Live@MountSinai was established as an organic social media campaign that aligns with the Mount Sinai Health System's U.S. News and World Report initiatives to demonstrate Mount Sinai's national clinical and research leadership. As the first health system to use Facebook Live, our goal was and continues to be, educating the public on health matters, news, innovation, and research.
Examples include raising awareness about diseases and medical conditions like inflammatory bowel disease, cancer, and childhood obesity. An additional goal is to highlight thought leadership across the Health System, including our President and CEO, Kenneth L. Davis, MD, who addresses subjects such as health care reform and, most recently, Puerto Rico's health care lessons in the aftermath of Hurricane Maria.
By raising awareness of diseases and conditions, we also showcase innovative technology being used at Mount Sinai to treat our patients, and highlight the latest in groundbreaking medical research taking place at the Icahn School of Medicine at Mount Sinai, all via Facebook Live. Our very first Facebook Live video was of a robotic prostate surgery. Live@MountSinai is not only used as an educational tool, but also to give Mount Sinai patients and employees a voice, allowing them to share their personal experiences at Mount Sinai.
Live@MountSinai videos are pegged to trending health news, such as the latest health care reform legislation, and monthly health observances, like ovarian cancer awareness month.
After selecting the subject matter of the video, we identify an expert and/or a patient to speak about that topic, and secure a location to record the video that will have strong Internet connectivity. Promotional material is then developed. In collaboration with our Creative Team, promotional graphics are designed and scaled to fit on various social media platform feeds, including Twitter and Instagram. The designed graphic consists of a photograph of the individual(s) featured in the video or a photograph that represents the topic, and the date and time when users can tune in to watch the video.
Once the creative has been developed, posts—including the graphic and text on what the video will entail—are then scheduled a week before the video, across nine social media channels on Facebook, Twitter, and Instagram, all linking back to our Facebook page. During that time, the individual(s) featured in the video are prepped with questions and topics that could be addressed during the video. Although Live@MountSinai leverages Facebook Live, promotion is also spread across the Mount Sinai Health System's Twitter and Instagram channels.
The day of filming, we arrive at the location an hour early to conduct Internet connectivity and sound checks. We review the questions with the individual(s) and make sure they are prepared for the video to go live.
Minutes before the video goes live, reminder posts are published so that our multiple social media audiences know that the video will begin momentarily. During the live broadcast, photos are taken and posted on Twitter and Instagram to continuously promote the video. After the live broadcasting has ended, we continue to promote the video link for several days across the same channels.
However, not all of our Facebook live videos are planned. Many videos are recorded at events, especially events that the Mount Sinai Health System or the Icahn School of Medicine at Mount Sinai has a special relationship with, such as the Aspen Ideas Festival and the US Open.
All promotion is done organically.
Since the launch of Live@MountSinai in 2016, 100 videos have been recorded on Facebook Live, organically generating 525,361 video views and 18,691 engagements (likes, reactions, shares, and comments) in total. However, our success is not only measured in the amount of views and likes we receive, but rather how our Facebook audience interacts with our content and the value they gain in what we share in our videos. That success is measured through comments such as the following:
"I am very grateful to Mount Sinai for the care provided to my husband and myself! Awesome, knowledgeable doctors!" - Gloria Harley
"God bless Mount Sinai. They saved my life. Twelve years a survivor." - Estina Robinson
"Keep up your great work !! Thank you for informing and giving info out on FaceBook!!" - Deborah Piraino-Harreguy
"Really like this educational talk. This is an extremely comprehensive talk. How do I make an appointment with you?" - Shaun Chandran
"So incredibly impressive and informative!!!!" - Carolyn Blank Morris
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