Social Media Update
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
July 29, 2009

The power of Facebook...
• Evelyn’s existence
• Video to her grandparents
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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 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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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 OOP 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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podcasts.mayoclinic.org
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newsblog.mayoclinic.org
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sharing.mayoclinic.org
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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 10
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May 11
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May 12
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May 15
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Early Morning May 26
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A sampling of the comments...
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May 26, 2009: Live in Studio
Good Morning America
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May 28, 2009
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Results to Date
• More than 4 million views on
YouTube
• Before posting to Sharing Mayo
Clinic: 1,000 views in six months
• Since posting, Facebooking and
Tweeting: 5,000 views per hour
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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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How You Can Help
• Check out Sharing Mayo Clinic and
related Mayo social media sites
• Help spread the word within work
units so staff will be alert to great
stories and those willing to share
• Experiment personally and become
familiar with tools: Google SMUG U
(or Lee Aase) for online training
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