Web Video & Healthcare
Case Studies & Best Practices
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
New York University
May 27, 2009

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
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Contacting Me
• Google Lee Aase or SMUG U to find
SMUG (Social Media University, Global)
• Twitter @LeeAase or @mayoclinic
• aase.lee@mayo.edu
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Mayo Clinic Medical Edge
News Media Syndications
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Embedding Professionally
Produced TV Segments
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Total Cost for Mayo Clinic
YouTube Channel
$0.00
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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
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Cost for a Standard Definition Flip
Video Camera*
$150.00
HD available for an additional $80
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Flip Video Related to Scientific Studies
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Flip Video of Patient Testimonials
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Enhancing Distribution of
Patient-Generated Content
• Alerted to interesting video of elderly
couple playing piano in Gonda atrium
at Mayo Clinic in Rochester
• 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
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The next day...
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Six days later...
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April 22
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Star Tribune Story April 26
• One-paragraph mention of Cowan
video
• “Print only” for three days
• No links in Web version
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Sunday, May 3
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May 4
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May 10
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Des Moines Register Column 5/10
• More prominent feature of Cowan
video than Star Tribune
• Online immediately
• Included link/YouTube embed
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May 11
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May 15
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Late Monday Night
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Yesterday: Live in Studio
Good Morning America
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Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.
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Links for Further Exploration
• Sample Medical Edge TV segment:
http://bit.ly/11TgIE
• Sample of Flip video of researcher:
http://bit.ly/doJec
• Sample Flip patient testimonial:
http://bit.ly/JBwSr
• User-generated content in blog:
http://bit.ly/aUxtt
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