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Social Media 110: Mayo Clinic's Social Media History

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Social Media 110 is part of Social Media Residency, a project of the Mayo Clinic Center for Social Media.

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Social Media 110: Mayo Clinic’s Social Media History Social Media Residency Mayo Clinic Center for Social Media
Mayo Clinic’s First Social Networkers
A Rochester Landmark...
Dr. Henry Plummer: Inventor of the PMR
Patient Word of Mouth • 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 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
Sources Influencing Preference for Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33 MD recommendation 29 Personal experience 26 Advertising 25 Direct mail 13 Social media 5 2010 study (n=119) Insurance plan 5 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
Mayo Clinic Medical Edge Syndicated News Media Resources
First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; 8,217% download increase
Regrouping to Plan Just as genomics is the future of personalized medicine, personalized media are changing the way people get the news and information they want and need. But as genomics increasingly supplements and improves traditional medicine without replacing it, new media are helpful additions to mainstream, mass media. We strongly recommend reforming our processes to efficiently produce content that can be used for both mass media and personalized media. Content Creation Task Force, 7/26/2006
We recommend a three-phase approach. First, take our existing products and, with minimum incremental effort, place them in new media formats. Second... work across teams ... to make best use of the audio and video production resources we have. Third, get more resources... to produce timely or even daily content... We have not recommended a blog strategy at this time, primarily because we have emphasized developing audio and video content that could have multiple uses in both mass media and personalized media, with relatively limited physician involvement.
Reasons for Reluctance about Blogging • Keeping the content fresh • Wise use of resources • Physician/Researcher • Public Affairs • Authenticity - didn’t want to “ghost blog”
My First Blog Post - 7/30/06 Lines from Lee
Mayo Clinic Medical Edge TV Sample Sound Bite
Recovering 99.41% for the 1-2% • Required almost no incremental MD effort • Process change - microphone on physician and interviewer • 90 minutes of editing per interview • More than 60,000 “hits” and 62 comments on Dr. Fischer’s podcast
Private Blog for Public Affairs
Free Wordpress.com option
First Social Media Consultant: Feb. 2007
Blogging an Event: Nov. 2007
Involuntary Social Networking Presence: http://myspace.com/mayoclinic
Facebook: 11/7/07
Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
Reclaiming YouTube: Feb. ’08
Joining The Blog Council (now SocialMedia.org) • Membership organization of blogging “companies” • Typically Fortune 500 • Coca-Cola, P&G, Wells Fargo, etc. • Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members
“Flipping” our YouTube Channel
@MayoClinic on Twitter: 4/29/08
Podcast Blog: April ’08
The $4-a-month online newsroom
Let’s Talk “site” - May 2008
Sharing Mayo Clinic - Jan. 2009
Email from Dr. John Noseworthy - Sept. ’09
Mayo Clinic Center for Social Media • Our Raison d’etre: The Mayo Clinic Center for Social Media 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.
A Catalyst for Social Media ©2011 MFMER | slide-40
Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • For organizations wanting to use social media to promote health, fight disease and improve health care • Dues based on organization revenues • Industry members eligible to join, but not accepting industry grant funding
Mayo Clinic CEO Dr. John Noseworthy at Mayo Clinic Social Media Summit - Oct. 2011

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Social Media 110: Mayo Clinic's Social Media History

  • 1. Social Media 110: Mayo Clinic’s Social Media History Social Media Residency Mayo Clinic Center for Social Media
  • 2. Mayo Clinic’s First Social Networkers
  • 4. Dr. Henry Plummer: Inventor of the PMR
  • 5. Patient Word of Mouth • 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 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  • 6. Sources Influencing Preference for Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33 MD recommendation 29 Personal experience 26 Advertising 25 Direct mail 13 Social media 5 2010 study (n=119) Insurance plan 5 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  • 7. Mayo Clinic Medical Edge Syndicated News Media Resources
  • 8. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; 8,217% download increase
  • 9. Regrouping to Plan Just as genomics is the future of personalized medicine, personalized media are changing the way people get the news and information they want and need. But as genomics increasingly supplements and improves traditional medicine without replacing it, new media are helpful additions to mainstream, mass media. We strongly recommend reforming our processes to efficiently produce content that can be used for both mass media and personalized media. Content Creation Task Force, 7/26/2006
  • 10. We recommend a three-phase approach. First, take our existing products and, with minimum incremental effort, place them in new media formats. Second... work across teams ... to make best use of the audio and video production resources we have. Third, get more resources... to produce timely or even daily content... We have not recommended a blog strategy at this time, primarily because we have emphasized developing audio and video content that could have multiple uses in both mass media and personalized media, with relatively limited physician involvement.
  • 11. Reasons for Reluctance about Blogging • Keeping the content fresh • Wise use of resources • Physician/Researcher • Public Affairs • Authenticity - didn’t want to “ghost blog”
  • 12. My First Blog Post - 7/30/06 Lines from Lee
  • 13. Mayo Clinic Medical Edge TV Sample Sound Bite
  • 14.
  • 15. Recovering 99.41% for the 1-2% • Required almost no incremental MD effort • Process change - microphone on physician and interviewer • 90 minutes of editing per interview • More than 60,000 “hits” and 62 comments on Dr. Fischer’s podcast
  • 16. Private Blog for Public Affairs
  • 18. First Social Media Consultant: Feb. 2007
  • 19. Blogging an Event: Nov. 2007
  • 20. Involuntary Social Networking Presence: http://myspace.com/mayoclinic
  • 21.
  • 23. Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
  • 25. Joining The Blog Council (now SocialMedia.org) • Membership organization of blogging “companies” • Typically Fortune 500 • Coca-Cola, P&G, Wells Fargo, etc. • Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members
  • 30.
  • 31.
  • 32.
  • 34. Sharing Mayo Clinic - Jan. 2009
  • 35. Email from Dr. John Noseworthy - Sept. ’09
  • 36. Mayo Clinic Center for Social Media • Our Raison d’etre: The Mayo Clinic Center for Social Media 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.
  • 37. A Catalyst for Social Media ©2011 MFMER | slide-40
  • 38. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • For organizations wanting to use social media to promote health, fight disease and improve health care • Dues based on organization revenues • Industry members eligible to join, but not accepting industry grant funding
  • 39. Mayo Clinic CEO Dr. John Noseworthy at Mayo Clinic Social Media Summit - Oct. 2011