marketing mayo clinic through social media
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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
• Continue conversation at #ePatCon (Twitter) or via SMUG comments
• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• Continue conversation at #ePatCon (Twitter) or via SMUG comments