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Mayo Clinic: A Natural
 Progression in Social Media
             Lee Aase
Manager, Syndication and Social Media
          ...
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
Brand Preference
• Thinking about healthcare institutions
 such as hospitals, medical centers and
 clinics -- suppose your...
Top-of-Mind Brand Preference
                          U.S. Consumers

Mayo Clinic                    11.7

 Hospital E   ...
Sources of Information Influencing
           Preference for Mayo Clinic
     Word of mouth                               ...
Mayo Clinic Medical Edge
News Media Syndications




                           6
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




                           9
10
Step 3: podcasts.mayoclinic.org




                              11
12
YouTube Channel

• Brand study confirmed benefit
• “The world has voted, and we want
 to watch videos on YouTube.” - Andy
...
14
Key Tool: Flip Video Camera
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
 improves existin...
16
17
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...
Sharing Mayo Clinic
         Content Sources
• HR/Recruitment identifying employee
 bloggers to write 2X/month
• Enhanced ...
Benefits of Sharing Mayo Clinic
     Monthly Open Thread
• Patient stories most popular on .org
• Outlet for grateful pati...
22
Retroactive Roadmap and
      Philosophy for Future
• Start with current activity extensions
 or high-probability pilot
• ...
24
Contacting Me

• Google Lee Aase or SMUG University
 to find SMUG
• Twitter @LeeAase or @SMUG_U
• Friend me on Facebook
• ...
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HR Executive Forum Presentation

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The presentation I gave on Feb. 5, 2009 to the Twin Cities HR Executive Forum.

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HR Executive Forum Presentation

  1. 1. Mayo Clinic: A Natural Progression in Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic February 5, 2009
  2. 2. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  3. 3. Brand Preference • Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment... • To which one institution would you prefer to go for treatment?
  4. 4. Top-of-Mind Brand Preference U.S. Consumers Mayo Clinic 11.7 Hospital E 3.1 2006 Study Hospital D 2.3 Hospital C 1.8 Hospital B 1.3 Hospital A 1.0 Don't know 40.9 0 10 20 30 40 50 4
  5. 5. 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 5
  6. 6. Mayo Clinic Medical Edge News Media Syndications 6
  7. 7. 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 7
  8. 8. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  9. 9. Step 2: More, Longer Podcasts 9
  10. 10. 10
  11. 11. Step 3: podcasts.mayoclinic.org 11
  12. 12. 12
  13. 13. YouTube Channel • Brand study confirmed benefit • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, President, Blog Council • Use YouTube to serve videos for blogs 13
  14. 14. 14
  15. 15. 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 15
  16. 16. 16
  17. 17. 17
  18. 18. 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 18
  19. 19. 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 • sharing.mayoclinic.org 19
  20. 20. Sharing Mayo Clinic Content Sources • HR/Recruitment identifying employee bloggers to write 2X/month • Enhanced stories from print edition • Flip video from patients on campus • Question in MD news Flip interviews • Transplant Picnic, NICU reunion • Highlight employee service awards 20
  21. 21. 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 21
  22. 22. 22
  23. 23. 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 23
  24. 24. 24
  25. 25. Contacting Me • Google Lee Aase or SMUG University to find SMUG • Twitter @LeeAase or @SMUG_U • Friend me on Facebook • aase.lee@mayo.edu 25

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