National Press Club

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

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

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  • 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. 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. 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. If You’re Tweeting, Use This Hashtag for Questions, Comments, Discussion #allhealth 4
  • 5. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  • 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. Mayo Clinic Medical Edge News Media Syndications 7
  • 8. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 9. Step 2: More, Longer Podcasts 9
  • 10. 10
  • 11. Step 3: podcasts.mayoclinic.org 11
  • 12. 12
  • 13. 13
  • 14. newsblog.mayoclinic.org 14
  • 15. 15
  • 16. sharing.mayoclinic.org 16
  • 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. 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. 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
  • 21. In the last two weeks... 21
  • 22. 22
  • 23. 23
  • 24. Don’t (just) pitch the media. Be the media. 24
  • 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. The next day... 26
  • 27. Six days later... 27
  • 28. April 22 28
  • 29. May 1 29
  • 30. Sunday, May 3 30
  • 31. 31
  • 32. 32
  • 33. May 4 33
  • 34. Cinco de Mayo 34
  • 35. Yesterday 35
  • 36. 36
  • 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. 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. For Continuing Education ... 39
  • 40. 40
  • 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