Using New Media to Promote
    Health & Medical News

             Lee Aase
Manager, Syndication and Social Media
        ...
About Lee Aase

• B.S. Political Science
• 14 years in politics and government at
 local, state, national levels
• Mayo Cl...
Disclaimers
•   These results not typical
•   Use as directed
•   Read and follow label directions
•   Side effects may in...
If You’re Tweeting, Use This Hashtag
for Questions, Comments, Discussion




  #allhealth
                                ...
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
Sources of Information Influencing
           Preference for Mayo Clinic
     Word of mouth                               ...
Mayo Clinic Medical Edge
News Media Syndications




                           7
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs....
Step 2: More, Longer Podcasts




                           9
10
Step 3: podcasts.mayoclinic.org




                              11
12
13
newsblog.mayoclinic.org




                          14
15
sharing.mayoclinic.org




                         16
Mayo Clinic’s “Magazine Rack”

• News Blog - Breaking research news;
 “Hard” news - Like U.S News, Time
• Podcast Blog - E...
Key Tool: Flip Video Camera
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
 improves existin...
Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
   • Pitched via Facebo...
20
In the last two weeks...




                           21
22
23
Don’t (just) pitch the media.

       Be the media.



                            24
Virality Case Study

• Alerted to interesting video of 90 y.o.
 couple playing piano in Gonda atrium
• Embedded in Sharing...
The next day...




                  26
Six days later...




                    27
April 22




           28
May 1




        29
Sunday, May 3




                30
31
32
May 4




        33
Cinco de Mayo




                34
Yesterday




            35
Lessons
• You can’t manufacture virality, but
 you can prepare for, contribute to it
• Developing infrastructure gives you...
Retroactive Roadmap and
      Philosophy for Future
• Start with current activity extensions
 or high-probability pilot
• ...
For Continuing Education ...




                               39
40
Contacting Me

• Google Lee Aase or SMUG U to find
 SMUG
• Twitter: @LeeAase or @mayoclinic
• Friend me on Facebook
• aase...
National Press Club
Upcoming SlideShare
Loading in...5
×

National Press Club

614

Published on

My presentation at the National Press Club for an event entitled, "Using New Media to Promote Health & Medical News."

1 Comment
1 Like
Statistics
Notes
  • Lee excelent presentation. I´m B.S. in Political Science too, and work as a manager of the Spanish geriatric home of Buenos Aires. I´ll try to follow your ideas. thanks for share it. I send you my work web site, www.hogareliasromero.com
    best regards.
    Leandro Pavòn
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
614
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

National Press Club

  1. 1. Using New Media to Promote Health & Medical News Lee Aase Manager, Syndication and Social Media Mayo Clinic National Press Club May 7, 2009
  2. 2. About Lee Aase • 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 2
  3. 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. 4. If You’re Tweeting, Use This Hashtag for Questions, Comments, Discussion #allhealth 4
  5. 5. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  6. 6. 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 6
  7. 7. Mayo Clinic Medical Edge News Media Syndications 7
  8. 8. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  9. 9. Step 2: More, Longer Podcasts 9
  10. 10. 10
  11. 11. Step 3: podcasts.mayoclinic.org 11
  12. 12. 12
  13. 13. 13
  14. 14. newsblog.mayoclinic.org 14
  15. 15. 15
  16. 16. sharing.mayoclinic.org 16
  17. 17. Mayo Clinic’s “Magazine Rack” • 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 17
  18. 18. 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 18
  19. 19. 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 19
  20. 20. 20
  21. 21. In the last two weeks... 21
  22. 22. 22
  23. 23. 23
  24. 24. Don’t (just) pitch the media. Be the media. 24
  25. 25. Virality Case Study • 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, one month ago today • Video had been seen 1,005 times in six preceding months since upload 25
  26. 26. The next day... 26
  27. 27. Six days later... 27
  28. 28. April 22 28
  29. 29. May 1 29
  30. 30. Sunday, May 3 30
  31. 31. 31
  32. 32. 32
  33. 33. May 4 33
  34. 34. Cinco de Mayo 34
  35. 35. Yesterday 35
  36. 36. 36
  37. 37. Lessons • You can’t manufacture virality, but you can prepare for, contribute to it • Developing infrastructure gives you a platform for launch • Mainstream media coverage will make this even bigger 37
  38. 38. Retroactive Roadmap and Philosophy for Future • Start with current activity extensions or high-probability pilot • External consultants and case studies help build internal buy-in • Build on success step-by-step • Take advantage of cheap technology • Facilitate with small core team, but make social media everyone’s job 38
  39. 39. For Continuing Education ... 39
  40. 40. 40
  41. 41. Contacting Me • Google Lee Aase or SMUG U to find SMUG • Twitter: @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 41

×