De Paul Chicago

Social Networking in Health Care

Ronald Petrovich Manager, Mayo Clinic Center for

Social Media Petrovich.Ronald@mayo.edu@RonaldPetrovich on Twitter

#MCCSMhttp://socialmedia.mayoclinic.org

Social Media Revolution

Social, Traditional Media Tell Amazing Tales

USA Today-CPR Marathon

Japanese Version of CPR Marathon

CPR Marathon TweetReach

Nanette’s, Ron’s Family Story

Social Media

Brightened a dark day

How does Mayo Clinic engage use of Social Media?

CME, Curriculum, Blogs Flip Cam Video

Internal Advisory BoardExternal Advisory Board

Multi Media

News ConferencesProactive/Reactive

Launchpad

Recruitment

Breaking News

Summits

Patient Referrals

Mayo Clinic and Word of Mouth

Sources of Information Influencing Preference for Mayo Clinic

Patient Tour Guides, video

3031031-30

USA TodayUSA TodayNov 12, 2009

3031031-31

Electronic Word of Mouth Electronic Word of Mouth

3031031-32

Lee Aase

• You’ve assumed the risks

•Why not reap the benefits

If you think blocking is a viable long-term option...

Health Care Corollary:

Use Common Sense and Keep it Professional

Basic Social Media Guidelines for Health Care Professionals

• If you don’t have a pre-existing, real-life friendship with patients, don’t create one on Facebook

• If you do create Facebook friendship with patients, do it with a purpose

• Apply the “Front Page” test to your online postings

Hospital Listings

First Foray in New Media

• Existing Medical Edge radio mp3s

• Launched Sept ‘05; downloads up 8,217% Oct vs. Aug

Step 2: More, Longer Podcasts

Sharing Mayo Clinic

Mayo Clinic Medical EdgeNews Media Syndications

MN Twins Facebook Contest

The 37th Thesis

Applying social media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients.

Social Media Health Network

• Membership group associated with Mayo Clinic Center for Social Media

• Open to organizations and individuals wanting to use social media to improve health and health care

• Dues based on organization revenues

• Industry members, but no industry grant funding

Social Media Health Network

What do you get?

• Access to resources to speed your organization’s adoption of social media

• Curriculum/training materials

• Guidelines/policies/job descriptions

• Technical services and support

• Free and discounted conferences, webinars, member meetings

• Community, blogging platform options

• Member site for sharing, learning

Members

• Mayo Clinic

• Bon Secours Health System

• Inova Health System

• Mission Health System

• Radboud University Nijmegen Medical Centre, Netherlands

• Swedish Medical Center (Seattle)

Members Cont.

• Advanced Gynecology Associates, Scranton, PA

• The ALS Association – MN/ND Chapter

• American Hospital Association

• American Society of Clinical Oncology

• Billings Clinic

• Boulder Community Hospital

• Canadian Virtual Hospice

Members Cont.

• Catholic Healthcare West

• Children’s Hospital of Eastern Ontario (CHEO)

• Community Health Center, Inc., Middletown, CT

• Corepoint Health, Frisco, TX

• Corrigan Partners

• Dardet Public Relations

Members Cont.

• Global Bridges

• Greenway Medical

• Hageman Foundation

• Hazelden Foundation

• J.Robinson Group, LLC

• Jamestown Hospital

• Maricopa Integrated Health System

• Meridian Health

Members Cont.

• National Association of Public Hospitals & Health Systems

• National Marrow Donor Program

• Novant Health

• Orlando Health

• Poudre Valley Health System, Fort Collins, CO

• Sutter Health

Members Cont.

• Trinity Health

• Vanderbilt University Medical Center

• Vest Advertising Marketing & Public Relations, Louisville, KY

• Virginia Community Healthcare Association

• WellSpan Health

The Octogenarian Idol Story

• Alerted to interesting video of elderly couple playing piano in Gonda atrium

• Video shot by another patient and uploaded to YouTube by her daughter

• Video had been seen 1,005 times in six preceding months since upload

• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09

The next day...

Six days later...

April 22

Sunday, May 3

May 4

Cinco de Mayo

May 10

May 11May 11

May 12

May 15

Early Morning May 26

May 26, 2009: Live in StudioGood Morning America

Random Lunatic News

Video of Elderly Couple

Results to Date

• More than 7.4 million views on YouTube

• >1.4 million views on Sharing Mayo Clinic

• From 200 views/month to 5,000 views/hour

• National TV coverage in U.S. and Japan

For Further Interaction:

• Petrovich.Ronald@mayo.edu

• @RonaldPetrovich on Twitter #MCCSM

• http://socialmedia.mayoclinic.org