Mayo Clinic's social media DNA, presented by Lee Aase
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The document summarizes a presentation given by Lee Aase, the Director of Mayo Clinic's Social Media Network, at a Member Meeting on October 25, 2016 in New York City. Aase discussed Mayo Clinic's history of social networking through the travels of Dr. Will Mayo in the early 20th century. He then outlined Mayo Clinic's transition to using modern social media platforms like Facebook, YouTube and Twitter beginning in 2007 and the success stories and greater reach they have experienced as a result. Aase emphasized that social media at Mayo Clinic is about more than just marketing, and that sharing knowledge globally is in line with the organization's founding principles.
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Mayo Clinic's social media DNA, presented by Lee Aase
- 1. Member Meeting 2 October 25, 2016 New York City Learn more about Member Meetings health.socialmedia.org/meetings Mayo Clinic Lee Aase Mayo Clinic’s social media DNA
- 2. 1 Mayo Clinic’s Social Media DNA Lee Aase (@LeeAase) Director, Mayo Clinic Social Media Network
- 3. 2 U.S. News & World Report “Best Hospitals” Ranking
- 5. 4 • Every U.S. State • More than 140 countries • More than one in five travels > 500 miles Each year patients come to Mayo Clinic from Why?
- 6. 5 The Role of Social Networking in Mayo Clinic’s History
- 7. 6 Mayo Clinic’s First Social Networkers
- 8. 7 Dr. William J. Mayo’s Travels “By the end of the 1920s Dr. Will could say he had studied surgery in every town in America and Canada of one hundred thousand population or more, and had crossed the Atlantic thirty times.” (The Brothers Mayo, Helen Clapesattle, p. 405)
- 9. 8 Countries Dr. Will Mayo Visited Austria Denmark Ireland Scotland Australia England Italy Sweden Argentina Fiji Mexico Switzerland Belgium Finland New Zealand Uruguay Canada France Norway Chile Germany Peru Cuba Holland Russia
- 10. 9 Countries Dr. Will Mayo Visited
- 11. 10
- 12. 11 How Mayo Clinic Got its Name
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- 19. 18 Moving Mayo Clinic from Social Networking to Social Media
- 21. 20 To “New” Media (Podcasting)
- 22. 21 Involuntary “Representation” in Social Networks myspace.com/MayoClinic
- 23. 22 Involuntary “Representation” in Social Networks myspace.com/MayoClinic
- 24. 23 Accelerated Adoption of Free Platforms and Low-Cost Tools • 2007 - Facebook • 2008 • YouTube • Flip Cameras • Twitter • Blogs
- 25. 24 An Early Success Story: Myelofibrosis
- 27. 26 Cost-Effective Knowledge Sharing and Reputation Enhancement Lee’s Law: As I approaches 0, ROI approaches ∞
- 28. 27 Amplifying Word-of-Mouth Marketing • 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things” • 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came
- 29. A Mayo Clinic First: The #ScopeScope
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- 34. 33 Dr. Charlie on Social Networking The problem before us is so to exchange information, and so to educate men through travel that there shall develop a final, cosmopolitan system of medicine which will combine the best elements to be found in all countries. Mayo Aphorisms, p. 22
- 35. 34 Dr. Will on Sharing Knowledge It is a great thing to make scientific discoveries of rare value, but it is even greater to be willing to share these discoveries and to encourage other workers in the same field of scientific research. Mayo Aphorisms, p. 61
- 36. 35 The Mayo Clinic Social Media Network • The Mayo Clinic Social Media Network (#MCSMN) exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients. • Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere. • Makes resources developed for Mayo Clinic staff available to peers, and generates revenue to support mission.
- 37. Collaborating with SocialMedia.org Health • Mayo Clinic’s early membership in SocialMedia.org helped us get buy-in and recognition of consistency with our organizational DNA. • #MCSMN was inspired in part by SocialMedia.org • Complementary Areas of Focus: • SocialMedia.org Health - Social media strategy leaders at large hospitals in the U.S. • #MCSMN - Training, tools and resources for hospitals of all sizes, and for anyone in health care regardless of role.
- 38. 37 #MCSMN: A Catalyst for Health Care Social Media • Guidelines • Best Practices • Platforms • Training • Consultation
- 40. 39 Go to socialmedia.mayoclinic.org/register to get your free Basic Membership in #MCSMN
- 42. Learn more about past and upcoming Member Meetings health.socialmedia.org/meetings Member Meeting 2 October 25, 2016 New York City Learn more about Member Meetings health.socialmedia.org/meetings