We all know that Mayo Clinic is an example for all the healthcare institutions in the world regarding the inclusion of social media in their communication. Here are two stories that happened with Mayo Clinic and that they could handle properly.
1) A Latvian doctor at Mayo sent a controversial letter to a Latvian government official in 2009 in which he stated “as a physician, [he] cannot treat equally Russians and Latvians.” Now the letter was translated and caused serious troubles to Mayo as users left comments on the wall of the Mayo Facebook page. Mayo could deal with this properly by using fast, accurate communication with users, open comments and they tried to “flood” the stream of negative comments with positive news and announcements. Later, they asked users to comment on this issue on a different discussion tab leaving the main page for other news.
For a clinic having such open and social media centered communication, I think they cannot let this happen without consequences, they should have fired the particular doctor for 1) publishing racist comments and 2) for keeping the positive attention/reputation they have been building for a long time. Instead, they posted a message saying that they “have talked with Dr. Slucis regarding the nature, tone and perception of his comments. Regarding every other aspect, the way they handled the situation was perfect.
2) A patient posted a picture on the Mayo Facebook page about a wound/infection and asked for help. As I teach students about such situations in the Internet in Medicine course, they should let the patient know that they can’t diagnose online and provide them with real contact addresses. That’s exactly what Mayo Clinic did in this situation. Although other comments came with diagnostic ideas and miracle cures, but that’s not Mayo’s problem.
Mayo Clinic could deal with two serious issues and is still an example not only for healthcare institutions planning to use social media, but also for any kind of companies that try to promote and defend a brand online.