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©2016 MFMER | 3507910-1Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
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
©2016 MFMER | 3507910-2Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
How it all began
©2016 MFMER | 3507910-3Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
Launch success• Rapid growth immediately upon launch
• Positive outward effects
• Favorable patient demand volumes
• Surpassed full-year membership goal within first quarter
©2016 MFMER | 3507910-4Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
Lessons learned• Miscalculation of resources and efforts
• Engagement slipped when campaigns were not in market
• Vision was there, but sustainability was not
©2016 MFMER | 3507910-5Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
The Mayfly Syndrome – It’s fatal https://flic.kr/p/azKECP
©2016 MFMER | 3507910-6Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
Ghost town community
©2016 MFMER | 3507910-7Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
Time to recalibrate• Focus on healthy, engaged community
• Secure leadership support in reinvestment
• Expand the team and identify supporting roles
©2016 MFMER | 3507910-8Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
RE-think, RE-design, RE-animate• Develop strategic community plan
• Re-design
• Create an intuitive user experience
• Build community
©2016 MFMER | 3507910-9Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
“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
©2016 MFMER | 3507910-10Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
Ingredients of successful communities
https://flic.kr/p/c8Qiq5
©2016 MFMER | 3507910-11Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
Domain & purposeThe domain inspires people to contribute.
A clearly defined domain affirms the community’s purpose and value to both members and other stakeholders.
©2016 MFMER | 3507910-12Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-13Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited @colleen_young
©2016 MFMER | 3507910-14Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-15Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-16Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
UsabilityUsability 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.
©2016 MFMER | 3507910-17Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-18Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-19Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-20Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-21Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-22Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-23Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-24Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-25Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
SociabilitySociability refers to how members of a community interact with each other.
©2016 MFMER | 3507910-26Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
Activity begets activity• Increase response velocity
• Connect members
• Foster supportive conversation
• Discover their knowledge
• Nurture the activity
©2016 MFMER | 3507910-27Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
Bustling community
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©2016 MFMER | 3507910-29Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
Community Management≠
Moderation (it’s far more)
©2016 MFMER | 3507910-30Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
Teamwork
• We must be team focused
• Internal and external resources
• Collaboration is critical
©2016 MFMER | 3507910-31Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
The Future: Goals & Aspirations
• Implement a patient loyalty program
• Strengthen relationships
• Aid in patient to patient referral
©2016 MFMER | 3507910-32Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
©2016 MFMER | 3507910-33Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited
Mayo Clinic Connect
@MayoClinic@colleen_young
Questions & Discussion
connect.mayoclinic.org