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Fri, Feb 28 6:57am · Jumping in Feet First

TriHealth colleagues Jenn Shafer and Jess Lewis following their presentation at the Mayo Clinic Social Media Network annual conference last October.

Jess Lewis, a Social Media Specialist at TriHealth, Inc. in
Cincinnati, Ohio, joined the Mayo Clinic Social Media Network when TriHealth
became a MCSMN corporate member in 2017.

As Lewis explored the website, she found a community she
would gladly be a part of.

“I joined the Mayo Clinic Social Media Network because it’s
something my organization was actually already involved with, but I got more
involved when I saw that all the advice and the conversations were from people
who were super experienced with social media.”

Since joining the community, Lewis has been incredibly
active in discussions, constantly sharing advice from how her organization uses
social media. This aspect of the site is Lewis’ favorite part.

“What I found most valuable about the Mayo Clinic Social
Media Network is the ability to both give and get advice. If I have a question,
someone will always answer it, and I found that to be immensely valuable in the
way I do my job.”

Lewis brought her activities in the community from online to
in person as she presented Community
& Collaboration: Building a Cohesive Culture Inside & Out
with TriHealth
colleague Jenn Shafer at the 2019 MCSMN Annual Conference.

Lewis kept it simple when giving advice for potential members of the community:

“I would say just do it, just jump in with both feet first, or head first whichever you choose. But really, once you see the discussion boards, and start participating, you’ll enjoy it.”

Learn more about membership options.

Fri, Feb 14 7:51am · Finding the Best Training

Christy Owenby, the CEO and Healthcare Digital Strategist of
MOXY Company in Covington, Louisiana, was looking to keep her team up to date
on trends in healthcare and marketing. Driven by her belief that Mayo Clinic is
the gold standard in healthcare, Owenby knew that the Mayo Clinic Social Media
Network would offer her and her team gold standard training:

“They had an awesome program, the social media residency, the fellowship program after. They really took healthcare marketing very seriously, and that’s what we wanted to be a part of,” Owenby stated.

In addition to this valuable training, Owenby said the most value she found is the community, specifically fellow healthcare marketers that have the same interests.

“We want to make sure that we all protect our healthcare
organizations, and our physicians and doctors that we represent, and the
information, the education and the technology advancements and just the network
we find, the relationships we build.”

Since joining in 2018, Owenby has been an active participant in the community. Taking part in discussions, obtaining the Social Media Basics Certificate, as well as the Social Media Residency and becoming a Bronze Fellow, a track Owenby suggests that all who are considering joining to do. In addition Owenby emphasizes this membership and education to clients in order to provide them with more advanced, strategic and HIPAA-compliant marketing plans.

All in all, Owenby says the Mayo Clinic Social Media Network is her “go to.”

“The place to go for education and to have the most trending topics in what’s going on in healthcare marketing is with the Mayo Clinic Social Media Network.”

Learn more about membership options.

Fri, Jan 31 7:17am · Encountering a New Challenge

In October of 2017, Jenn Shafer encountered a new challenge when she joined TriHealth in Cincinnati, Ohio as a Marketing Communications Consultant. New to the healthcare industry after working in aviation, she was looking for insight on this new field and found it on the Mayo Clinic Social Media Network.

“I joined the Mayo Clinic Social Media Network because Mayo Clinic is known for being at the cutting edge of so many things, including social media. I joined the community so I could learn, especially from some of the best.”

Shafer was able to dive into a community where her questions
could be answered by peers with similar experience. She also appreciates the
contributions from the Mayo Clinic team,

“Their staff is great at answering questions and also providing
anything they have that may be able to help your organization.”

Shafer not only took part in activities online but also in
person as she presented Community
& Collaboration: Building a Cohesive Culture Inside & Out
with
colleague Jess Lewis at the 2019 MCSMN Annual Conference.

According to Shafer, the key to success for anyone
considering joining the Mayo Clinic Social Media Network is to not get
overwhelmed.

