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March 8th, 2017

MCSMN Welcomes First Bronze Fellow from #MayoinOz 2016

By Taryn Offenbacher, Communications Specialist

MCSMN Badge BronzeCongratulations to Kirsten Harris, Marketing and Business Development Manager at Auckland Eye Limited, on becoming a Bronze Fellow in the Mayo Clinic Social Media Network (MCSMN)!

Kirsten HarrisKirsten crafted a comprehensive social media strategy to support the Auckland Eye business goal of growing total laser procedures in 2017 by increasing social media referrals to their website and appointment booking. Auckland Eye is a centre of excellence in New Zealand for eye care and has a team of leading Ophthalmologists providing a comprehensive range of eye treatments.

Auckland Eye was the first provider in Auckland to offer Lasik and is the exclusive provider of SMILE laser surgery in the Auckland region. However, despite this advantage, competitors benefit from stronger brand awareness. To overcome these challenges, Kirsten developed a strategy to increase the consistency and quality of targeted content to their key audience through existing social media platforms and the addition of an Instagram account.

Using Facebook, Instagram, LinkedIn, their blog and YouTube, the Auckland Eye team aims to increase awareness of their unique competitive advantage by focusing on the key message that SMILE laser eye surgery is the biggest technology breakthrough since LASIK and Auckland Eye is the exclusive provider in Auckland.

A secondary message that could inspire branded content is: We care about our patients and we genuinely love improving how people see the world. She initially considered adding Pinterest and Twitter to their social media mix; however, upon further consideration, it appeared more beneficial to focus limited resources on creating quality content on fewer, targeted platforms.

She initially considered adding Pinterest and Twitter to their social media mix; however, upon further consideration, it appeared more beneficial to focus limited resources on creating quality content on fewer, targeted platforms. If successful, Auckland Eye will increase online bookings for free laser surgery assessment by at least 100% above the yearly average in FYE18.

Kirsten, welcome to the Bronze Fellow circle!

Here is her plan.

If you're interested in following in Kirsten's footsteps, the first step is complete our Social for Healthcare Certificate from Mayo Clinic and Hootsuite and then participate in Social Media Residency. If you're already a premium member of MCSMN, the online Certificate is included and you get a discounted rate for Residency. If not, the online certificate and a one-year premium individual membership are included in your Residency registration.

The next residency session is May 15 in Rochester, Minn., and we'll also be holding Social Media Residency Dec. 13 in Scottsdale, Ariz., following our 2017 MCSMN Member Conference. Registration for both the Conference and Residency will open later this month.

Tags: Bronze Fellow, Member Profiles

Liked by Rebekah Moore, MS, LGC, David Grayson, MakalaArce, Dan Hinmon, MCSMN Director

Comment


Dan Hinmon, MCSMN Director
@DanHinmon

Posts: 2040
Joined: Apr 13, 2011
Posted by @DanHinmon, Wed, Mar 8 10:08am

Congratulations, @kharris! Your plan is well-thought out backed by interesting statistics. Could you share with us how long it took you to develop the plan?

Liked by MakalaArce


Kirsten Harris
@kharris

Posts: 1
Joined: Oct 24, 2016
Posted by @kharris, Wed, Mar 8 4:08pm

Thanks so much Dan. I starting writing the bones of our plan soon after arriving back from the residency in Melbourne last November. After adding to it over a couple of weeks during December I submitted it for review just before Christmas 2016. I received some fantastic feedback from the Mayo team and after refining the plan a little more resubmitted it at the end of January and happily received the Bronze Fellowship just recently. It’s been an incredibly valuable process and has put us well on the way to successfully achieving our business goals at Auckland Eye.


MakalaArce
@MakalaArce

Posts: 71
Joined: Jan 31, 2011
Posted by @MakalaArce, Mon, Mar 13 8:00am

Yes, congratulations, @kharris! Thank you for sharing. It would be great to see follow-up information afterward for how it went…Did you meet your goals? Any metrics you would be willing to share? What would you do differently? Etc. Thank you for considering.


David Grayson
@sasanof

Posts: 39
Joined: Aug 14, 2015
Posted by @sasanof, Fri, Mar 24 8:32pm

@kharris awesome work Kirsten and great to see a Kiwi leading the way!

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