Mayo Clinic, a healthcare brand social media case study
I came across this presentation on Slideshare: BlogWell Chicago Social Media Case Study, 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.