“There are a lot of discussion boards and a lot of pieces to the website that are very helpful, but take it piece by piece. Get involved, answer a question, see what people are talking about. Take it slowly then really get involved as you feel comfortable. The people there are there to support you, and they’re there for you if you have questions or if you need any help.”

Learn more about membership options.

Fri, Jan 24 7:25am · Taking the Next Step

Rob Zanin began his work at WellStar Health System in Atlanta in 2007, and since that time he has risen to act as the director of digital strategy and brand experience, a role he has filled for the past six years. When WellStar Health System joined the Mayo Clinic Care Network, he knew joining the Mayo Clinic Social Media Network was the logical next step for him to take.

“As a leader in the digital space it just made total sense
for us to join the Mayo Clinic Social Media Network as well. There are so many
amazing marketers on the platform solving similar problems to what we’re
solving in Atlanta, and it’s just a great space to share ideas.”

As he continued to explore the Mayo Clinic Social Media
Network, he found out this valuable platform was different than the rest.

“It’s super valuable to us because there’s such a low amount
of vendor noise on the platform compared to what you may see on other medical
discussion boards, where everyone seems to be pitching their solution although
it might not be best thing for you. Mayo Clinic really offers a neutral
approach where everyone comes together to help the patient.”

As time went on as a member of the community, Zanin not only
learned from the community but was also able to share his experience and
knowledge. At the 2019 MCSMN Annual Conference, Zanin’s presentation, “Engineering Efficacy for Small Teams” shared how his team has found
success.

For those new to the Mayo Clinic Social Media Network, or
those considering joining, Zanin suggested using the knowledge of those who
came before,

“I would definitely chat with other people in the industry who have tried it. Learn a little bit more about the benefit that they found.” He added, “Obviously there’s very little risk to signing up, the forums are well archived, well tagged, well curated, and I think you’ll get a lot of value out of it.”

Learn more about membership options.

Fri, Jan 10 9:15am · Finding a Social Media Community

Jen Rittenhouse has made a career of writing creatively. Now working with MultiCare health system in Tacoma, Wash., as the Social Media Manager, Rittenhouse was looking to connect with others when she found the Mayo Clinic Social Media Network.

Finding a community

“I joined the Mayo Clinic Social Media Network because I was
LONELY. I find social media to be a really isolating place, it’s doubly
isolating managing social media for healthcare” Rittenhouse said.

She was hoping to connect with peers and have a community that she could learn from. Rittenhouse explained,

“The Mayo Social Media Network has made my life better because it’s a place that I can go to ask questions of my peers, to share ideas, to learn what other people are doing and it’s also a great resource.”

An offline impact

 Since joining in Mayo
of 2016, Rittenhouse has taken part in discussions and presented at the 2019
MCSMN Annual Conference.

At the conference, her presentation titled Evidence-based Social Media: 5 Ways to Support Your Organization on the Internet Without Selling Your Soul, described the steps she took in handling the wide variety of requests she has received while managing the social media for MultiCare.

Rittenhouse kept it simple in her advice for potential MCSMN members,

“If you are considering joining the Mayo Clinic Social Media Network, you should just join.”

Find out more about the benefits of Mayo Clinic Social Media Network memberships.

Helpful Links

Nov 25, 2019 · A Helping Hand - Just a Click Away

Angi Moore, Director of Digital Marketing at Cassia

As Angi Moore began her new role as director of digital marketing
at Cassia in a Minneapolis suburb, she was looking for a place to learn from
others in her field. In her job prior to Cassia, she primarily implemented the
customer relations management (CRM) software. With Cassia, besides implementing
CRM she would also be responsible for digital marketing strategies.

A fantastic resource

As Moore prepared for her new role, she needed a place to go to expand her knowledge. She found this in the Mayo Clinic Social Media Network.

“It’s been a fantastic resource for me as my company has
gone through some growing pains of developing their own social media plans and
policy,” explains Moore. “Having the feedback from the colleagues on the network
has been invaluable.”

