ClinicIt was interesting to note that Mayo Clinic has aspecific for its Facebook page which is an extension of the hospital’s missionstatement. The content posted on their Facebook page is based on the missionstatement which talks about putting the patient first and to encourageinteraction, discussion and criticism but urges the users to be relevant andrespectful. The posts uploaded on the page can broadly be divided into threecategories:· Hospital related posts: Asmentioned earlier, the Facebook page leverages the power of the Mayo Clinicbrand to its maximum potential.
These posts are focused on highlighting theachievements of the hospital in terms of breakthrough medical feats, thetechnological prowess of the institution and the individual achievements of thestaff. The Facebook page is also used as a platform to make announcementsregarding the expansion of current services and structural changes at any ofthe locations, if any. Occasionally,path breaking stories are featured as throwback Thursday or #TBT posts. Theseshow how far the hospital has come since its inception and is again a testimonyof the Mayo Clinic Brand.· Mayo Minute: These are as thename suggests these videos that are a minute long or short articles which caneither be focused on a medical condition or help understand how everydaybehaviours are linked to health. These posts provide just enough information tocreate an interest and make users visit the mayo clinic website to quell theircuriosity.· Current events: These videosand posts are on the lines of the Mayo Minute posts, but are more detailed andprovide an in-depth information regarding the medical conditions making therounds.
These posts are means to show the users the expertise of the medicalprofessionals at the Mayo Clinic and to subtly promote the physicians.· ‘Dear Mayo’ posts: These arebasically Frequently Asked Questions regarding particular diseases. However theseposts are written like an agony aunt column and hence feel relatively differentfrom the run of the mill FAQ posts seen on other websites.· Case Studies: As mentionedearlier the target audience for the Facebook are potential and current studentsenrolled in various programs offered by Mayo Clinic. To engage this particularaudience, case studies are put up on the page, aided with visuals from the mayoclinical laboratories, allowing physicians to make their own diagnosis.There other things that could be seen on the Facebook page were,personal stories by patients, their family members and/or the employees of thehospital.
The Facebook page is also used as a platform to promote events thatthe hospital or an organization collaborating with the hospital is hosting, theperiodic podcasts that the hospital telecasts and videos which maybe betechnical medical videos, general information videos or videos documentingpersonal stories.