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Marketing Leveraging Social Media and Advertising

Midwest Radiology Chairs Meeting January 6th – 7th, 2017 Chicago

Kent R. Thielen M.D.

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Mayo Clinic Communications & Marketing Committee Mission

Make Mayo Radiology More Visible

More visible to: • Our patients • Our referring providers • Our colleagues locally and abroad • Our prospective residents • Our prospective co-workers

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Mayo Clinic Communications & Marketing Committee Activities

• Marketing • Social Media • Mayo News Network • Print Media

• Web Site Management

• Radiology News

Powerful Tools

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Twitter - @MayoRadiology

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Facebook – Mayo Clinic

Top 10% Most Popular Posts on Mayo Facebook over the prior 30 days

YouTube – Mayo Clinic Channel

Can be as easy as shooting video with your phone’s camera

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YouTube – Mayo Clinic Channel Stay Tuned!

Potential Reach: 1.3 Million

The Power of Social Media

@MayoRadiology

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Media Content • New Technology and Innovation

• Research Publications

• Awards

• Leadership Positions

• CME Meetings

• Events

• Recognition in the Media

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Media Content • Our History

• Radiology Screening Exams

• Radiation and Contrast Safety

• Departmental or Institutional Collaborations

• Department Community Service

• Educational Cases

Mayo Clinic Radiology Social Media RSNA 2016

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RSNA 2016 Social Media Effort

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RSNA 2016 Social Media Effort

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RSNA 2016 Mayo Radiology Most Engaging Tweets

News Word of Mouth

mayoradiologysocial@mayo.edu

Patients

Web searches

Social Media

Twitter/Facebook/Youtube

Radiology News

Local Dept. Media

(Pamphlets, Video, Posters)

News Networks

Institutional Top Service Line’s

Media

Media Radiology News Blast

Radiology News Blast: Compact 3T MR

Targeted Audience

Internal

• Mayo Clinic News Center

• This Week at Mayo Clinic

• Digital Signs

Targeted Audience External

• Mayo Clinic News Network

• Mayo Clinic Radio

• Sharing Mayo Clinic

• In the Loop

Mayo Clinic Center for Social Media

• MCCSM - World Leader in Healthcare Social Media • Director – Lee

Aase • Well established

channels of social media

• Able to readily support social media endeavors

Facebook – Mayo Clinic

Mayo Clinic’s First Social Networkers

Countries Visited Dr. Will Mayo

Mayo Clinic Social Media Network • The Mayo Clinic Social Media Network (#MCSMN)

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.

• Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.

• Makes resources developed for Mayo Clinic staff available to peers, and generates revenue to support mission.

A Catalyst for Social Media

https://socialmedia.mayoclinic.org/

http://socialmedia.mayoclinic.org/discussion/physician-reputation-management-through-doximity/

Social Media for Healthcare Certificate from Mayo Clinic and Hootsuite: 3.5 CME Credits

• Hootsuite sells for $400 per seat, but available at reduced charge through #MCSMN

• Gaining access:

Create your free MCSMN account

Social Media Residency

• One-day advanced course • Prerequisite: Social Media for

Healthcare Certificate • Three opportunities in 2017

• Feb. 20 in Jacksonville • May 15 in Rochester • Dec. 13 in Scottsdale

Helpful Links

• Join the Mayo Clinic Social Media Network

• Take Social for Healthcare Certificate from Mayo Clinic and Hootsuite

Questions & Discussion