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Mayo Clinic Connect From Ghost Town to Bustling Community
Cynthia Elliott, Senior Marketing Specialist, Mayo Clinic
Colleen Young, Community Director, Mayo Clinic Connect
May 2016
@MayoClinic
@colleen_young
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How it all began
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Launch success
• Rapid growth immediately upon launch
• Positive outward effects
• Favorable patient demand volumes
• Surpassed full-year membership goal within first quarter
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Lessons learned
• Miscalculation of resources and efforts
• Engagement slipped when campaigns were not in market
• Vision was there, but sustainability was not
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The Mayfly Syndrome – It’s fatal https://flic.kr/p/azKECP
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Ghost town community
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Time to recalibrate
• Focus on healthy, engaged community
• Secure leadership support in reinvestment
• Expand the team and identify supporting roles
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RE-think, RE-design, RE-animate
• Develop strategic community plan
• Re-design
• Create an intuitive user experience
• Build community
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“A group of people who share a strong common interest,
form relationships and interact online.”
~Richard Millington
What is a successful online community?
https://flic.kr/p/rSCbtk
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Ingredients of successful communities
https://flic.kr/p/c8Qiq5
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Domain & purpose
The domain inspires people to contribute.
A clearly defined domain affirms the community’s purpose and value to both members and other stakeholders.
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©2016 MFMER | 3507910-13Mayo Clinic Confidential Information – Unauthorized Use or Disclosure is Prohibited @colleen_young
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Usability
Usability refers to how users interact with the technology.
It describes the user’s experience with information design, navigation, access, and the dialogue and social supports, etc.
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Sociability
Sociability refers to how members of a community interact with each other.
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Activity begets activity
• Increase response velocity
• Connect members
• Foster supportive conversation
• Discover their knowledge
• Nurture the activity
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Bustling community
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Community Management
≠
Moderation (it’s far more)
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Teamwork
• We must be team focused
• Internal and external resources
• Collaboration is critical
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The Future: Goals & Aspirations
• Implement a patient loyalty program
• Strengthen relationships
• Aid in patient to patient referral
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Mayo Clinic Connect
@MayoClinic
@colleen_young
Questions & Discussion
connect.mayoclinic.org