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Controversies in Women's Health - Social Media & Medicine

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Controversies in Women's Health - Social Media & Medicine
Chicago, 2016
Makala Johnson Arce, Mayo Clinic Social Media Network

Veröffentlicht in: Soziale Medien
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Controversies in Women's Health - Social Media & Medicine

  1. 1. Social Media & Medicine Controversies in Women’s Health @MakalaArce (Johnson)
  2. 2. 2 Disclosures  No relevant financial relationships
  3. 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)
  4. 4. 4 #ArcePartyOf2
  5. 5. 5 Objectives • Introduce Mayo Clinic’s social media history. • Review case studies and lessons learned from social media in healthcare.
  6. 6. 6 Mayo Clinic’s First Social Networkers
  7. 7. 7 The Internet merely amplifies word of mouth.
  8. 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. 9 • Video • Guidelines Employee Education
  10. 10. Mayo Clinic Presences
  11. 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
  12. 12. 12 Ten Transferrable Tips…
  13. 13. 13 Case #1: The case of the employee with an already-full plate
  14. 14. 14 Lesson #1: As a starting point, look to utilize pre-existing traditional media resources.
  15. 15. 15 Case #2: The case of the involuntary Myspace presence
  16. 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. 17 Case #3: The case of the shrinking attention span epidemic
  18. 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. 19 Lesson #3: Best practices are only guides. Not all videos are intended to go viral.
  20. 20. 20 Case #4: The case of the unknown privacy settings
  21. 21. 21 Lesson #4: Know your privacy settings across all social media platforms.
  22. 22. 22 Case #5: The case of physicians trying to manage online reputation
  23. 23. 23 Lesson #5: The solution to pollution is dilution.
  24. 24. 24 Case #6: The case of the new procedure
  25. 25. 25 Case #6: The case of the new procedure (continued)
  26. 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. 27 Lesson #6: Social media can drive quicker practice adoption.
  28. 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. 29 Lesson #7: Create actionable metrics.
  30. 30. 30 Case #8: The case of the hidden gems
  31. 31. 31 Lesson #8: Look beneath the metrics surface.
  32. 32. 32 Case #9: The case of a social media employee seeking to understand the personal benefits of Twitter Sample Photo Only
  33. 33. 33 Lesson #9: Familiarize yourself with the tools in your toolkit.
  34. 34. 34 Case #10: The case of the anxious patients
  35. 35. 35 Lesson #10: Inefficiencies are opportunities with flashing lights.
  36. 36. 36 Questions?

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