1. Social Media at Mayo Clinic:
Off-Label Uses
and Powerful Interactions
Lee Aase (@LeeAase)
Manager, Syndication and Social Media
Mayo Clinic
#CBISM
June 23, 2010

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

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
• Do not drive or operate heavy machinery
while using social media tools
• If insufficient media coverage persists,
consult your communications doctor
• Batteries not included
• Some assembly required
• Your mileage may vary

9. 2009 Brand Preference Summary
Healthcare Decision-Makers Aged 25+
Total
Mayo Clinic 13 5.4
18.4%
AMC 1 4 2.5 6.6%
AMC 2 2 1.5 4.8%
AMC 3 2 1.4 3.4%
AMC 4 2 1.1 2.8%
AMC 5 1 1.3 2.3%
AMC 6 2 0.8 2.3%
1st Mention
2009 US Consumer Brand Monitor, n=3336 Add'l Mention

10. Thesis #1: Air was the
original social medium

15. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people after a Mayo visit
• 85 percent say they recommended
Mayo to a friend
− Advised an average of 16 to come
− 5 actually came

16. Sources of Information Influencing
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

17. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

19. #19: MacGyver is the model
for social media success

20. The MacGyver Mindset

21. Mayo Clinic Medical Edge
News Media Syndications

22. First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

23. Step 2: More, Longer Podcasts

25. Key Tool: Flip Video Camera*
• Affordable
• 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

26. MSRP for a Standard Definition
Flip Video Camera
$149.99
HD available for an additional $50

27. Mayo Clinic’s Social Media
Journey

31. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00

33. In the European Union, based on
current exchange rates:
€0,00

34. podcasts.mayoclinic.org

35. newsblog.mayoclinic.org

36. sharing.mayoclinic.org

37. Yearly Cost for a
Customized Blog
$75.00

39. Individually Powerful but with
Potent Interactions

42. A Story from Twitter

44. Ensuing Conversation

46. #22: Social media are an
essential part of a balanced
communications diet

47. Basic Social Media “Food Groups”

48. Case Study: Simple Storytelling
• 8:45 a.m. Colleague mentions article
coming off embargo at 3 p.m.
• Interviewed M.D. via Flip at 10:20
• Edited video, had password-protected
post on blog by 11:55 for pitching
• Uploaded files to YouTube channel
• WSJ Health Blog used video

50. radio.mayoclinic.org

53. The Octogenarian Idol Story
• 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

54. The next day...

55. Six days later...

56. April 22

57. Sunday, May 3

60. May 4

61. Cinco de Mayo

62. May 10

64. May 11

65. May 12

66. May 15

67. Early Morning May 26

68. May 26, 2009: Live in Studio
Good Morning America

71. Results to Date
• More than 7 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan

72. Overall Social Network Growth
for Mayo Clinic
• 2.2 Million Video Views on YouTube
• 52,000 followers on Twitter
• 20,000 “like” Mayo Clinic on Facebook
• Powerful stories behind the numbers

77. USA Today
Nov 12, 2009
3031031-7

80. Last Friday
3031031-9

81. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise
annoying cast. The short-term hassle, however,
should be more than worth the long-term gain - the
potential for a future without chronic wrist pain. A
future, that without Twitter and those in the medical
community willing to experiment with new
communications tools, might not exist for me.
3031031-10

87. The 37th Thesis
Applying social media in health care isn’t
just inevitable: it’s the right thing to do in
the interest of patients.

88. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #cbism)
• aase.lee@mayo.edu