What makes Mayo Clinic dominate social media in healthcare? Here are 5 reasons why.
The 2013 Harris Poll EquiTrend survey named the Mayo Clinic website the top Health Information Website, ahead of WebMD. Health and medical research has been and is still one of the most popular activities of online consumers, according to the Pew Internet & American Life Project. The most popular searches are about a specific disease or medical problem; a particular medical treatment or procedure; diet, nutrition and/or vitamins and exercise or fitness information. And when consumers do research healthcare-related information, Mayo Clinic is one of the first websites to pop up. The Mayo Clinic, a healthcare center with facilities in Rochester, Minn., Scottsdale/Phoenix, Ariz., and Jacksonville, Fla., have been able to leverage and enhance its reputation as a trusted source of information through a robust online presence and an expansive social media program that includes:
- Over 772,000 followers and counting on Twitter
- Regularly publishes content via YouTube Channel
- Over 498,252 likes on Facebook
- Podcasts
- Blogging
In 2010, the Mayo Clinic created the Mayo Clinic Center for Social Media to coordinate and focus the Clinic’s various social media initiatives and programs. The Clinic determined how social media allows them to achieve its organization’s larger goals. Namely, Mayo Clinic uses social media to get patients to become better advocates for their own care. Mayo Clinic’s philosophy of its social media is as follows: “Mayo Clinic believes individuals have the right and responsibility to advocate for their own health, and that it is our responsibility to help them use social media tools to get the best information, connect with providers and with each other, and inspire healthy choices.”
But what makes Mayo Clinic a social media juggernaut? Here are five reasons why Mayo Clinic is a dominant force in social media.
1. Strong Brand Recognition
According to an article on Forbes.com titled, 10 ways to Better Brand Recognition, there are several ways to stay ahead in a consumer’s mind. Using the same logo, photo and images in all marketing and communications material is foremost. Consistency is key. A consumer should be able to see the same colors or same image used in association with your company and associate it with you. This includes using the same image on the company website, Twitter, Facebook, LinkedIn, Instagram, etc. Another great tip in building strong brand recognition is excellent customer service. Think in terms of guaranteeing the product or services, quick turnaround times and being available for support when questions arise. This alone is a major factor in whether a consumer will use the services and recommend them to others in the future for new business to you. The goal is to make sure new consumers come to you with an association of positive branding. Also providing constant value to your target market is vital to better brand recognition and becoming the well-respected “go-to” person in the field.
2. Social Media Is At the Forefront of Missions/Values
Utilizing social media stems from the inside out. Not only can it create a great online presence to consumers, but it can also be a great tool for employees. The McKinsey Global Institute (MGI) finds that twice as much potential value lies in using social tools to enhance communications, knowledge sharing and collaborations within and across enterprises. MGI’s estimates suggest that by fully implementing social technologies, companies have an opportunity to raise the productivity of interaction workers—high-skill knowledge workers, including managers and professionals—by 20 to 25 percent. Not only that, ROI can increase with the simple click of a button. But in order to be the best in social media, you have to embrace social media. Immerse yourself in the social media realm and become a guru in your field online. Host a Facebook Group and create a Facebook page. Create a Twitter account and schedule tweets that are meaningful to your overall core audience. Make sure that there is good representation for your company via LinkedIn so that meaningful connections can be made within your field. Update regularly. Work to keep your name in front of your market. On all your social media accounts, share tips, ask questions and network with one another. The benefit to you is that you can stay in touch with your target market and employees in “real-time.” If you aren’t regularly staying in touch with your customers, employees and/or target market, you’re going to lose business and a workforce. Continue reading…
