5. Patient Word of Mouth
⢠91% said âgood thingsâ about Mayo Clinic
after visits
⢠Average of 43 heard âgood thingsâ
⢠86% recommended Mayo Clinic
⢠Average of 24 advised to come
⢠Average of 6 actually came
2009 Patient Brand Monitor, n=900
Š2011 MFMER | slide-18
6. Sources Influencing Preference
for Mayo Clinic
Word of mouth 82
News stories 62
Hospital ratings 48
Internet 33
MD recommendation 29
Personal experience 26
Advertising 25
Direct mail 13
Social media 5
2010 study (n=119)
Insurance plan 5
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
Š2011 MFMER | slide-20
8. First Foray in âNewâ Media
⢠Existing Medical Edge radio mp3s
⢠Launched Sept. â05; 8,217% download increase
9. Regrouping to Plan
Just as genomics is the future of personalized
medicine, personalized media are changing the
way people get the news and information they
want and need. But as genomics increasingly
supplements and improves traditional medicine
without replacing it, new media are helpful
additions to mainstream, mass media. We strongly
recommend reforming our processes to efficiently
produce content that can be used for both mass
media and personalized media.
Content Creation Task Force, 7/26/2006
10. We recommend a three-phase approach. First, take
our existing products and, with minimum
incremental effort, place them in new media formats.
Second... work across teams ... to make best use of
the audio and video production resources we have.
Third, get more resources... to produce timely or
even daily content...
We have not recommended a blog strategy at this
time, primarily because we have emphasized
developing audio and video content that could have
multiple uses in both mass media and personalized
media, with relatively limited physician involvement.
11. Reasons for Reluctance about Blogging
⢠Keeping the content fresh
⢠Wise use of resources
⢠Physician/Researcher
⢠Public Affairs
⢠Authenticity - didnât want to âghost blogâ
15. Recovering 99.41% for the 1-2%
⢠Required almost no incremental MD effort
⢠Process change - microphone on physician
and interviewer
⢠90 minutes of editing per interview
⢠More than 60,000 âhitsâ and 62 comments on
Dr. Fischerâs podcast
25. Joining The Blog Council (now SocialMedia.org)
⢠Membership organization of blogging
âcompaniesâ
⢠Typically Fortune 500
⢠Coca-Cola, P&G, Wells Fargo, etc.
⢠Mayo Clinic, Kaiser Permanente, U.S. Navy
among ânon-traditionalâ members
36. Mayo Clinic Center for Social Media
⢠Our Raison dâetre: The Mayo Clinic Center for
Social Media exists to improve health globally
by accelerating effective application of social
media tools throughout Mayo Clinic and
spurring broader and deeper engagement in
social media by hospitals, medical professionals
and patients.
⢠Our Mission: Lead the social media revolution in
health care, contributing to health and well
being for people everywhere.
38. Social Media Health Network
⢠Membership group associated with Mayo Clinic
Center for Social Media
⢠For organizations wanting to use social media to
promote health, fight disease and improve
health care
⢠Dues based on organization revenues
⢠Industry members eligible to join, but not
accepting industry grant funding
39. Mayo Clinic CEO Dr. John Noseworthy at
Mayo Clinic Social Media Summit - Oct. 2011