Marketing Mayo Clinicthrough Social Media

Marketing Mayo Clinicthrough Social Media

Lee AaseManager, Syndication and Social Media

Mayo Clinic

e-Patient Connections 2009

#ePatCon

October 26, 2009

Lee AaseManager, Syndication and Social Media

Mayo Clinic

e-Patient Connections 2009

#ePatCon

October 26, 2009

About Lee Aase (@LeeAase)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

• 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

Mayo Clinic’s OriginMayo Clinic’s Origin

http://tinyurl.com/32xbjx

Mayo Clinic and Word of MouthMayo 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

• 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

5

Sources of Information Influencing Preference for Mayo Clinic

Sources of Information Influencing Preference for Mayo Clinic

Mayo Clinic Medical EdgeNews Media SyndicationsMayo Clinic Medical EdgeNews Media Syndications

First Foray in New MediaFirst Foray in New Media

• Existing Medical Edge radio mp3s

• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

• Existing Medical Edge radio mp3s

• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

Step 2: More, Longer PodcastsStep 2: More, Longer Podcasts

Total Cost for Mayo Clinic Facebook, YouTube and Twitter

Total Cost for Mayo Clinic Facebook, YouTube and Twitter

$0.00

Key Tool: Flip Video Camera*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

• 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

Cost for a Standard Definition Flip Video Camera

Cost for a Standard Definition Flip Video Camera

$150.00HD available for an additional $80

podcasts.mayoclinic.orgpodcasts.mayoclinic.org

newsblog.mayoclinic.orgnewsblog.mayoclinic.org

sharing.mayoclinic.orgsharing.mayoclinic.org

Yearly Cost for a Customized BlogYearly Cost for a Customized Blog

$75.00

Four case studies in eight minutesFour case studies in eight minutes

A Story from TwitterA Story from Twitter

Ensuing ConversationEnsuing Conversation

A Story from Facebook...A Story from Facebook...

Tamiko says...Tamiko says...

“I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”

“I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”

VVP for Philadelphia PhilliesVVP for Philadelphia Phillies

QuickTime™ and a decompressor

are needed to see this picture.

The Octogenarian Idol StoryThe 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

• 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

The next day...The next day...

Six days later...Six days later...

April 22April 22

Sunday, May 3Sunday, May 3

May 4May 4

Cinco de MayoCinco de Mayo

May 10May 10

May 11May 11

May 12May 12

May 15May 15

Early Morning May 26Early Morning May 26

May 26, 2009: Live in StudioGood Morning America

May 26, 2009: Live in StudioGood Morning America

Results to DateResults 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

• 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

LessonsLessons• Your mileage may vary, but...

• You’ll go a lot farther if you get a car.

• Your mileage may vary, but...

• You’ll go a lot farther if you get a car.

Immense PotentialImmense Potential

• Marketing we 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

• Marketing we 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

“Kids will take a chance. If they don’t know, they’ll have a go.”

-- Sir Ken Robinson, TED 2006

“Kids will take a chance. If they don’t know, they’ll have a go.”

-- Sir Ken Robinson, TED 2006

“Your kids aren’t smarter than you are.

They’re just not afraid to look dumb.”

“Your kids aren’t smarter than you are.

They’re just not afraid to look dumb.”

If you have an iPhone, Let’s Bump!If you have an iPhone, Let’s Bump!

If not, contact me by...If not, contact me by...

• Googling Lee Aase or SMUG U

• @LeeAase on Twitter

• aase.lee@mayo.edu

• Continue conversation at #ePatCon (Twitter) or via SMUG comments

• Googling Lee Aase or SMUG U

• @LeeAase on Twitter

• aase.lee@mayo.edu

• Continue conversation at #ePatCon (Twitter) or via SMUG comments