MCSMN Blog

November 14, 2018

2018 #MCSMN Annual Conference – Day One

By Margaret Shepard, Communications Specialist

Today was the first day of our Annual Conference. 2 keynote and 4 breakout sessions occurred for a day filled with great content and opportunities to learn.

Below are some key takeaways from the various sessions. You can view more insights from the day (and join in tomorrow!) on Twitter by searching #MCMSN.

Keynote: The Magic of Storytelling on Social Media by Dr. Alfredo Quinones-Hinojosa

  • What tells a good story? The power of hope.
  • HOPE - Healing; Opportunity; Persistence/Patients; Education/Empowerment.
  • Let your patients tell the story.
  • Find the essence of a story. Boil the complexities down to emotions everyone can understand and it will be remembered.
  • CARE - Connect (with patients); Ask (challenging questions); Realize (that for the patient this is the most important day of their life); Execute but don’t forget to dream first.

Crisis Communication: Managing Negative News, Angry Followers, and Trolls on Social Media by Lee Aase and Cynthia Floyd Manley

  • Crises provoke emotional responses – remember there’s a human behind the avatar. Treat them respectfully but stick to the facts.
  • Remember that not every development or inflammatory comment needs a response.
  • Keep an eye on your personal accounts in addition to branded accounts.

How Mayo Clinic's Patient Online Community Changes Health Care and Advances Science by Colleen Young

  • Online community helps to connect people who share common interests, like a health condition.
  • Help members of a community connect with people, discover a thriving community that can help them change health behavior.
  • Discover and equip champions.

Are You It? Managing Your Social Media Presence with Limited Resources by Lucy Bordewick

  • When your team consists of a small group, team collaboration is the key.
  • Share knowledge with your teammates on the basics and policy for managing social media.
  • Praise staff when they do a great job.

Keynote: Health Communication on Social Media: A Pragmatic Framework for Addressing Mistrust and Misinformation by Wen-ying (Sylvia) Chou, Ph.D., MPH

  • The bottom line for health? Positive comes with the negative.
    • Social support/connection vs cyber aggression.
    • Targeting/tailoring vs echo chambers.
    • Accessibility vs risks in limited health literacy communities.
    • Real-time, cost-effective outreach vs timely and easy spread of falsehoods.
  • What’s unique about social? It can create echo chambers.
  • What social practitioners can do:
    • Monitor bots/trolls/plants/disinformation campaigns.
    • Acknowledge that unaddressed misinformation could affect the patient relationship and adherence to recommended care.
    • Mitigate risk of divisive and inflammatory messages proactively.
    • Build and sustain trusted relationships in existing SM communities.

Designing Chatbots to Improve Patient Experience by Rachel Haviland, Ph.D.

  • What is a chatbot? Relationship Experience Technology: An instant, intelligent, digital conversation. Designed to simulate human conversation and automate 1-on-1 interactions.
  • Five features of conversational marketing (Chatbots): real-time, scalable (not limited by staff needed), engagement, personal, feedback.
  • Symptom checkers are the most common type of chatbots currently in healthcare (often taking the place of a nurse triage line or similar human-dependent interaction).

Help Your Organization Link to Patients, Partners, and Profits on LinkedIn by Beth Granger

  • Should you use graphics for LinkedIn? Infographics, yes. Memes, no.
  • Company pages can now share employee posts.
  • Consider creating graphics for your employees to use as header images to help you control what they use.

Workshop: Energize Your Digital Ad Campaigns to Improve Performance and Conversions by Ashley Testa

  • Look at digital marketing as free market research. Start with a broader targeted audience than you think you’ll need, and then narrow your audience according to results.
  • Don’t scrimp on Google Display Network ads. The lowest CPM isn’t the best value – you want to get your ads onto sites where they are most likely to be seen by your target audience.

Social Listening to Improve Practice-Patient Relations in Healthcare Communication by Margaret C. Stewart, Ph.D. and Christa L. Arnold, Ph.D.

  • Social listening can help medical professionals and allied health staff to understand ongoing, real-time, geographically diverse patient perspectives.
  • Think about your objectives for social listening, and where your patients are. That’s where you need to be listening.

When, Whether and How to Join the Social Conversation: The Debate Around Thoughts and Prayers by Monique Tremblay and Tom Hardej

  • Things to consider before joining in the conversation:
    • Does it fit our overall mission?
    • Does it fit into our social media strategy?
    • Is it interesting and relevant to our audience?
    • Does it provide an entry point for meaningful engagement?
  • Instead of posting “Thoughts and Prayers”, post about how your organization is making a difference.
  • Make sure to come up with strong response guidelines. Things to think about: Are we staying true to our mission? Are we protecting patient information/privacy? Are we staying social (limit canned responses)?

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