Mayo Clinic

Humanizing Your Brand – UNC Healthcare

Jason Papagan is well-known in the healthcare marketing field as the Digital Marketing Director for the UNC Healthcare System. For those that know him, they know he is a real “free-spirit.” If you don’t know Jason, get ready for a spirited and fun conversation about humanizing your brand, managing multiple hospitals and being “in the moment” in social media. We chatted longer than usual so drop in the conversation by following the time stamp of our conversation below:

Jason Papagan and Janet Kennedy00:00 Introduction
00:45 Meet Jason Papagan
01:50 UNC Healthcare & REX Healthcare
04:23 He’s a free spirit
05:20 What has changed in digital marketing?
07:07 Shopping center brand transitions
08:20 How many hospitals in UNC Healthcare system?
09:58 Does marketing operate independantly at hospitals?
11:40 What DO you do for a living?
12:50 How far ahead to you plan your strategy?
15:40 UNC/REX Social Media Top 10 in Axial/Becker’s List
17:50 Daily management of social media
19:50 Rogue websites strike again! Chris Boyer
23:37 Facebook changes impact engagement
27:45 Platform changes are a constant factor
29:50 Better late than never?
34:02 Marketing vs. digital budgets
37:00 “Humanizing your brand”: Push marketing vs. engagement
40:50 Analytics
43:35 Responding “in the moment”
49:30 Social Media Tip: Josie Salzman “Keep your eyes and ears open”

Visit our resources page for more valuable (and free!) resources on social media and digital health.

The Yoga Nurse Annette Tersigni

It’s not often you’ll hear the expression “I felt a calling” when someone tells you why they became a medical practitioner. In the case of Annette Tersigni, it happened when she was in a yoga class for health professionals. After participating in a class with stressed out, overworked nurses, she realized she needed to share her knowledge of yoga with them – by becoming a nurse herself. At age 48 she attended nursing school and in 2005 launched The Yoga Nurse program.

What is Yoga Nursing? Yoga Nursing® is a new brand, trend & movement in health care, nursing and yoga created by Annette Tersigni, holistic RN, stress relief, back safety expert and medical yoga therapist. Yoga Nursing unites the ancient wisdom of yoga with the modern science of nursing. Its mission is to train and create a global army of modern nightingales, yoga nurses, who will learn and teach the Yoga Nursing Sacred Remedy— in order to enlighten the ailing health care system and relieve stress, anxiety, pain and suffering for both nurses and their patients.

The Yoga NurseListen in to the conversation or jump into the conversation at the time stamps below.

00:00 Introduction
00:40 Meet Annette Tersigni
01:08 Yoga, Yoga, Yoga
02:15 A Calling for Yoga Nursing
02:45 5,000 year of yoga
04:10 (we really did mention Yoda!)
04:32 Taking a class from Deepak Chopra
05:19 Which came first – the Yoga or the Nursing?
06:50 The marriage of yoga & nursing
08:45 Taught 5,000 sessions
09:28 Foot behind head is not required
10:25 What is Yoga Nursing like in the clinical setting?
13:20 Duke Cardiologist – Dr. Mitchell Krucoff TEDxRTP Speaker & the Sri Sathya Sai Institute of Higher Medical Sciences
15:09 Energy in the room
17:10 A movement whose time has come
20:20 Evangelizing Yoga Nursing
22:25 Approved by AANC
24:50 Carry on plan?
Certified Yoga Nurses26:30 “The Yoda of Yoga Nursing”
28:00 When should Yoga be used?
32:00 “Quantified Self” – Dr. Bertalan Meskó & Yoga. Are they compatible?
35:00 Social Media Tip: Jackie Ryder, “Good Content drives action”

The Yoga Nurse Twitter

Annette Tersigni’s LinkedIn page

The Yoga Nurse Website 

The Yoga Nurse Facebook page

Visit our resources page for more valuable (and free!) resources on social media and digital health.

Physician Venting to Physician Collaboration: SERMO Grows Up

Social platforms, both closed and open, enable communication between patients, physicians, researchers, medical professionals, advertisers and marketers. As Community Director Christian Rubio shared with Get Social Health, sometimes all those voices can be a distraction.  SERMO, the largest physician to physician closed platform offers something that is needed, anonymity. The 300,000+ members of SERMO may choose not to identify themselves so they can speak freely to their peers. Indeed, venting was one of the primary reasons for MDs to join SERMO in the early days of the platform. While politics, both internal and external are still discussed, the larger and more critical mission of SERMO has focused on the medicine. From advice sharing to mentoring young doctors, SERMO has hit it’s stride as a vibrant, growing medical community for physicians.

