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IHMPRS (Indiana Healthcare Marketing and Public Relations Society) Fall Conference - Makala Johnson
1. Using Social Media to Engage and
Educate: Lessons Learned from
Mayo Clinic’s Social Media Experience
Makala Johnson (@MakalaJohnson)
Mayo Clinic Center for Social Media Associate
October 12, 2012
2. Agenda
• A Broader Historical Perspective
• Mayo Clinic’s Social Media Experience
• Case Studies
• Questions
6. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people after a Mayo visit
• 85 percent say they recommended
Mayo to a friend
Advised an average of 16 to come
5 actually came
17. Center for Social Media
• Mission: Lead the social media
revolution in health care, contributing to
health and well-being for people
everywhere.
socialmedia.mayoclinic.org
• Social Media Health Network (SMHN)
network.socialmedia.mayoclinic.org
Over 130 member organizations
67. • Alerted to interesting video of elderly
couple playing piano in Gonda atrium
• 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
75. Results to Date
• More than 8.2 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
76. Questions?
johnson.makala@mayo.edu
@MakalaJohnson (on Twitter)
http://socialmedia.mayoclinic.org
Editor's Notes
Ever since the days of Drs. William and Charlie Mayo, word of mouth has been the leading factor influencing preference for Mayo Clinic. So, creating the ability and encouraging patients to use word of mouth online seemed to be directly in line with what we had already been doing for nearly 150 years. 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit
Instead of telling your neighbor in a one-on-one conversation, you can now tell 500 Facebook friends about your great Mayo Clinic experience at the same time.
How many of your organizations block social media?
How many of your organizations block social media?
Lee Aase first had to prove himself, walking around with a FlipCam and developing the case studies to prove the worth.