An excellent case study for using social media as a marketing and communications tool for non-sexy brands – like Mayo Clinic, a leading medical/surgical clinic based in the US.
This interview by Guy Kawasaki with Lee Aase, social media manager at Mayo Clinic, shows how they make in-depth health and medical news content available directly to patients and interested consumers in order to encourage feedback, dialog, and sharing of information.
An excerpt from interview:
“With over 90 percent of Mayo Clinic patients reporting that they say “good things” to their friends after a visit, using social media tools to amplify their impressions seemed reasonable.”
“That said, we didn’t just immediately jump into blogging, Facebook, YouTube, and Twitter. It was a natural, gradual progression that incorporated what I [Lee Aase] like to call, “The MacGyver Mindset”…creating new solutions out of resources we already had on hand.”
Specifically, what I like about Mayo Clinic’s approach to social media is their mandate for being nimble, thinking on their feet and having an in-depth knowledge about Mayo Clinic’s strengths and values.
That they have key staff members like Lee Aase to represent these traits is a blessing.