3. Brand Preference
⢠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?
4. Top-of-Mind Brand Preference
U.S. Consumers
Mayo Clinic 11.7
Hospital E 3.1
2006 Study
Hospital D 2.3
Hospital C 1.8
Hospital B 1.3
Hospital A 1.0
Don't know 40.9
0 10 20 30 40 50
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5. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
2006 Study
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100
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7. 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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8. First Foray in New Media
⢠Existing Medical Edge radio mp3s
⢠Launched Sept. â05; Downloads up
8,217 percent Oct. vs. Aug.
13. YouTube Channel
⢠Brand study confirmed benefit
⢠âThe world has voted, and we want
to watch videos on YouTube.â - Andy
Sernovitz, President, Blog Council
⢠Use YouTube to serve videos for
blogs
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15. Key Tool: Flip Video Camera
⢠Affordable for all campuses (and you)
⢠Recording interviews (with tripod)
improves existing processes
⢠Authenticity without writerâs 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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18. 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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19. Next Step: Launched Jan. 22
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.org
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20. Sharing Mayo Clinic
Content 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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21. 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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23. 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 everyoneâs job
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25. Contacting Me
⢠Google Lee Aase or SMUG University
to find SMUG
⢠Twitter @LeeAase or @SMUG_U
⢠Friend me on Facebook
⢠aase.lee@mayo.edu
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