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Mayo Clinic at Blogwell MSP
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Mayo Clinic at Blogwell MSP

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The presentation I'm slated to deliver on Thursday, August 13, 2009 at BlogWell. Hashtag on Twitter will be #blogwell.

The presentation I'm slated to deliver on Thursday, August 13, 2009 at BlogWell. Hashtag on Twitter will be #blogwell.

Published in: Health & Medicine, Technology

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Transcript

  • 1. Mayo Clinic Social Media Update: Growth and New Applications Blogwell MSP Lee Aase Manager, Syndication and Social Media Mayo Clinic August 13, 2009
  • 2. Agenda • Rapid recap of BlogWell Chicago (see it at http://bit.ly/SKMwo) • Sharing Mayo Clinic update • Twitter Transformation • Unique cost-saving “old media” project facilitated by social media launching this month 2
  • 3. 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 3
  • 4. Genius not required ... 4
  • 5. The MacGyver Mindset 5
  • 6. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 6
  • 7. Mayo Clinic Medical Edge News Media Syndications 7
  • 8. podcasts.mayoclinic.org 8
  • 9. newsblog.mayoclinic.org 9
  • 10. 10
  • 11. 11
  • 12. sharing.mayoclinic.org 12
  • 13. Twitter Transformation for @mayoclinic • Started with Hippocratic approach • Tweeting via RSS feed • Started following, engaging Feb ’09 • @mayoclinic followers have increased >400% in 6 months 13
  • 14. 14
  • 15. Don’t (just) pitch the media. Be the media 15
  • 16. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly 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 16
  • 17. The next day... 17
  • 18. Six days later... 18
  • 19. April 22 19
  • 20. Sunday, May 3 20
  • 21. 21
  • 22. 22
  • 23. May 4 23
  • 24. Cinco de Mayo 24
  • 25. May 10 25
  • 26. 26
  • 27. May 11 27
  • 28. May 12 28
  • 29. A sampling of the comments... 29
  • 30. May 15 30
  • 31. Early Morning May 26 31
  • 32. May 26, 2009: Live in Studio Good Morning America 32
  • 33. 33
  • 34. May 28, 2009 34
  • 35. Results • More than 4.3 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 35
  • 36. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 36
  • 37. The Next Big Thing: Radio Syndication 37
  • 38. Healthline becomes Medical Edge Weekend • Host is Mayo Clinic M.D. with 20 years local radio experience • Previous syndication not feasible • 1999: Unlikely profitable • 2008: $20K/month unavailable • Opportunity for creative application of social media tools 38
  • 39. The MacGyver Syndication Plan • Production continues at KROC-AM • Segments delivered to affiliates as mp3 files for next week’s broadcast • Topic for live production posted to blog, promoted via Twitter • Listen live through audio stream from flagship station • Podcasts posted 9 days later 39
  • 40. Official Launch August 22 • Already a “win”: formerly local program now internationally available • Gradual growth is practical because costs are nearly $0.00 • Unbridling a physician’s passion • Significant new social media content 40
  • 41. 41
  • 42. Follow Medical Edge Weekend Progress • radio.mayoclinic.org • #mayoradio • @mayoclinic 42
  • 43. Contacting Me • @LeeAase • aase.lee@mayo.edu • Google Lee Aase or SMUG U 43