prsaga may2011

The Value of Mayo Clinic’s The Value of Mayo Clinic’s ReputationReputation

The Value of Mayo Clinic’s The Value of Mayo Clinic’s ReputationReputation

Kathy Barbour, APR, Communications Manager@KathyBarbour

Kathy Barbour, APR, Communications Manager@KathyBarbour

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Mayo ClinicMayo Clinicin Arizonain Arizona

Mayo ClinicMayo Clinicin Arizonain Arizona

Mayo ClinicMayo Clinicin Floridain Florida

Mayo ClinicMayo Clinicin Floridain Florida

Mayo ClinicMayo ClinicMayo ClinicMayo Clinic

““Mayo ClinicMayo Clinic””““Mayo ClinicMayo Clinic””

•Greeting cards

• Steven King books

• And more!

•Greeting cards

• Steven King books

• And more!

Who We AreWho We AreWho We AreWho We Are

Employees 55,900

Physicians 3,700

Residents, fellows & students

3,200

Patients 528,000

Total revenue $7.6 billion

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Our Journey in FloridaOur Journey in FloridaOur Journey in FloridaOur Journey in Florida

Our Journey in FloridaOur Journey in Florida Our Journey in FloridaOur Journey in Florida

What Makes Mayo, Mayo?What Makes Mayo, Mayo?

•Clinic – mainly outpatient

•Physician-led

•Patient-first

•Mayo Model of Care

• Integrated, team approach

•Unified e-medical record

•Accurate diagnosis

•Clinic – mainly outpatient

•Physician-led

•Patient-first

•Mayo Model of Care

• Integrated, team approach

•Unified e-medical record

•Accurate diagnosis

How Did This Happen?How Did This Happen? How Did This Happen?How Did This Happen?

•Rochester, Minnesota

- Population: 100,000

- 75 miles south of Twin Cities

- Corn fields and cows!

•No national brand advertising

•And…

•Rochester, Minnesota

- Population: 100,000

- 75 miles south of Twin Cities

- Corn fields and cows!

•No national brand advertising

•And…

In the Beginning … In the Beginning … No Brand, but Great StoryNo Brand, but Great Story

In the Beginning … In the Beginning … No Brand, but Great StoryNo Brand, but Great Story

•Just a horse and buggy doctor giving physicals to Civil War soldiers in 1863

•Sons William and Charles joined the family business in 1883 and 1888

•Just a horse and buggy doctor giving physicals to Civil War soldiers in 1863

•Sons William and Charles joined the family business in 1883 and 1888

Branding Engine: Word of MouthBranding Engine: Word of MouthBranding Engine: Word of MouthBranding Engine: Word of Mouth

Satisfied patients tell family, friendsSatisfied patients tell family, friends

It’s as simple andas difficult as thatIt’s as simple andas difficult as that

Brand ResearchBrand ResearchBrand ResearchBrand Research

• Qualitative brand exploration

- Consumer focus groups

- Patients, community leaders

• Quantitative brand monitoring

- Consumers:

- Every quarter nationally

- Every other year locally

• Local very high awareness…preference

• Qualitative brand exploration

- Consumer focus groups

- Patients, community leaders

• Quantitative brand monitoring

- Consumers:

- Every quarter nationally

- Every other year locally

• Local very high awareness…preference

Sources of Information Influencing Sources of Information Influencing Preference for Mayo ClinicPreference for Mayo Clinic

Sources of Information Influencing Sources of Information Influencing Preference for Mayo ClinicPreference for Mayo Clinic

My AnswerMy AnswerMy AnswerMy Answer

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How Do WeHow Do WeEngage Our Employees?Engage Our Employees?

How Do WeHow Do WeEngage Our Employees?Engage Our Employees?

Encouraging a strong Encouraging a strong culture and connecting culture and connecting

emotionallyemotionally

Encouraging a strong Encouraging a strong culture and connecting culture and connecting

emotionallyemotionally

“The best interest of the patient is the only interest to be considered”

“The best interest of the patient is the only interest to be considered”

William J. Mayo, MD

Our Primary ValueOur Primary ValueOur Primary ValueOur Primary Value

The Needs of the patient come firstThe Needs of the patient come first

How Do We Inspire How Do We Inspire Employees? Employees?

