e-Patient Connections
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My presentation October 26, 2009 at the e-Patient Connections conference in Philadelphia.
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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
- 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
- 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
- 22. Yearly Cost for a Customized Blog $75.00
- 23. Three case studies in eight minutes
- 24. A Story from Facebook...
- 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. ”
- 30. EVP for Philadelphia Phillies
- 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
- 34. The next day...
- 36. April 22
- 37. Sunday, May 3
- 40. May 4
- 41. Cinco de Mayo
- 42. May 10
- 44. May 11
- 45. May 12
- 46. May 15
- 47. Early Morning May 26
- 48. May 26, 2009: Live in Studio Good Morning America
- 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
- 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.”
- 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