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
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
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. First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.
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
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. 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. 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. 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
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. 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. What’s Next?
• Develop policies and training for
employees
• Encourage employees, patients to
engage
• Core team leverages efforts among
volunteers, enthusiasts
22