Uploaded byLee Aase
e-Patient Connections
Lee Aase discusses Mayo Clinic's use of social media for marketing. He notes that word of mouth has long been very effective for Mayo Clinic, with 91% of patients recommending it and 85% recommending it to a friend. However, an elderly couple's piano playing video uploaded to YouTube gained over 4.7 million views after Mayo Clinic shared it on social media platforms, demonstrating their powerful promotional potential. Aase advocates that organizations provide a free way to experiment with social media before fully committing resources to it.
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- 1. Marketing Mayo Clinic through Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic e-Patient Connections 2009 #ePatCon October 26, 2009
- 2. About Lee Aase(@LeeAase) • 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
- 4. Mayo Clinic’s First Social Media Equation S! x (N2 + O2 + CO2 + H20) = WOM
- 5. Mayo Clinic andWord of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people following a Mayo visit • 85 percent say they recommended Mayo to a friend − Advised an average of 16 to come − 5 actually came
- 6. Sources of InformationInfluencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100
- 7. Mayo Clinic MedicalEdge News Media Syndications
- 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
- 14. Total Cost forMayo Clinic Facebook, YouTube and Twitter $0.00
- 15. Key Tool: FlipVideo 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
- 16. Cost for aStandard Definition Flip Video Camera $150.00 HD available for an additional $80
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- 22. Yearly Cost fora Customized Blog $75.00
- 23. Three case studiesin eight minutes
- 24. A Story fromFacebook...
- 28. Tamiko says... “I’ve hadlots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”
- 30. EVP for PhiladelphiaPhillies
- 33. The Octogenarian IdolStory • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Video shot by another patient and uploaded to YouTube by her daughter • Video had been seen 1,005 times in six preceding months since upload • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
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- 48. May 26, 2009:Live in Studio Good Morning America
- 50. Results to Date •More than 4.7 million views on YouTube • More than 1.4 million views on Sharing Mayo Clinic • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour
- 51. Lessons • Your mileagemay vary, but... • You’ll go a lot farther if you get a car.
- 52. Immense Potential • Marketingwe couldn’t buy at any price − 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery − Patient support groups − Chronic disease management − Workplace Collaboration • Free versions let you prove concept, gauge readiness
- 54. “Kids will takea chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
- 55. “Your kids aren’t smarterthan you are. They’re just not afraid to look dumb.”
- 58. If you havean iPhone, Let’s Bump!
- 59. If not, contactme by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #ePatCon (Twitter) or via SMUG comments