Moore joined the Social Media Network in January this year and discovered that the discussion forum helped her reach many other members with a wide range of expertise and knowledge. She received varied and candid answers faster than she expected and found she could rely on the community. Everyone was willing to help, even if it meant meeting in person.

Start implementing right away

“Within the first month of being a member I actually met face
to face with another network member, and she provided incredible insight and
great resources for me to take back and start implementing right away” Moore
said.

“The wealth of resources, in terms of people and knowledge,
is invaluable,” Moore added. “I wouldn’t be able to do my role without their
help. There are no dumb questions, and I never feel like I am too low on the
totem-pole to get great responses.”

New ways to accomplish goals

As Moore faces challenges she is constantly thinking of new
ways to accomplish her goals. She knows a helping hand is just a click away. “The
Mayo Clinic Social Media Network allows you to have great ideas and receive the
tools and knowledge to bring them to fruition.”

Find out more about the benefits of Mayo Clinic Social Media Network memberships.

Helpful Links

Oct 25, 2019 · Day Two - 2019 #MCSMN Annual Conference

Wednesday was the final day of our Annual Conference. 2 keynotes and three breakout sessions and a live podcast recording 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 two days of the conference on Twitter by searching #MCSMN.

Keynote: Do Less. Slow Down: The Counter-Intuitive Approach to Strategic, Sane, Sustainable Social Media Success by Ann Handley

  • “It’s not can I have your attention?” it’s “How can I earn your trust?”
  • We need trust and affinity together to be successful. Do I trust you, but also do I like you.
  • Slow down and question what we know about our community
  • Every story is a human-sized story about a universal truth
  • Slow down the experience
  • Slow down and lose your marketing voice, get more specific and more relatable

Online Review – How to Handle, Measure and Gain Insight from What Your Consumers are Telling You by Reed Smith

  • Review management goes beyond the best software and star reviews. It takes effort, resources, and budget to own your organization’s presence online. Even if your org handles reviews manually, there are ways to be efficient.
  • Manage and claim listing sites (online directories). Be sure key information is accurate: name, address, phone.
  • Respond to feedback appropriately. Acknowledge the reviewer, good or bad. Even a negative perception is reality for the person.
  • Have an organizational process, from response time to leadership buy-in.

Only Minutes to Act: Your Social Planning Didn’t Cover This Situation – Now What? by Camela Morrissey and Beth Granger

  • Collaboration between all departments that could be potentially involved in the controversy is essential.
  • Establish messaging for external and internal communications.
  • Be ready and willing to deviate from set plan.
  • Educate yourself on how to respond to unforeseen situations prior to the crisis.

Keynote: The 4 Neighborhoods of Instagram by Susan B. Zimmerman

  • Four main areas for content production and interaction on Instagram are Story, Feed, Live, and IGTV.
  • Use Feed for building “portfolio” that you can reference later.
  • Use Stories to share time sensitive content as it only lasts for 24 hours.
  • Use Live for interviews or collaborations and enable yourself to get immediate interaction or feedback
  • Use IGTV for long form video explanations that can contribute to your “portfolio”
  • Ensure your brand is consistent throughout account.

Future Trends of Social Media Live Touch Point Podcast Recording by Chris Boyer and Reed Smith

Mayo Clinic’s social media team joined Chris and Reed for a live recording of the Touch Point podcast. Listen to the episode next Wednesday!

Using a Deliberate Social Media Strategy to Boost National Recognition by Dr. Jasmine Marcelin and Dr. Kelly Cawcutt

  • Requires multifaceted approach: Used a blog to present authentic voice and present department to national audience as well as for recruitment, and later Twitter to amplify that content.
  • Be careful what metrics you pick as they may not be as useful as you think it may be.
  • Time will be the greatest challenge so schedule and plan ahead.
  • Tasks can accumulate quickly: delegation and support is needed.

