Mayo Clinic contributed four articles to the December issue of the Journal of the American College of Radiology, which has a special focus on social media and strategy.
Here's a quick recap of the insights and innovations straight from the Mayo Clinic playbook shared in these articles. Click the titles to read them in full, or check out all of the related articles.
Given that word-of-mouth references continue to be a primary driver of patient referrals in health care, social media tactics have the ability to exponentially enhance this referral network by:
Mayo Clinic began conducting brand research in the 1990s to assess consumer and patient inclination to consider Mayo Clinic for diagnosis and treatment of serious medical conditions. Two key sources emerged: news stories in traditional media and word-of-mouth recommendations from satisfied patients and referring physicians.
This led Mayo Clinic to approve a national media relations strategy which eventually grew to include social media. These tools enabled the media relations team to more effectively reach journalists while also helping medical specialists grow their practices by providing in-depth information directly to prospective patients.
The result? In Mayo Clinic’s first official year on Facebook, the page received 130 comments. In Q1 2017, posts on Mayo's Facebook, Twitter, YouTube, LinkedIn, Instagram, and Pinterest pages had more than 965,000 combined engagements, and specialty groups published to 62 Facebook pages.
The article also describes the origins and evolution of what has become the Mayo Clinic Social Media Network (MCSMN), and how it is consistent with the example of our founders, Dr. Will Mayo and Dr. Charlie Mayo.
Mayo Clinic developed an innovative, scalable care model to create and sustain relationships that benefit patients, foster relationships with like-minded partners to act as a strategy against the development of narrow health care networks, and increase brand awareness of Mayo Clinic. The result: Mayo Clinic Care Network (MCCN).
The MCCN allows regional health care systems to have routine access to an academic medical center without the cost and infrastructure of a merger-and-acquisition model. It allows a majority of patients to remain close to home and receive care by their local providers, even for complex medical issues.
How We Did It:
MCCN member organizations also receive premium membership in MCSMN.
Social media and digital publishing platforms represent a new domain in academic medicine. Many institutions and scholars are using this space for the creation and dissemination of knowledge in areas such as branding, community outreach, medical education, and research.
What you Need to Know:
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