Controversies in Women's Health - Social Media & Medicine
•
2 likes•284 views
Controversies in Women's Health - Social Media & Medicine Chicago, 2016 Makala Johnson Arce, Mayo Clinic Social Media Network
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Similar to Controversies in Women's Health - Social Media & Medicine
Similar to Controversies in Women's Health - Social Media & Medicine (20)
More from Makala Arce
More from Makala Arce (20)
Recently uploaded
Recently uploaded (20)
Controversies in Women's Health - Social Media & Medicine
- 1. Social Media & Medicine Controversies in Women’s Health @MakalaArce (Johnson)
- 2. 2 Disclosures No relevant financial relationships
- 3. 3 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)
- 5. 5 Objectives • Introduce Mayo Clinic’s social media history. • Review case studies and lessons learned from social media in healthcare.
- 6. 6 Mayo Clinic’s First Social Networkers
- 7. 7 The Internet merely amplifies word of mouth.
- 8. 8 Applying social media in health care isn’t just inevitable; it’s the right thing to do in the interest of patients.
- 9. 9 • Video • Guidelines Employee Education
- 11. 11 It’s not just about Mayo… • Mayo Clinic Social Media Network: – Organizations using social media to promote health, fight disease & improve healthcare • SocialMedia.MayoClinic.org
- 13. 13 Case #1: The case of the employee with an already-full plate
- 14. 14 Lesson #1: As a starting point, look to utilize pre-existing traditional media resources.
- 15. 15 Case #2: The case of the involuntary Myspace presence
- 16. 16 Lesson #2: Social media is inevitable. If you don’t create your online presence, someone else will or maybe already has.
- 17. 17 Case #3: The case of the shrinking attention span epidemic
- 18. 18 Case #3: The case of the shrinking attention span epidemic (continued) 0 110 220 330 440 2008 2009 2010 2011 2012 2013 2014 2015 Mayo Clinic in Florida Mayo Clinic in Arizona Unique Myelofibrosis Cases
- 19. 19 Lesson #3: Best practices are only guides. Not all videos are intended to go viral.
- 20. 20 Case #4: The case of the unknown privacy settings
- 21. 21 Lesson #4: Know your privacy settings across all social media platforms.
- 22. 22 Case #5: The case of physicians trying to manage online reputation
- 23. 23 Lesson #5: The solution to pollution is dilution.
- 24. 24 Case #6: The case of the new procedure
- 25. 25 Case #6: The case of the new procedure (continued)
- 26. 26 Case #6: The case of the new procedure (continued) “As I write this, my right arm is in a festive green, but otherwise annoying cast. The short-term hassle, however, should be more than worth the long- term gain - the potential for a future without chronic wrist pain. A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me.”
- 27. 27 Lesson #6: Social media can drive quicker practice adoption.
- 28. 28 Case #7: The case of seeking optimization • A/B Testing • Teaser Text vs. Facts/Tips 311 engagements, 371 clicks153 engagements, 626 clicks
- 29. 29 Lesson #7: Create actionable metrics.
- 30. 30 Case #8: The case of the hidden gems
- 31. 31 Lesson #8: Look beneath the metrics surface.
- 32. 32 Case #9: The case of a social media employee seeking to understand the personal benefits of Twitter Sample Photo Only
- 33. 33 Lesson #9: Familiarize yourself with the tools in your toolkit.
- 34. 34 Case #10: The case of the anxious patients
- 35. 35 Lesson #10: Inefficiencies are opportunities with flashing lights.
- 36. 36 Questions?
Editor's Notes
- As you can imagine, some people don’t think social media and medicine should ever go in the same line, but I want to challenge that notion, or if I may be so bold, to disprove it.
- The obligatory slide
- Ever since the days of Drs. Will and Charlie Mayo… We view social media as word of mouth, which Mayo Clinic has been built on for 150 yrs.
- Mission: improve health and well-being of patients everywhere Established – 2010 Not just marketing. Apply social tools in all shields, and both Internal and External communications. We want to provide reliable healthcare information in an environment of sometimes questionable information saturation.
- Don’t accept Facebook friend requests from patients. There are cases where people were about to be hired but a social media post changed the employer’s mind. Don’t say: “Hate it when patients can’t handle a simple blood draw.”
- Social media residency, social media certification
- What I plan to do is introduce a scenario and then explain the lesson we learned.
- Syndicated News Media Resources - Existing Medical Edge radio mp3s Featured on front page for about 3 weeks Launched 2005; downloads up 8,217% in 2 months Longer podcasts - Previously left on the cutting room floor
- What others say about you is going to outweigh what you don’t say about yourself. And if we don’t, we’re vulnerable to whatever others say about us.
- Unique Myelofibrosis cases
- If it’s on a rare disease or condition, people are willing to watch longer videos. We need to meet the needs of our patients.
- Can create lists. – Spanish, work, family
- Can create lists. – Spanish, work, family
- First of all, you should occasionally conduct a Google search of your name.
- Openclipart.org
- Case Study: Dr. Berger’s Discovery of UT Ligament Split Tear
- Case Study: Dr. Berger’s Discovery of UT Ligament Split Tear
- Case Study: Dr. Berger’s Discovery of UT Ligament Split Tear
- Case Study: Dr. Berger’s Discovery of UT Ligament Split Tear
- If we knew this information, what would we do differently? Not true A/B test in screenshots; 2 different examples
- Lesson: Medical illustration over general consumer image (kleenexes)
- As of Sept, 2015, out of all our 2015 organic Facebook posts (over 1,000), this post ranked 114th for engagements, but 2nd for clicks! Over 27,000 people clicked on the link! The morale of this story isn’t that more people have finger nail concerns than you would think, but rather, that looking at engagements isn’t enough. Don’t forget about the clicks. We need to understand our objectives and make sure the metrics address those.
- Know the benefits: Build personal brand and establish expertise Read breaking news Connect with others with similar interests
- Improving the patient experience and practice efficiency.