blogwell chicago social media case study: mayo clinic, presented by lee aase
TRANSCRIPT
How Big Companies Use Social MediaJanuary 22, 2009 | Chicago
Lee AaseMayo Clinic
Mayo Clinic’s Natural Progression to Social Media
Mayo Clinic: A Natural Progression in Social Media
Lee AaseManager, Syndication and Social Media
Mayo Clinic
January 22, 2009
• 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?
Brand Preference
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Top-of-Mind Brand PreferenceU.S. Consumers
Mayo Clinic
Hospital E
Hospital D
Hospital C
Hospital B
Hospital A
Don't know
0 10 20 30 40 50
40.9
1.0
1.3
1.8
2.3
3.1
11.7
2006 Study
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Sources of Information Influencing Preference for Mayo Clinic
Word of mouth
Stories in the media
MD recommendation
Advertising
Internet/Websites
Personal experience
Mailings to home
0 20 40 60 80 100
18
24
26
27
44
57
84
2006 Study
Mayo Clinic Medical EdgeNews Media Syndications
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Mayo Clinic Social Media Progression
• Reach people directly• Started with Medical Edge• Produce economically to fit each
medium
• Provide platforms for sharing• Create outposts on popular sites• Energize word of mouth
• Leverage social media with mass media and vice versa
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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
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Step 3: podcasts.mayoclinic.org
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YouTube Channel
• Brand study confirmed benefit
• “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, President, Blog Council
• Use YouTube to serve videos for blogs
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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
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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
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Next Step: Launching Today
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.org19
Where Sharing Mayo Clinic Fits
• News Blog - Breaking research news; “Hard” news
• Podcast Blog - Evergreen “news you can use”
• Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words
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Sharing Mayo ClinicContent 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
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Benefits of Sharing Mayo Clinic Monthly Open Thread
• 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
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Retroactive Roadmap and Philosophy for Future
• Start with current activity extensions or high-probability pilot
• External consultants and case studies help build internal buy-in
• Build on success step-by-step
• Take advantage of cheap technology
• Facilitate with small core team, but make social media everyone’s job
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“Help me...help you!”
- Tom Cruise as Jerry McGuire
• Successful examples help us all make social media case to leadership
• Spread the word about sharing.mayoclinic.org
• Blog, Tweet, retweet, post to Facebook or FriendFeed, send to specific Facebook friends/friend lists
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Contacting Me
• Google Lee Aase to find SMUG
• Twitter @LeeAase or @SMUG_U
• Friend me on Facebook
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