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June 9th, 2016

Facebook Strategy for Rare Heart Conditions

By Lee Aase, Director, Mayo Clinic Social Media Network

"Start with Strategy" is one of our fundamental planning principles for using social media in health care. In many cases, however, stakeholders come to our team with specific tactical proposals without having done the necessary strategic thinking.

They may want a Facebook page to attract prospective patients, for example, but they haven't considered how Facebook's declining organic reach for pages will diminish its impact. So in most cases, we advise them to consider contributing content to our main Mayo Clinic Facebook page, which has more than 865,000 likes and will give their posts more reach than they'll get on a separate page.

Earlier this year I was prepared to give just such advice to Joseph Dearani, M.D., our chair of Cardiac Surgery at Mayo Clinic in Rochester, as he wanted to discuss creating another specialized Facebook page in addition to the one he maintains for Ebstein's Anomaly.

But when I heard how he was using that page, and the solid strategic thinking he had done, it was obvious we should encourage his initiative. On Tuesday I interviewed Dr. Dearani about how he and his secretary use Facebook pages. Here are some highlights:

The declining organic reach of Facebook pages doesn't concern Dr. Dearani because reach isn't his goal. He wants to provide educational videos and other resources to parents who are considering heart surgery for their children, and who have already contacted his office.

When parents call his secretary, she can easily direct them to the Ebstein's Anomaly - Mayo Clinic page on Facebook. And while he's happy to talk with them before they've explored the material, their review of the page answers many of their questions and triggers others they may not have yet considered.

The Facebook page helps them have a better, more informed conversation with Dr. Dearani, whether on the phone or when they come to Mayo Clinic for a surgical consultation. And it increases their confidence that Mayo Clinic is right for them.

Do you have similar Facebook strategy examples in your hospital's practice? We'd love to hear about them in the comments.

In our interview this week Dr. Dearani also discussed the effects of patient-led Facebook groups in cardiac surgery practice, as well as one particular case in which the Ebstein's Anomaly page facilitated discussion with an international patient's cardiologist who had been recommending against surgery. I'll share those highlights in future posts in this series.

Tags: Cardiac Surgery, Case Studies, Ebstein's Anomaly, Facebook, Joseph Dearani, M.D., Mayo Clinic, Strategy, Tactics & Best Practices

Liked by Alison Rentschler, Marie Ennis-O'Connor, Susan Woolner

Comment


Dan Hinmon, MCSMN Director
@DanHinmon

Posts: 2040
Joined: Apr 13, 2011
Posted by @DanHinmon, Jun 9, 2016

Great blogpost, @LeeAase. Looks like Dr. Dearani is essentially using Facebook as his public website – a trend that more physicians may want to follow. He makes a good point that most of his patients are there already, so access is really easy. @jkennedy93 – show this to your doctors!

What tools did you use to shoot and edit the video? Sound, lighting, and framing are just right! He’s a great interview.

Liked by Janet Kennedy

Posted by @LeeAase, Jun 9, 2016

Just shot with my iPhone (thanks to @Margaret_Marie) with no lights or microphone. He projects well and we got close enough that no mic was needed, Looking forward to sharing more from him in the coming weeks.

Liked by Janet Kennedy


Dan Hinmon, MCSMN Director
@DanHinmon

Posts: 2040
Joined: Apr 13, 2011
Posted by @DanHinmon, Jun 9, 2016

Impressive. Do you have an iPhone stand for stability? What software do you use to edit your video?

Posted by @LeeAase, Jun 9, 2016

The stand was @Margaret_Marie‘s elbows on the table. Mom always said you shouldn’t do that during dinner, but it does help with stability. I edited with iMovie.


Dan Hinmon, MCSMN Director
@DanHinmon

Posts: 2040
Joined: Apr 13, 2011
Posted by @DanHinmon, Jun 9, 2016

@Margaret_Marie has steady elbows! Thanks for the details.


Janet Kennedy
@jkennedy93

Posts: 263
Joined: Feb 12, 2014
Posted by @jkennedy93, Jun 9, 2016

If you’re shooting again, I would invest in a Lav mic for the ipHone. Not expensive and it will sound great.


Linda Hageman, RN
@hagm04

Posts: 52
Joined: Feb 28, 2011
Posted by @hagm04, Jun 10, 2016

great post. our nonprofit www. AMENSupport.org utilizes Facebook for most of our Social Media interaction. Lately we have been thinking that we would like to mover our clients to our website. Why? We have so many individuals and several times a mo. we have some unkind folks who make comments that are not helpful and causes riffs with other MEN folks. We do have a set of rules and people that do not follow the rules are given a warning and if the behavior continues we, unfortunately block them. HELP. Thank You Linda Hageman, RN

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