How Do We Inspire How Do We Inspire Employees? Employees?

Encourage a Strong Culture

Our Leaders…Our Leaders…Our Leaders…Our Leaders…

• Reinforce the rich Mayo heritage and core values…relentlesslySpeeches, emails, facilities, conversationsMayo brothers quotations

• Reinforce the rich Mayo heritage and core values…relentlesslySpeeches, emails, facilities, conversationsMayo brothers quotations

“I don’t recall a speech or meeting I attended where the core values of the institution were

not mentioned.”

L.L. Berry, K.D. Seltman, Building a Strong Services Brand: Lessons from Mayo Clinic

“I don’t recall a speech or meeting I attended where the core values of the institution were

not mentioned.”

L.L. Berry, K.D. Seltman, Building a Strong Services Brand: Lessons from Mayo Clinic

Inspiring Our Employees Inspiring Our Employees Inspiring Our Employees Inspiring Our Employees

•Hire the right people

•Orientation

•Bring values to life

•Engagement

•Education/professional Development

•Awards/recognition

•Cultural awareness

•Hire the right people

•Orientation

•Bring values to life

•Engagement

•Education/professional Development

•Awards/recognition

•Cultural awareness

2004

2005

2007

2008

2009

……20112011

2006

8 years 8 years running…running…8 years 8 years

running…running…

2010

Service ValuesService ValuesService ValuesService Values

Focus on how each employee Focus on how each employee reflects mission and valuereflects mission and value

Cultural AwarenessCultural AwarenessCultural AwarenessCultural Awareness

• Heritage Days

- Commemorate and celebrate the Mayo history and heritage

- Commend staff

• “It gives us an opportunity to celebrate who we are, taking clues from our past to move us into tomorrow.”

• Heritage Days

- Commemorate and celebrate the Mayo history and heritage

- Commend staff

• “It gives us an opportunity to celebrate who we are, taking clues from our past to move us into tomorrow.”

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Heritage Days: Heritage Days: ““Plummer PlayPlummer Play””

Brand Standards and ToolsBrand Standards and ToolsBrand Standards and ToolsBrand Standards and Tools

Celebrating ExcellenceCelebrating ExcellenceCelebrating ExcellenceCelebrating Excellence

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Integrate Communications Integrate Communications Integrate Communications Integrate Communications

• Cross pollinate stories, videos, photos

• Cross promote print, intranet

• Engage employees

• Leverage new technology

• Cross pollinate stories, videos, photos

• Cross promote print, intranet

• Engage employees

• Leverage new technology

Embracing TechnologyEmbracing TechnologyEmbracing TechnologyEmbracing Technology

BlogsBlogsPodcastsPodcastsVideosVideosE-newslettersE-newsletters““ChatChat””

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Internal Communication Internal Communication ToolsTools

The Tried and TrueThe Tried and True

Internal Communication Internal Communication ToolsTools

The Tried and TrueThe Tried and True

News CenterNews Center

This Week at Mayo ClinicThis Week at Mayo Clinic

This Week at Mayo ClinicThis Week at Mayo Clinic

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Graphical E-mails Graphical E-mails Capture AttentionCapture AttentionGraphical E-mails Graphical E-mails Capture AttentionCapture Attention

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An Example: Strategic PlanAn Example: Strategic PlanAn Example: Strategic PlanAn Example: Strategic Plan

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Creating The Future Creating The Future and Letand Let’’s Talks Talk

Creating The Future Creating The Future and Letand Let’’s Talks Talk

• Accessible for everyone• Interactive tools• Real language• Real voices• Inspiring stories • Clear direction

• Accessible for everyone• Interactive tools• Real language• Real voices• Inspiring stories • Clear direction

Strategic Plan RefreshStrategic Plan RefreshStrategic Plan RefreshStrategic Plan Refresh

AwarenessAwarenessAwarenessAwareness

e-postere-poster column column easel easel b-boards b-boards web banner web banner

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“It’s so hip!”