Inspiring Health from HSHS Sacred Heart: Learnings from an Evolving Content Strategy Jane Crosby and Alyssa Van Duyse

  • Develop a persona and create content for that person (in this case, “Pitchin’ it to Pam”).
  • Balance lifestyle and healthcare-related content.
  • Be sure online content hubs are ADA compliant.
  • Repurpose content, from digital to print and vice versa.
  • Space posts over time (4-10 blog posts scheduled over the course of a month instead of 4 in a couple of days).
  • Maintain the platform. People should hear from you periodically so they retain interest.
  • Pay attention to data, including who is engaging and how.
  • For a print publication, recommend 16-24 pages happening 4-5 times a year. This page number allows for more substantive stories. Direct mail and placement in clinics show success.

Boosting Your Personal Professional Brand Using LinkedIn by Beth Granger

  • LinkedIn is one of the places where we get to present ourselves and very rarely encounter negativity
  • We can use the profile, feed, groups, and company pages as personal real estate.
  • Text only posts are most likely to have the most engagement, links receive the least, but experiment and see what is best for your network.

What We Leave Behind: Social Media Marketing for Deceased Organ Donation by Tony Hart

  • Focus on making a difference to drive clicks.
  • Be specific with CTAs: Need + Action do best when paired.
  • Consider cause marketing because: It’s the right thing to do, it can strengthen your brand mission and reputation, it helps increase loyalty among consumers and employees.

Oct 22, 2019 · Day One - 2019 #MCSMN Annual Conference

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: SuperHumans – The Coming Age of Doctors, Patients and Other Human Beings by Dr. Bryan Vartabadian

  • Technology, reductionism, and industrialization have dehumanized healthcare, as it is mediating or driving our interaction with patients.
  • This occurred as medicine transitioned from being human-driven to machine-driven in the early 21st Century.
  • Reimagine our human future – We’ve undersold humanity, oversold technology and we are going to most likely land in the middle, going from the Post-Human age to the SuperHuman age by prioritizing human needs.
  • Physicians will not be replaced but radically redefined as they will require a very high level of emotional intelligence
  • When we add our unique human qualities, we will have the ability to transcend what technology can provide.

The Marketer’s Role in Populations Health Initiatives by Kate Gilmore and Dan Dunlop

  • Population health must consider socio-economic factors to impact health.
  • Community programs working together to accomplish change is key as many health issues can’t be solved in the doctor’s office
  • Keys to success are Influencer support, amplify your message with social media, and continue to build the community by bringing everyone together. Also establish a common vision, develop a sustainability plan and measure progress.

From Nothing to Something: Executing a Social Media Strategy for Nursing Research by Angela Fritsche

  • Social media is a highly effective way to reach the relatively small pool of nurse scientists, who want to seek out new career opportunities and stay updated on research developments – but often don’t have easy access to information.
  • Keeping it simple and easy for Mayo’s nurse scientists was key. Explaining the “why”, providing training resources, assisting with the first few posts, and showing successful examples of professional accounts helped early adopters feel more comfortable getting started on social.
  • Using social to recruit research subjects for clinical trials is a potential future application.

Community & Collaboration: Building a Cohesive Culture Inside and Out – Jess Lewis and Jenn Shafer

  • TriHealth has internal (led by Jess) and external (led by Jenn) social media channels. Their accounts for employees are public and anyone can follow them, but the content is created for an audience of employees. 
  • TriHealth relies on community partnerships to meet their patient populations where they are and show that they care. 
  • People trust their friends. Word of mouth is the most important form of marketing, so TriHealth employees, called team members, are completing training and then the organization will make social media platforms available to staff on their internal networks. 
  • TriHealth uses social media to engage employees by thanking them for their volunteerism and compassion. By balancing their position as a source of truth and showcasing their culture, they connect with both employees and patients. 

Talks with Docs: Humanizing Faculty Through Video by Jonathan Martinez

  • Don’t reinvent the wheel, access what you already have through warm invitations to a diverse group of physicians.
  • Videos with faculty can bring the personality of the doctor to the community which can result in engagement, improving the institutional and personal brand.
  • Seek out all opportunities that could be possible with anything you create.
  • Make it conversational, keeping it comfortable for them as well as you.

