Marketing Mayo Clinic Through Social Media

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  • 1863 William Worrall Mayo arrives in Rochester 1883 Tornado leads to building of St. Marys Hospital 1892 Mayo brothers (Will and Charlie) invite others to join family practice • 1905 Frozen section for surgical diagnosis • 1907 Unified medical record • 1919 Mayo brothers place assets in Foundation • 1939 Mayo brothers die • 1950 Nobel prize for cortisone • 1955 Mayo team pioneers heart surgery with perfected bypass machine
  • Marketing Mayo Clinic Through Social Media

    1. 1. Marketing Mayo Clinic through Social Media <ul><li>Lee Aase </li></ul><ul><li>Manager, Syndication and Social Media </li></ul><ul><li>Mayo Clinic </li></ul><ul><li>e-Patient Connections 2009 </li></ul><ul><li>#ePatCon </li></ul><ul><li>October 26, 2009 </li></ul>
    2. 2. About Lee Aase (@LeeAase) <ul><li>B.S. Political Science </li></ul><ul><li>14 years in politics and government at local, state, national levels </li></ul><ul><li>Mayo Clinic since April 2000 </li></ul><ul><ul><li>Media relations consultant </li></ul></ul><ul><ul><li>Manager since 2004 </li></ul></ul><ul><ul><ul><li>Media Relations/Research Comm </li></ul></ul></ul><ul><ul><ul><li>Syndication and Social Media </li></ul></ul></ul>
    3. 3. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
    4. 4. Mayo Clinic and Word of Mouth <ul><li>91 percent of patients surveyed say they have said “good things” to an average of 40 people following a Mayo visit </li></ul><ul><li>85 percent say they recommended Mayo to a friend </li></ul><ul><ul><li>Advised an average of 16 to come </li></ul></ul><ul><ul><li>5 actually came </li></ul></ul>
    5. 5. Sources of Information Influencing Preference for Mayo Clinic
    6. 6. Mayo Clinic Medical Edge News Media Syndications
    7. 7. First Foray in New Media <ul><li>Existing Medical Edge radio mp3s </li></ul><ul><li>Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug. </li></ul>
    8. 8. Step 2: More, Longer Podcasts
    9. 13. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
    10. 14. Key Tool: Flip Video Camera* <ul><li>Affordable for all campuses (and you) </li></ul><ul><li>Recording interviews (with tripod) improves existing processes </li></ul><ul><li>Authenticity without writer’s cramp </li></ul><ul><li>Provides potential blog resources </li></ul><ul><ul><li>Audio of full interview </li></ul></ul><ul><ul><li>Video excerpts </li></ul></ul><ul><li>Limited group of video editors to ease adoption, ensure quality </li></ul>
    11. 15. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80
    12. 16. podcasts.mayoclinic.org
    13. 17. newsblog.mayoclinic.org
    14. 18. sharing.mayoclinic.org
    15. 21. Yearly Cost for a Customized Blog $75.00
    16. 22. Four case studies in eight minutes
    17. 23. A Story from Twitter
    18. 25. Ensuing Conversation
    19. 27. A Story from Facebook...
    20. 31. Tamiko says... <ul><li>“ I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ” </li></ul>
    21. 33. VVP for Philadelphia Phillies
    22. 36. The Octogenarian Idol Story <ul><li>Alerted to interesting video of elderly couple playing piano in Gonda atrium </li></ul><ul><li>Video shot by another patient and uploaded to YouTube by her daughter </li></ul><ul><li>Video had been seen 1,005 times in six preceding months since upload </li></ul><ul><li>Embedded in Sharing Mayo Clinic , posted to Facebook, Tweeted on 4/7/09 </li></ul>
    23. 37. The next day...
    24. 38. Six days later...
    25. 39. April 22
    26. 40. Sunday, May 3
    27. 43. May 4
    28. 44. Cinco de Mayo
    29. 45. May 10
    30. 47. May 11
    31. 48. May 12
    32. 49. May 15
    33. 50. Early Morning May 26
    34. 51. May 26, 2009: Live in Studio Good Morning America
    35. 53. Results to Date <ul><li>More than 4.7 million views on YouTube </li></ul><ul><li>More than 1.4 million views on Sharing Mayo Clinic </li></ul><ul><li>Before posting to Sharing Mayo Clinic : 1,000 views in six months </li></ul><ul><li>After posting, Facebooking and Tweeting: 5,000 views per hour </li></ul>
    36. 54. Lessons <ul><li>Your mileage may vary, but... </li></ul><ul><li>You’ll go a lot farther if you get a car. </li></ul>
    37. 55. Immense Potential <ul><li>Marketing we couldn’t buy at any price </li></ul><ul><ul><li>500,000 annual unique patients, 50,000 employees as ambassadors </li></ul></ul><ul><li>More efficient care delivery </li></ul><ul><ul><li>Patient support groups </li></ul></ul><ul><ul><li>Chronic disease management </li></ul></ul><ul><ul><li>Workplace Collaboration </li></ul></ul><ul><li>Free versions let you prove concept, gauge readiness </li></ul>
    38. 57. “ Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
    39. 58. “ Your kids aren’t smarter than you are. They’re just not afraid to look dumb.”
    40. 60. If you have an iPhone, Let’s Bump!
    41. 61. If not, contact me by... <ul><li>Googling Lee Aase or SMUG U </li></ul><ul><li>@LeeAase on Twitter </li></ul><ul><li>[email_address] </li></ul><ul><li>Continue conversation at #ePatCon (Twitter) or via SMUG comments </li></ul>

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