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Marketing Mayo Clinic Through Social Media
 

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 Marketing Mayo Clinic Through Social Media Presentation Transcript

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