“Is this for real?”

Launched Feb. 10Launched Feb. 10Launched Feb. 10Launched Feb. 10

Social Media Health NetworkSocial Media Health NetworkSocial Media Health NetworkSocial Media Health Network

• Membership group associated with Mayo Clinic Center for Social Media

• For organizations wanting to use social media to promote health, fight disease and improve health care

• Dues based on organization revenues

• Industry members, but no industry grant funding

• 54 Organizational Members as of 4/18/11

• Membership group associated with Mayo Clinic Center for Social Media

• For organizations wanting to use social media to promote health, fight disease and improve health care

• Dues based on organization revenues

• Industry members, but no industry grant funding

• 54 Organizational Members as of 4/18/11

45,000+45,000+

153,000+ followers153,000+ followers

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MayoMayo’’s Lead on Facebook, s Lead on Facebook, TwitterTwitter

MayoMayo’’s Lead on Facebook, s Lead on Facebook, TwitterTwitter

fansfans followersfollowers

Mayo ClinicMayo Clinic 45,69145,691 153,182153,182

Cleveland ClinicCleveland Clinic 26,30426,304 10,34010,340

M.D. AndersonM.D. Anderson 20,73320,733 5,6625,662

Johns HopkinsJohns Hopkins 11,61311,613 7,0727,0724/18/11

• First video uploaded April 2008• 900+ videos posted• 2.7+ million views

• The Cowens: Marlow, 91, and Frances, 85

• 7,000,000+ views

• The Cowens: Marlow, 91, and Frances, 85

• 7,000,000+ views

Nov 12, 2009

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Less than 24 hours after my initial appointment, I not only had a new diagnosis but had surgery to correct the problem.

A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me.

Social Media and EmployeesSocial Media and EmployeesSocial Media and EmployeesSocial Media and Employees

Mobile devices for iPhone, iPod Touch and iPad launched in 2010

Mobile devices for iPhone, iPod Touch and iPad launched in 2010

EventsEventsEventsEvents

19,000 employee views

““Dr. JackDr. Jack””““Dr. JackDr. Jack””El Espectador in Bogota, Colombia

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Department-Level PodcastsDepartment-Level PodcastsDepartment-Level PodcastsDepartment-Level Podcasts

Weekly “Mitchcast”Weekly “Mitchcast”

• Self-produced (audio, graphics and photos)

• Reaches audience of 280

• Recognizes employee accomplishments

• Communicates Mayo news

• Self-produced (audio, graphics and photos)

• Reaches audience of 280

• Recognizes employee accomplishments

• Communicates Mayo news

Issues and Crisis ManagementIssues and Crisis ManagementIssues and Crisis ManagementIssues and Crisis Management

• Infection Control

•Bomb Threat

•Patient Relations

•Power Outages

•Security Breach/Theft

•Patient Privacy

• Infection Control

•Bomb Threat

•Patient Relations

•Power Outages

•Security Breach/Theft

•Patient Privacy

Social Media Case StudySocial Media Case Study

Dear Mayo Clinic…“I was shocked to read the doctor’s letter to the Russian politicians …”

Health Care ReformHealth Care Reform

Health Reform / Dr.

Rupp: Financial News & Daily

Record & Jacksonville

Business Journal

Celebrity CoverageCelebrity CoverageCelebrity CoverageCelebrity Coverage

Celebrity CoverageCelebrity CoverageCelebrity CoverageCelebrity CoverageMore than 450 stories – local, national and internationalMore than 450 stories – local, national and international

Kathy Barbour, APRCommunications Manager

@KathyBarbourBarbour.kathy@mayo.edu

Kathy Barbour, APRCommunications Manager

@KathyBarbourBarbour.kathy@mayo.edu

QuestionsQuestionsQuestionsQuestions