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Using New Media to Promote
    Health & Medical News

             Lee Aase
Manager, Syndication and Social Media
            Mayo Clinic

         National Press Club

            May 7, 2009
About Lee Aase

• 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
                                      2
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
                                              3
If You’re Tweeting, Use This Hashtag
for Questions, Comments, Discussion




  #allhealth
                                 4
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
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
                                                                 6
Mayo Clinic Medical Edge
News Media Syndications




                           7
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs. Aug.
Step 2: More, Longer Podcasts




                           9
10
Step 3: podcasts.mayoclinic.org




                              11
12
13
newsblog.mayoclinic.org




                          14
15
sharing.mayoclinic.org




                         16
Mayo Clinic’s “Magazine Rack”

• 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

                                     17
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
                                        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


                                     19
20
In the last two weeks...




                           21
22
23
Don’t (just) pitch the media.

       Be the media.



                            24
Virality Case Study

• Alerted to interesting video of 90 y.o.
 couple playing piano in Gonda atrium
• Embedded in Sharing Mayo Clinic,
 posted to Facebook, Tweeted on
 4/7/09, one month ago today
• Video had been seen 1,005 times in six
 preceding months since upload


                                        25
The next day...




                  26
Six days later...




                    27
April 22




           28
May 1




        29
Sunday, May 3




                30
31
32
May 4




        33
Cinco de Mayo




                34
Yesterday




            35
36
Lessons
• You can’t manufacture virality, but
 you can prepare for, contribute to it
• Developing infrastructure gives you
 a platform for launch
• Mainstream media coverage will
 make this even bigger




                                        37
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
                                      38
For Continuing Education ...




                               39
40
Contacting Me

• Google Lee Aase or SMUG U to find
 SMUG
• Twitter: @LeeAase or @mayoclinic
• Friend me on Facebook
• aase.lee@mayo.edu



                                     41

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National Press Club

  • 1. Using New Media to Promote Health & Medical News Lee Aase Manager, Syndication and Social Media Mayo Clinic National Press Club May 7, 2009
  • 2. About Lee Aase • 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 2
  • 3. 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 3
  • 4. If You’re Tweeting, Use This Hashtag for Questions, Comments, Discussion #allhealth 4
  • 6. 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 6
  • 7. Mayo Clinic Medical Edge News Media Syndications 7
  • 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 9
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  • 17. Mayo Clinic’s “Magazine Rack” • 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 17
  • 18. 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 18
  • 19. 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 19
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  • 21. In the last two weeks... 21
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  • 24. Don’t (just) pitch the media. Be the media. 24
  • 25. Virality Case Study • Alerted to interesting video of 90 y.o. couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09, one month ago today • Video had been seen 1,005 times in six preceding months since upload 25
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  • 33. May 4 33
  • 35. Yesterday 35
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  • 37. Lessons • You can’t manufacture virality, but you can prepare for, contribute to it • Developing infrastructure gives you a platform for launch • Mainstream media coverage will make this even bigger 37
  • 38. 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 38
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  • 41. Contacting Me • Google Lee Aase or SMUG U to find SMUG • Twitter: @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 41