Social Networking in Health Care
Ronald Petrovich Manager, Mayo Clinic Center for
Social Media [email protected]@RonaldPetrovich on Twitter
#MCCSMhttp://socialmedia.mayoclinic.org
Social Media Revolution
Social, Traditional Media Tell Amazing Tales
USA Today-CPR Marathon
Japanese Version of CPR Marathon
CPR Marathon TweetReach
Nanette’s, Ron’s Family Story
Social Media
Brightened a dark day
How does Mayo Clinic engage use of Social Media?
CME, Curriculum, Blogs Flip Cam Video
Internal Advisory BoardExternal Advisory Board
Multi Media
News ConferencesProactive/Reactive
Launchpad
Recruitment
Breaking News
Summits
Patient Referrals
Mayo Clinic and Word of Mouth
Sources of Information Influencing Preference for Mayo Clinic
Patient Tour Guides, video
USA TodayUSA TodayNov 12, 2009
3031031-31
Electronic Word of Mouth Electronic Word of Mouth
3031031-32
Lee Aase
• You’ve assumed the risks
•Why not reap the benefits
If you think blocking is a viable long-term option...
Health Care Corollary:
Use Common Sense and Keep it Professional
Basic Social Media Guidelines for Health Care Professionals
• If you don’t have a pre-existing, real-life friendship with patients, don’t create one on Facebook
• If you do create Facebook friendship with patients, do it with a purpose
• Apply the “Front Page” test to your online postings
Hospital Listings
First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept ‘05; downloads up 8,217% Oct vs. Aug
Step 2: More, Longer Podcasts
Sharing Mayo Clinic
Mayo Clinic Medical EdgeNews Media Syndications
MN Twins Facebook Contest
The 37th Thesis
Applying social media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients.
Social Media Health Network
• Membership group associated with Mayo Clinic Center for Social Media
• Open to organizations and individuals wanting to use social media to improve health and health care
• Dues based on organization revenues
• Industry members, but no industry grant funding
Social Media Health Network
What do you get?
• Access to resources to speed your organization’s adoption of social media
• Curriculum/training materials
• Guidelines/policies/job descriptions
• Technical services and support
• Free and discounted conferences, webinars, member meetings
• Community, blogging platform options
• Member site for sharing, learning
Members
• Mayo Clinic
• Bon Secours Health System
• Inova Health System
• Mission Health System
• Radboud University Nijmegen Medical Centre, Netherlands
• Swedish Medical Center (Seattle)
Members Cont.
• Advanced Gynecology Associates, Scranton, PA
• The ALS Association – MN/ND Chapter
• American Hospital Association
• American Society of Clinical Oncology
• Billings Clinic
• Boulder Community Hospital
• Canadian Virtual Hospice
Members Cont.
• Catholic Healthcare West
• Children’s Hospital of Eastern Ontario (CHEO)
• Community Health Center, Inc., Middletown, CT
• Corepoint Health, Frisco, TX
• Corrigan Partners
• Dardet Public Relations
Members Cont.
• Global Bridges
• Greenway Medical
• Hageman Foundation
• Hazelden Foundation
• J.Robinson Group, LLC
• Jamestown Hospital
• Maricopa Integrated Health System
• Meridian Health
Members Cont.
• National Association of Public Hospitals & Health Systems
• National Marrow Donor Program
• Novant Health
• Orlando Health
• Poudre Valley Health System, Fort Collins, CO
• Sutter Health
Members Cont.
• Trinity Health
• Vanderbilt University Medical Center
• Vest Advertising Marketing & Public Relations, Louisville, KY
• Virginia Community Healthcare Association
• WellSpan Health
The Octogenarian Idol Story
• Alerted to interesting video of elderly couple playing piano in Gonda atrium
• Video shot by another patient and uploaded to YouTube by her daughter
• Video had been seen 1,005 times in six preceding months since upload
• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
The next day...
Six days later...
April 22
Sunday, May 3
May 4
Cinco de Mayo
May 10
May 11May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in StudioGood Morning America
Random Lunatic News
Video of Elderly Couple
Results to Date
• More than 7.4 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan
For Further Interaction:
• @RonaldPetrovich on Twitter #MCCSM
• http://socialmedia.mayoclinic.org
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