Integrating Social Media and
Mass Media for Maximum PR
and Marketing Results
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
Healthcare New Media Marketing Conference
Phoenix
June 16, 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
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Behold the power of Facebook...
• Evelyn’s existence
• Video to her grandparents
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Disclaimers
• These results not typical
• Use as directed
• Read and follow label directions
• Side effects may include vertigo, watery
eyes, crackberry thumb and iPhone
application addiction
• Social media tools are an essential part of a
balanced communications diet
• If insufficient media coverage persists,
consult your communications doctor
• Your mileage may vary
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Mayo Clinic’s Origin
http://tinyurl.com/32xbjx

Brand Preference
• Thinking about healthcare institutions
such as hospitals, medical centers and
clinics -- suppose your health plan or
personal finances permitted you to go
anywhere in the U.S. for treatment of a
serious medical condition which
required highly specialized care such as
neurosurgery, sophisticated heart
surgery or complex cancer treatment...
• To which one institution would you prefer to
go for treatment?

Top-of-Mind Brand Preference
U.S. Consumers
Mayo Clinic 11.7
Hospital E 3.1
2006 Study
Hospital D 2.3
Hospital C 1.8
Hospital B 1.3
Hospital A 1.0
Don't know 40.9
0 10 20 30 40 50
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Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
2006 Study
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100
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Mayo Clinic Medical Edge
News Media Syndications
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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
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Mayo Clinic Social Media Progression
• Reach people directly
• Started with Medical Edge
• Produce economically to fit medium
• Provide platforms for sharing
• Create outposts on popular sites
• Energize word of mouth
• Leverage social media with mass media
and vice versa
• Sharing Mayo Clinic
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Developing a MacGyver Mindset
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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
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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
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Cost for a Standard Definition Flip
Video Camera
$150.00
HD available for an additional $80
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HD: Worth the Investment
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podcasts.mayoclinic.org
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newsblog.mayoclinic.org
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Next Step: Launched 1/22/2009
Sharing Mayo Clinic
• Gathering global Mayo community
• Patients telling their stories
• Employee bloggers recruited from
throughout organization
• Video profiles of patients/staff
• Hub to integrate Mayo social media
• Interactive companion to print edition
• sharing.mayoclinic.org
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Sharing Mayo Clinic
Content Sources
• HR/Recruitment identifying employee
bloggers to write 2X/month
• Enhanced stories from print edition
• Flip video from patients on campus
• Question in MD news Flip interviews
• Transplant Picnic, NICU reunion
• Highlight employee service awards
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sharing.mayoclinic.org
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Benefits of Comment Threads
• Patient stories most popular on .org
• Outlet for grateful patients who want
to tell their stories
• Prompts patients to think about
sharing stories
• Alerts us to great stories we may
want to feature in publications,
Medical Edge, media pitches
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Where Sharing Mayo Clinic Fits
• News Blog - Breaking research news;
“Hard” news - Like U.S News, Time
• Podcast Blog - Evergreen “news you
can use” - Like Prevention
• Sharing Mayo Clinic - Features;
behind the scenes at Mayo Clinic,
and stories from patients in their own
words - Like People
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Total Yearly Cost for Three
Customized Blogs
$165.00
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Sharing Some Stories...
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Affirming our Employees
Dear staff,
This 4 minute video actually made me tear
up…the patients mentioning our Judd
Sessions, classes and pamphlets…in relation
to their satisfaction with their care. How
wonderful to hear.
The patient/family testimonials reminded me
how we are making a difference through patient
education in the lives of our patients/families.
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Old-Style Online Newsroom vs.
MacGyver Online Newsroom
• Web 1.0 Online Newsroom
• Typically purchased from a Vendor
• Costly - up to $10,000 + monthly fee
• Password-Protected Access
• MacGyver Online Newsroom
• DIY
• $45/year or $0.12/day
• Open to customers/patients/links
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Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
• Pitched via Facebook
• Previewed on News Blog
• Embedded from YouTube
• CBS Radio Network
• Flip audio downloaded from news
blog made national network air
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And just last Friday...
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Don’t (just) pitch the media.
Be the media.
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Enhancing Distribution of
Patient-Generated Content
• Alerted to interesting video of 90 y.o.
couple playing piano in Gonda atrium
• Embedded in Sharing Mayo Clinic,
posted to Facebook, Tweeted on 4/7/09
• Video had been seen 1,005 times in six
preceding months since upload
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The next day...
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Six days later...
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April 22
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Sunday, May 3
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May 4
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Cinco de Mayo
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May 6
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Thursday, May 7
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May 10
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May 11
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May 15
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Early Morning May 26
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May 26, 2009: Live in Studio
Good Morning America
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A sampling of the comments...
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Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.
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Summary
• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world
through music: Priceless
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Immense Potential
• Marketing we couldn’t afford to buy
• 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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For Continuing Education ...
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Contacting Me
• Google Lee Aase or SMUG U to find
Social Media University, Global
• Twitter @LeeAase or @mayoclinic
• Friend me on Facebook
• aase.lee@mayo.edu
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