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Mayo Clinic in Arizona
Mayo Clinic in Florida
Mayo Clinic
Mayo Clinic
• Greeting cards • Steven King books • And more!
Who We Are
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Employees 56,100
Physicians 3,700
Residents, fellows & students
3,300
Patients 1,050,000
Total revenue $7.9 billion
Our Journey in Florida Our Journey in Florida
What Makes Mayo, Mayo?
• Clinic – mainly outpatient
• Physician-led
• Patient-first
• Mayo Model of Care
• Integrated, team approach
• Unified e-medical record
• Accurate diagnosis
How Did This Happen?
• Rochester, Minnesota - Population: 100,000
- 75 miles south of Twin Cities - Corn fields and cows!
• No national brand advertising
• And
In the Beginning … No Brand, but Great Story
• Just a horse and buggy doctor giving physicals to Civil War soldiers in 1863 • Sons William and
Charles joined the family business in 1883 and 1888
Branding Engine: Word of Mouth Satisfied patients tell family, friends
It s as simple and as difficult as that
Brand Research
• Qualitative brand exploration - Consumer focus groups - Patients, community leaders
• Quantitative brand monitoring - Consumers:
- Every quarter nationally - Every other year locally
• Local very high awareness preference
Sources of Information Influencing Preference for Mayo Clinic Preference for Mayo Clinic
My Answer
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How Do We Engage Our Employees?
Encouraging a strong culture and connecting
emotionally
The best interest of the patient is the only interest to be considered
William J. Mayo, MD
Our Primary Value
The Needs of the patient come first
How Do We Inspire Employees?
Encourage a Strong Culture
Our Leaders…
• Reinforce the rich Mayo heritage and core values relentlessly
Speeches, emails, facilities, conversations Mayo brothers quotations
I don t recall a speech or meeting I attended where the core values of the institution were not mentioned.
L.L. Berry, K.D. Seltman, Building a Strong Services Brand: Lessons from Mayo Clinic
Inspiring Our Employees • Hire the right people • Orientation • Bring values to life • Engagement • Education/professional
Development • Awards/recognition • Cultural awareness 2004 2005 2007 2008 2009
2011
2006
8 years running…
2010
Cultural Awareness
• Heritage Days - Commemorate and celebrate the Mayo history and heritage - Commend staff
• It gives us an opportunity to celebrate who we are, taking clues from our past to move us into tomorrow.
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Brand Standards and Tools
Celebrating Excellence
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Integrate Communications
• Cross pollinate stories, videos, photos • Cross promote print, intranet • Engage employees • Leverage new technology
Embracing Technology
Blogs Podcasts Videos E-newsletters ““Chat”
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Internal Communication Tools
The Tried and True
News Center This Week at Mayo Clinic
This Week at Mayo Clinic
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Graphical E-mails Capture Attention
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An Example: Strategic Plan
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Creating The Future and Let s Talk
• Accessible for everyone • Interactive tools • Real language • Real voices • Inspiring stories • Clear direction
Strategic Plan Refresh
Awareness
e-poster column easel b-boards web banner
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“It’s so hip!”
““Is this for real?”
Launched Feb. 10 Social Media Health Network
• Membership group associated with Mayo Clinic Center for Social Media • For organizations wanting to use social media
to promote health, fight disease and improve health care • Dues based on organization revenues • Industry members, but no industry grant
funding • 54 Organizational Members as of 4/18/11
52,100+
185,000+ followers
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Mayo s Lead on Facebook, Twitter
fans followers
Mayo Clinic 45,691 153,182
Cleveland Clinic 26,304 10,340
M.D. Anderson 20,733 5,662
Johns Hopkins 11,613 7,072 4/18/11
• First video uploaded April 2008 • 900+ videos posted • 4.2+ million total uploaded views
• The Cowens: Marlow, 91, and Frances, 85 • 7,000,000+ views
Live in Studio Good Morning America
48
Jay Leno Spoof
Nov 12, 2009
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Less than 24 hours after my initial appointment, I not only had a new diagnosis but had surgery to correct the problem. A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me.
Social Media and Employees
Mobile devices for iPhone, iPod Touch and iPad launched in 2010
Events
19,000 employee views
Dr. Jack El Espectador in Bogota, Colombia
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Department-Level Podcasts Weekly Mitchcast
• Self-produced (audio, graphics and photos)
• Reaches audience of 280 • Recognizes employee
accomplishments • Communicates Mayo news
Issues and Crisis Management
• Infection Control • Bomb Threat • Patient Relations • Power Outages • Security Breach/Theft • Patient Privacy
Social Media Case Study
Dear Mayo Clinic I was shocked to read
the doctor s letter to the Russian politicians
Celebrity Coverage
Celebrity Coverage More than 450 stories – local, national and international
Health Care Reform
Health Reform / Dr. Rupp: Financial News & Daily
Record & Jacksonville
Business Journal
