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. Read Further
, about tips to pursue elegance. 