Follow along our conversation as we discuss:

Meet Christian Rubio, Community Director of SERMO

Floating Doctors Panama

Floating Doctors

What is SERMO?
Verified physicians
What kinds of conversations?
Politics and Medicine
What percvent of conversation are clinical?
The Early Days – ranting
How does the platform work?
How do you search for discussions?
Health Hubs
How is content vetted

Floating Doctors

Case examples: Post-natal infection & Black Glaucoma
Marketing SERMO
Member demographics
Past – Present – Future
WorldOne acquisition
Sponsors and Advertising
Site for Nurses?
Social Media Tip: Ron Petrovich, Manager Mayo Clinic Center for Social Media – 60 Second Rule

Healthcare Social Media Tips

An end of year show calls for a “Greatest Hits” episode. Since all the Get Social Health guests were wonderful interviews, how could I pick a “best”? Therefore I decided to create a “Greatest Tips” episode and looked for some of the best social media tips from some of healthcare’s most experienced and insightful marketing and social media practitioners. Many thanks are due to my former guests for providing a social media tip after their interviews. Plus I would like to give a shout-out to all the attendees at various conferences who were patient and generous with their time when I approached with a microphone and said; “Give me a social media tip, quick!” with no time to prepare their thoughts.

I would also like to mention the conferences where I was able to collect a lot of social media tips, the Mayo Clinic Social Media Residency & Week and the Carolinas Healthcare Public Relations and Marketing winter meeting.

Below are most of the LinkedIn profiles for my “tipsters.” If I missed anyone, please let me know!

Social Media TipsLee Aase
Alice Ackerman
Dr. Betsy Bennett
Chris Boyer
Greg Chang
Katrina Doell
Nick Goodmanson
Dan Hinmon
Sarah Hudson
Jake Jacobson
Amy Jassic
Drew Keller
Stacy Kendall
Sue Klein
Kaitlynn Knopp
Tom Lee
Ahava Leibtag
Dana Lewis
Ellie Martin
AJ Montpetit
Chris Nelson
Shane Perry
Jason Pratt
Lisa Ramshaw
Josie Salzman
Dr. Mike Sevilla
Emily Solecki
Tiffany Swift
Dr. Farris Timimi
Dr. Bryan Vartabedian
Bart Verholtz

Visit our resources page for more valuable (and free!) resources on social media and digital health.

Consolidating 80 Websites: Chris Boyer

In January of 2013, Chris Boyer accepted a massive challenge; join the North Shore LIJ Health System to create a unified digital presence. The challenge? There were at least 80 websites, known and unknown, that related to the health system and affiliated entities. In our conversation, Chris and I walked through some of the challenges he and his team faced in creating a unified presence for his healthcare system.

Check the time stamp below to follow the conversation follow along the conversation.

Christening the new website

Christening the new website

00:00 Introduction
00:45 80 websites!
01:18 First Steps: January 2013
02:29 Digital presence was fragmented
02:49 Website as the hub
04:04 Branding = Logo
05:28 New website is beautiful
06:33 Web traffic
07:55 Lessons from North Shore LIJ could be applied anywhere
08:15 “Our website is not an org chart”
09:57 Who is the website for?
10:01 Gap analysis – Project Management – Content Creation
10:50 Redundant content
12:30 Rogue websites
16:45 Emergency Department wait times
18:13 11 Top Tasks that people want to accomplish on your website
20:20 Web Usability Neo Insight. Personas help from
21:27 How can you create enough content?
25:38 Word count and SEO are not the goal
27:42 SEO and targeting medical keywords
29:05 Web traffic affected?

North Shore LIJ Health System

North Shore LIJ Health System

31:42 Who is on the team
33:15 Marketing Automation
33:50 Web redesign tips
35:20 Don’t try to eat the whole elephant at one time
36:54 Social Media Tip: AJ Montpetit – Video needs good audio

Alan Cooper: The founder of Personas (Start at 11:50) YouTube Interview

Healthcare Innovation in Action

Innovation in healthcare – everybody’s talking about it but how do you do it? Today’s guest on Get Social Health, AJ Montpetit,  has a unique perspective because he works on both sides of the healthcare innovation challenge. By day he works at the Mayo Clinic as a social media contractor for the Center for Individualized Medicine and the Center for Innovation. In his free time, he plays an active role in an innovation program called Global Entrepreneurship Week.

Follow our conversation below:

AJ Montpetit00:00 Healthcare innovation introduction
01:15 Meet AJ Montpetit, Social Media Contractor
02:30 Mayo Clinic Center for Individualized Medicine
03:00 “If it ends in -omics”
03:40 Who is your audience for the IM Center?
04:15 Diagnostic Odyssey
05:15 Do you have your own website?
06:45 Are scientists social media savvy?
07:20 Symplur to support healthcare conference communication
08:00 “Prime the social media pump?”
09:03 Hootsuite for supporting social media
09:45 What is a Hootsuite Brand Ambassador?
12:30 Mayo Clinic Center for Innovation
14:30 Working with departments in one space – building “what if” scenarios
15:50 The “Code Funds” – encouraging in-house innovation
18:10 Roger von Oceh “A Whack on the side of the head”
19:15 “A Kick in the Seat of the Pants”
23:25 Give first to get something from social Media revolution
29:20 Global Entrepreneurship Week

38:55 Social Media Tip: Alice Ackerman, Physician-in-Chief, Carilion Clinic Children’s Hospital

Visit our resources page for more valuable (and free!) resources on social media and digital health.

Roger von Oech: “A Whack on the Side of the Head” & “A Kick in the Seat of the Pants”