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e-Patient Connections

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Lee Aase
Lee Aase

My presentation October 26, 2009 at the e-Patient Connections conference in Philadelphia.

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Marketing Mayo Clinic through Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic e-Patient Connections 2009 #ePatCon October 26, 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
Mayo Clinic’s First Social Media Equation S! x (N2 + O2 + CO2 + H20) = WOM
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
Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100
Mayo Clinic Medical Edge News Media Syndications
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
Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
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
Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80
podcasts.mayoclinic.org
newsblog.mayoclinic.org
sharing.mayoclinic.org
Yearly Cost for a Customized Blog $75.00
Three case studies in eight minutes
A Story from Facebook...
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. ”
EVP for Philadelphia Phillies
The 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
The next day...
Six days later...
April 22
Sunday, May 3
May 4
Cinco de Mayo
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in Studio Good Morning America
Results 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
Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car.
Immense 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
“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.”
If you have an iPhone, Let’s Bump!
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

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e-Patient Connections

  • 1. Marketing Mayo Clinic through Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic e-Patient Connections 2009 #ePatCon October 26, 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
  • 3.
  • 4. Mayo Clinic’s First Social Media Equation S! x (N2 + O2 + CO2 + H20) = WOM
  • 5. 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
  • 6. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  • 7. Mayo Clinic Medical Edge News Media Syndications
  • 8. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 9. Step 2: More, Longer Podcasts
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 15. 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
  • 16. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80
  • 20.
  • 21.
  • 22. Yearly Cost for a Customized Blog $75.00
  • 23. Three case studies in eight minutes
  • 24. A Story from Facebook...
  • 25.
  • 26.
  • 27.
  • 28. 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. ”
  • 29.
  • 31.
  • 32.
  • 33. The 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
  • 38.
  • 39.
  • 40. May 4
  • 43.
  • 48. May 26, 2009: Live in Studio Good Morning America
  • 49.
  • 50. Results 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
  • 51. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car.
  • 52. Immense 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
  • 53.
  • 54. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  • 55. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.”
  • 56.
  • 57.
  • 58. If you have an iPhone, Let’s Bump!
  • 59. 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