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Integrating Social Media and
    Mass Media for Maximum PR
       and Marketing Results
               Lee Aase
  Manager, Syndication and Social Media
              Mayo Clinic
Healthcare New Media Marketing Conference
                Phoenix
              June 16, 2009
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
                                      2
Behold the power of Facebook...




• Evelyn’s existence
• Video to her grandparents
                               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
                                              4
5
6
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
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?
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

                                                                      9
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
                                                                 10
Mayo Clinic Medical Edge
News Media Syndications




                           11
Mayo Clinic and Word 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

                                      12
Mayo Clinic Social Media Progression
 • Reach people directly
    • Started with Medical Edge
    • Produce economically to fit medium
 • Provide platforms for sharing
    • Create outposts on popular sites
    • Energize word of mouth
 • Leverage social media with mass media
  and vice versa
 • Sharing Mayo Clinic
                                   13
Developing a MacGyver Mindset




                            14
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




                           16
17
18
19
20
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




 $0.00
                            21
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
                                        22
Cost for a Standard Definition Flip
          Video Camera




$150.00
   HD available for an additional $80

                                        23
HD: Worth the Investment




                           24
podcasts.mayoclinic.org




                          25
newsblog.mayoclinic.org




                          26
Next Step: Launched 1/22/2009
     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
                                        27
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
                                   28
sharing.mayoclinic.org




                         29
Benefits of Comment Threads

• 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

                                      30
Where Sharing Mayo Clinic Fits

• 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

                                     31
Total Yearly Cost for Three
     Customized Blogs




$165.00
                               32
Sharing Some Stories...




                          33
34
Affirming our Employees

Dear staff,
This 4 minute video actually made me tear
up…the patients mentioning our Judd
Sessions, classes and pamphlets…in relation
to their satisfaction with their care. How
wonderful to hear.

The patient/family testimonials reminded me
how we are making a difference through patient
education in the lives of our patients/families.
                                           35
36
Old-Style Online Newsroom vs.
   MacGyver Online Newsroom
• Web 1.0 Online Newsroom
   • Typically purchased from a Vendor
   • Costly - up to $10,000 + monthly fee
   • Password-Protected Access
• MacGyver Online Newsroom
   • DIY
   • $45/year or $0.12/day
   • Open to customers/patients/links
                                      37
38
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


                                     39
40
And just last Friday...




                          41
42
43
Don’t (just) pitch the media.

       Be the media.



                            44
Enhancing Distribution of
     Patient-Generated Content
• 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
• Video had been seen 1,005 times in six
 preceding months since upload



                                        45
The next day...




                  46
Six days later...




                    47
April 22




           48
Sunday, May 3




                49
50
51
May 4




        52
Cinco de Mayo




                53
May 6




        54
Thursday, May 7




                  55
May 10




         56
57
May 11




         58
May 15




         59
Early Morning May 26




                       60
May 26, 2009: Live in Studio
  Good Morning America




                               61
A sampling of the comments...




                                62
63
64
65
66
Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.




                                         67
Summary

• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world
 through music: Priceless




                              68
Immense Potential

• Marketing we couldn’t afford to buy
   • 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
                                    69
For Continuing Education ...




                               70
71
Contacting Me

• Google Lee Aase or SMUG U to find
 Social Media University, Global
• Twitter @LeeAase or @mayoclinic
• Friend me on Facebook
• aase.lee@mayo.edu



                                    72

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Integrating Social Media and Mass Media for Maximum PR and Marketing Results

  • 1. Integrating Social Media and Mass Media for Maximum PR and Marketing Results Lee Aase Manager, Syndication and Social Media Mayo Clinic Healthcare New Media Marketing Conference Phoenix June 16, 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 2
  • 3. Behold the power of Facebook... • Evelyn’s existence • Video to her grandparents 3
  • 4. 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 4
  • 5. 5
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  • 8. 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?
  • 9. 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 9
  • 10. 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 10
  • 11. Mayo Clinic Medical Edge News Media Syndications 11
  • 12. Mayo Clinic and Word 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 12
  • 13. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 13
  • 14. Developing a MacGyver Mindset 14
  • 15. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 16. Step 2: More, Longer Podcasts 16
  • 17. 17
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  • 20. 20
  • 21. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 21
  • 22. 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 22
  • 23. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 23
  • 24. HD: Worth the Investment 24
  • 27. Next Step: Launched 1/22/2009 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 27
  • 28. 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 28
  • 30. Benefits of Comment Threads • 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 30
  • 31. Where Sharing Mayo Clinic Fits • 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 31
  • 32. Total Yearly Cost for Three Customized Blogs $165.00 32
  • 34. 34
  • 35. Affirming our Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families. 35
  • 36. 36
  • 37. Old-Style Online Newsroom vs. MacGyver Online Newsroom • Web 1.0 Online Newsroom • Typically purchased from a Vendor • Costly - up to $10,000 + monthly fee • Password-Protected Access • MacGyver Online Newsroom • DIY • $45/year or $0.12/day • Open to customers/patients/links 37
  • 38. 38
  • 39. 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 39
  • 40. 40
  • 41. And just last Friday... 41
  • 42. 42
  • 43. 43
  • 44. Don’t (just) pitch the media. Be the media. 44
  • 45. Enhancing Distribution of Patient-Generated Content • 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 • Video had been seen 1,005 times in six preceding months since upload 45
  • 48. April 22 48
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  • 52. May 4 52
  • 54. May 6 54
  • 56. May 10 56
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  • 58. May 11 58
  • 59. May 15 59
  • 61. May 26, 2009: Live in Studio Good Morning America 61
  • 62. A sampling of the comments... 62
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  • 67. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 67
  • 68. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 68
  • 69. Immense Potential • Marketing we couldn’t afford to buy • 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 69
  • 71. 71
  • 72. Contacting Me • Google Lee Aase or SMUG U to find Social Media University, Global • Twitter @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 72