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Mayo Clinic Best Of BlogWell09

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Lee Aase
Lee Aase

The slides to accompany a conference call I did on April 2, 2009 as a recap to the January BlogWell conference, which was sponsored by the Blog Council. This is the history of our Mayo Clinic involvement in social media.

Technology
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Mayo Clinic: A Natural Progression in Social Media A “Best of Blogwell” Update Lee Aase Manager, Syndication and Social Media Mayo Clinic April 2, 2009
Mayo Clinic’s Origin http://tinyurl.com/32xbjx
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 3
Mayo Clinic Medical Edge News Media Syndications 4
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 5
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 7
8
Step 3: podcasts.mayoclinic.org 9
10
11
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 12
newsblog.mayoclinic.org 13
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 14
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 15
Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People 16
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 17
sharing.mayoclinic.org 18
19
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 20
For Continuing Education ... 21
Contacting Me • Google Lee Aase to find SMUG • Twitter @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 22

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Mayo Clinic Best Of BlogWell09

  • 1. Mayo Clinic: A Natural Progression in Social Media A “Best of Blogwell” Update Lee Aase Manager, Syndication and Social Media Mayo Clinic April 2, 2009
  • 3. 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 3
  • 4. Mayo Clinic Medical Edge News Media Syndications 4
  • 5. 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 5
  • 6. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 7. Step 2: More, Longer Podcasts 7
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  • 12. 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 12
  • 14. 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 14
  • 15. 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 15
  • 16. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People 16
  • 17. 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 17
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  • 20. 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 20
  • 22. Contacting Me • Google Lee Aase to find SMUG • Twitter @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 22