Mayo Clinic: A Natural
   Progression in Social Media
A Case Study with Applications for Cancer
          Centers of All S...
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




                           4
Mayo Clinic Social Media Progression
 • Reach people directly
    • Started with Medical Edge
    • Produce economically t...
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




                           7
8
Step 3: podcasts.mayoclinic.org




                              9
10
11
Key Tool: Flip Video Camera
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
 improves existin...
newsblog.mayoclinic.org




                          13
Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
   • Pitched via Facebo...
Next Step: Launched Jan. 22
     Sharing Mayo Clinic
• Gathering global Mayo community
   • Patients telling their stories...
Where Sharing Mayo Clinic Fits

• News Blog - Breaking research news;
 “Hard” news - Like U.S News, Time
• Podcast Blog - ...
Benefits of Sharing Mayo Clinic
     Monthly Open Thread
• Patient stories most popular on .org
• Outlet for grateful pati...
sharing.mayoclinic.org




                         18
19
Retroactive Roadmap and
      Philosophy for Future
• Start with current activity extensions
 or high-probability pilot
• ...
Five High-Leverage, Modest Effort/
 Expense Steps You Should Take
• Establish a Facebook Page
• Buy a Flip (or similar) vi...
What’s Next?

• Develop policies and training for
 employees
• Encourage employees, patients to
 engage
• Core team levera...
For Continuing Education ...




                               23
Contacting Me

• Google Lee Aase to find SMUG
• Twitter @LeeAase or @mayoclinic
• Friend me on Facebook
• aase.lee@mayo.ed...
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NCI Public Affairs Network Presentation

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My April 27, 2009 presentation to the National Cancer Institute Public Affairs Network, in Philadelphia.

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NCI Public Affairs Network Presentation

  1. 1. Mayo Clinic: A Natural Progression in Social Media A Case Study with Applications for Cancer Centers of All Sizes Lee Aase Manager, Syndication and Social Media Mayo Clinic April 27, 2009
  2. 2. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  3. 3. 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 3
  4. 4. Mayo Clinic Medical Edge News Media Syndications 4
  5. 5. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit each medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa 5
  6. 6. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  7. 7. Step 2: More, Longer Podcasts 7
  8. 8. 8
  9. 9. Step 3: podcasts.mayoclinic.org 9
  10. 10. 10
  11. 11. 11
  12. 12. 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 12
  13. 13. newsblog.mayoclinic.org 13
  14. 14. 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 14
  15. 15. Next Step: Launched Jan. 22 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 15
  16. 16. 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 16
  17. 17. Benefits of Sharing Mayo Clinic Monthly Open Thread • 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 17
  18. 18. sharing.mayoclinic.org 18
  19. 19. 19
  20. 20. 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 20
  21. 21. Five High-Leverage, Modest Effort/ Expense Steps You Should Take • Establish a Facebook Page • Buy a Flip (or similar) video camera • Create a YouTube channel • Create a general news video blog • Join Twitter personally, institutionally • Total cost: Less than $300 + the effort you expend 21
  22. 22. What’s Next? • Develop policies and training for employees • Encourage employees, patients to engage • Core team leverages efforts among volunteers, enthusiasts 22
  23. 23. For Continuing Education ... 23
  24. 24. Contacting Me • Google Lee Aase to find SMUG • Twitter @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 24

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