Mayo Clinic Connect - From Ghost Town to Bustling Community

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Mayo Clinic Connect From Ghost Town to Bustling Community

Cynthia Elliott, Senior Marketing Specialist, Mayo Clinic

Colleen Young, Community Director, Mayo Clinic Connect

May 2016

@MayoClinic

@colleen_young

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How it all began

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Launch success

• Rapid growth immediately upon launch

• Positive outward effects

• Favorable patient demand volumes

• Surpassed full-year membership goal within first quarter

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Lessons learned

• Miscalculation of resources and efforts

• Engagement slipped when campaigns were not in market

• Vision was there, but sustainability was not

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The Mayfly Syndrome – It’s fatal https://flic.kr/p/azKECP

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Ghost town community

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Time to recalibrate

• Focus on healthy, engaged community

• Secure leadership support in reinvestment

• Expand the team and identify supporting roles

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RE-think, RE-design, RE-animate

• Develop strategic community plan

• Re-design

• Create an intuitive user experience

• Build community

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“A group of people who share a strong common interest,

form relationships and interact online.”

~Richard Millington

What is a successful online community?

https://flic.kr/p/rSCbtk

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Ingredients of successful communities

https://flic.kr/p/c8Qiq5

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Domain & purpose

The domain inspires people to contribute.

A clearly defined domain affirms the community’s purpose and value to both members and other stakeholders.

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Usability

Usability refers to how users interact with the technology.

It describes the user’s experience with information design, navigation, access, and the dialogue and social supports, etc.

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Sociability

Sociability refers to how members of a community interact with each other.

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Activity begets activity

• Increase response velocity

• Connect members

• Foster supportive conversation

• Discover their knowledge

• Nurture the activity

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Bustling community

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Community Management

≠

Moderation (it’s far more)

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Teamwork

• We must be team focused

• Internal and external resources

• Collaboration is critical

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The Future: Goals & Aspirations

• Implement a patient loyalty program

• Strengthen relationships

• Aid in patient to patient referral

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Mayo Clinic Connect

@MayoClinic

@colleen_young

Questions & Discussion

connect.mayoclinic.org