Mayo Clinic, a healthcare brand social media case study

I came across this presentation: BlogWell Chicago Social Media Case Study: Mayo Clinic on Slideshare, given by Lee Aase, Manager, Syndication and Social Media Mayo Clinic. It’s a “clinic” [not only for healthcare organizations] for how to evolve a company’s social media practices and for cost-effectively building trust and preference through outreach and providing platforms for sharing.

A few interesting facts from the presentation:

• the top two sources of information influencing preference for Mayo Clinic are word-of-mouth (84%) and stories in the media (57%); with advertising ranking a distant fourth at 27%.
• Mayo top-of-mind preference among U.S. consumers (based on being able to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care) is three times that of hospital #2.
• At Mayo, Social media (while facilitated by a small team) is everyone’s job.

3 thoughts on “Mayo Clinic, a healthcare brand social media case study”

Thanks for your kind words. The thing we love about social media is that it is so consistent with how Mayo Clinic’s reputation has been built for more than 100 years. New technology is just the new way for word-of-mouth to happen.

Thanks for the comments Lee. Agree that technology has simply enabled the word to be spread, shared and debated more quickly to more people in more places. And as you rightly point out, w-o-m in your space is incredibly powerful.