Putting Customers at the Center of Your Digital Strategy by Chris Boyer

Three-point framework for digital strategy:

  • Know your customers (and their needs/behaviors). Empathy mapping is a great tool for doing this.
  • Understand their online journey, which is a non-linear way to map how consumers engage with your brand.
  • Align your marketing technology “stack” (aka tools).

Engineering Efficacy for Small Teams by Rob Zanin

  • The WellStar team is using a flexible framework to help them dial into goals and chip away at real business objectives.
    • Starting with business objectives, SMART Goals are established.
    • CSFs (Critical Success Factors), coupled with agile strategies and tactics
    • KPIs – rates (change over time) to track progress. This is where business objectives and social media strategy overlap.
    • Monthly Metrics – marketing channel traffic, % social referrals against previous period.
    • Measures and other inputs.
  • Do you know your company’s brand position? Brand positions are usually only shared internally and should be applied to everything you do. 
  • How does your content align with your target audiences? What learning pathways are they giving you on social?
  • Play jazz. Start putting things together and see what sounds good. Have jam sessions you’re your clinicians, business leaders, patients, community – and especially your detractors. Don’t punish new ideas that fail!

Patient Panel: What do Patients Want to Know? Ask Us… Anything

  • Patients need someone to talk to
  • Every story is different and giving a platform to that story helps the storyteller as well as others.
  • Organizations can help patients by very intentionally is showing they care
  • Present avenues for support everywhere and anywhere
  • Patients learn from health organizations but health organizations can also learn from patients.

Evidence-based Social Media: How to Support Your Organization on the Internet Without Selling Your Soul by Jen Rittenhouse

  • A project brief is important to help keep you on track as you revolutionize your social media policy and keep your goals on the top of your mind.
  • Have a spirit of experimentation and be unafraid of failure
  • Follow a process with your strategy and stick to it.
  • Create parameters you can trust
  • Reward positive behavior on social media and it will continue

The Public Physician Workshop – Practical Wisdom for Mastering your Online Reputation by Dr. Bryan Vartabedian

  • Begin by defining your purpose for being online, seeing how you look online, finding a mentor, and shaping your map (how you want to look).
  • Public profiles on social media are fundamental to your digital footprint.

Young Adult Cancer Caregiver’s Use of Social Media for Social Support and Information by Echo Warner

  • Young adults use social media to improve social support, garner feelings of trust, establish and maintain relationships and to seek information
  • Social media is an important part of the caregiving experience for young adults, and it contributes to the stress and coping social support
  • Recognize that having a face-to-face interaction can improve social support for YACCs on social media.
  • Listen to our patients and caregivers. Ask them what we can do to enhance their social support.

Leveraging International Social Networks: A Weibo Case Study (China) by Emily Hiatt

  • China has an entirely different regulatory, financial, end-use, and technological environment than the US. To communicate with patients and consumers in China, Mass General and other health care organizations must operate within the constraints of that environment – and use different platforms, including Weibo (similar to Twitter).
  • Start with the platform you’re most familiar with, and begin reaching out to international audiences there. From there, bring in an expert to advise on communications norms and content.
  • Hyperlocal hot topics, important national or health awareness days, and well-packaged health tips perform well on Weibo – not simply translating English-language content.

Capturing Moments in Your Hospital by David Henke and Ashley Lawson

  • By focusing on the moments taking place in the hospital, the social media team aimed to welcome people into their environment with open arms and full transparency.
  • A “moment” is a compelling, compassionate, illuminating, authentic and universal human interest story that connects to your brand. Moments are:
  • Return on Community (ROC): How is your content helping you foster online and real-world communities?
  • Return on Partnerships (ROP): How is your content helping you develop or elevate your partnerships?

Debate: RESOLVED: Facebook’s disregard for user privacy compels responsible hospitals to abandon the platform

  • Facebook has not handled our data properly.
  • We should use Facebook in order to meet our patients where they are.
  • We shouldn’t use Facebook for building a healthcare community.
  • View more reactions and viewpoints on Twitter with #MCMSN.