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Ragan Communications Keynote: Leadership Strategies that Shake Up Health Care PR

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Ragan Communications Keynote
6/15/16
Makala Johnson Arce

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Ragan Communications Keynote: Leadership Strategies that Shake Up Health Care PR

  1. 1. ©2016 MFMER | 3507910-Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited Let Innovation Begin: Leadership strategies that shake up health care PR Makala Arce (Johnson), Senior Communications Specialist, Mayo Clinic June 15, 2016
  2. 2. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 2 About @MakalaArce (Johnson) • Luther College graduate • Mayo Clinic Public Affairs intern (Jan 2010) • Employee #1 of Mayo Clinic Center for Social Media (now Mayo Clinic Social Media Network) • Communications Associate, Specialist, Senior Specialist • Married June 4, 2016 (saved 3 characters on Twitter handle)
  3. 3. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 3 #ArcePartyOf2
  4. 4. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 4 #ElephantInTheRoom
  5. 5. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 5 What we’ll cover this morning • Creating a culture of innovation the @MayoClinic way • The Revolution in Video • Employee Social Media Training and Advocacy • Using Data to Drive Change
  6. 6. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 6 Keys to Successful Innovation • Link your innovation to organizational history and values
  7. 7. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 7 Social Networking in the Origins of Mayo Clinic…
  8. 8. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 8 …and in the Development (and naming) of Mayo Clinic
  9. 9. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 9 Sources of Information Driving Preference for Mayo Clinic 0 15 30 45 60 Word of Mouth News Stories Internet Advertising Direct Mail Hospital Ratings
  10. 10. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 10 The Internet merely amplifies word of mouth.
  11. 11. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 11 Keys to Successful Innovation • Link your innovation to organizational history and values • Understand that innovation without experimentation is impossible, and by definition experiments might fail
  12. 12. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 12
  13. 13. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 13 Keys to Successful Innovation • Link your innovation to organizational history and values • Understand that innovation without experimentation is impossible, and by definition experiments might fail • Overcome risk aversion with calculation
  14. 14. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 14
  15. 15. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 15 Keys to Successful Innovation • Link your innovation to organizational history and values • Understand that innovation without experimentation is impossible, and by definition experiments might fail • Overcome risk aversion with calculation • Prevent perfectionistic paralysis
  16. 16. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 16
  17. 17. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 17
  18. 18. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 18 Keys to Successful Innovation • Link your innovation to organizational history and values • Understand that innovation without experimentation is impossible, and by definition experiments might fail • Overcome risk aversion with calculation…and “Proceed until Apprehended” • Prevent perfectionistic paralysis • Demonstrate results and assemble allies
  19. 19. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 19
  20. 20. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 20
  21. 21. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 21 Unique Myelofibrosis Cases 0 110 220 330 440 2008 2009 2010 2011 2012 2013 2014 2015 Mayo Clinic in Florida Mayo Clinic in Arizona
  22. 22. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 22
  23. 23. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 23 Source: Mushroom Networks
  24. 24. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 24
  25. 25. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 25 Inefficiencies are opportunities with flashing lights.
  26. 26. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 26 The Live Video Revolution • Google Hangouts on Air • Periscope • Blab • Facebook Live
  27. 27. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 27@colleen_young
  28. 28. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 28
  29. 29. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 29
  30. 30. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 30
  31. 31. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 31 Hangout Highlights • Embeddable in Web site • YouTube auto-archive at conclusion • Multiple presenters, locations • Share slides via desktop • Improve quality with • HD webcam • Microphones
  32. 32. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 32 Blab Benefits • Conversational vs. Show & Tell • Up to four live video participants • Others participate via comments • Next step in Twitter chat evolution • See our free #MCSMN webinar (Mayo Clinic Social Media Network)
  33. 33. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 33 Periscope Pros • Owned by Twitter • Build on existing Twitter efforts • May be best for targeted, hashtag-driven reach in professional audiences • Shooting horizontally and saving to camera roll gives you editable files for YouTube • App required to participate • Was only available 24 hours • Transient comments and limited participation …and Cons
  34. 34. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 34 Early Mayo Clinic Periscope Applications • After-hours, behind-the-scenes facility tours • Event Keynotes • #MCSMN Member Meeting • #MayoInOz • Physician Q&A’s (#AskTheMayoMom)
  35. 35. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 35 Our Biggest Periscope: The #ScopeScope • Screening awareness project w/ Fight Colorectal Cancer follow-up to: • 2014 “Pitch for Prevention” at Minnesota Twins series • 2015 “Stronger Than That” Craig Campbell music video, #StrongArmSelfie campaign • 2016 “THE #ScopeScope”
  36. 36. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 36 Integrating Media Relations and Social
  37. 37. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 37
  38. 38. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 38
  39. 39. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 39 #ScopeScope Results • > 3,000 Live viewers (and 1,800 views of archive) • Traditional media (e.g. Minneapolis Star Tribune and Wall Street Journal) • >150K Views of Mayo Clinic News Network story on Facebook
  40. 40. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 40 Smackdown! Periscope v. Facebook Live
  41. 41. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 41 Facebook Live Advantages • No separate app needed • 10X larger audience • Comment stability • Enduring availability • Unlimited interaction
  42. 42. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 42 Personal Application
  43. 43. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 43 Engaging Mayo Clinic Employees • Mayo Clinic Social Media Champions • Training • “Tweet and Eat” Sessions • Mayo Clinic Social Media Residency • Online Social Media Basics certification
  44. 44. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 44 Curated News for Champions on Connect • Link personal accounts • Facebook • Twitter • LinkedIn • Facilitate sharing
  45. 45. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 45 In-Depth Training Opportunities
  46. 46. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 46 Using Data to Drive Change • Seek optimization • A/B Testing…
  47. 47. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 47 Teaser Text v. Facts/Tips 311 engagements, 371 clicks153 engagements, 626 clicks
  48. 48. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 48 Looking Beneath the Metrics Surface
  49. 49. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 49 Custom Short Domain http://www.mayoclinic.com/health/crohns-disease/DS00104 http://bit.ly/IAT9o5 mayocl.in/1X5BsE1 =64%
  50. 50. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 50 Appointment Requests Snapshot
  51. 51. Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited 51 ROI of Social Ads for #MayoInOz • Native CPC (Cost-per-click) Metrics • Facebook: $1.36 • Twitter: $1.79 • LinkedIn: $3.71 • Google Analytics – via UTM Parameters – Registration & CPR (Cost-per-registration) Metrics • Facebook: 7; $500 • Twitter: 2; $725 • LinkedIn: 9; $250 • $880 revenue per registration; ROI = 113%
  52. 52. ©2016 MFMER | 3507910-Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited Discussion

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