Kathy Barbour, APR, the communications manager at the Mayo Clinic spoke at a Spokane PRSA workshop on Sept. 8, 2011. She shared some of their success stories and how they are integrating social media into their communication strategies. The following are my raw notes from her presentation.
Their history and heritage are still a vital part of who they are. It’s included in their speeches, emails, facilities, conversations, etc. They celebrate heritage days annually.
Mayo Clinic is an integrated healthcare provider. They have electronic medical records that are shared between their physicians, sites, etc.
They’ve never done any national advertising. Instead they rely on word-of-mouth, stories in the media, physician recommendations, followed by advertising, Internet and others.
When they do advertise, they use patient stories and employee profiles to continue the “word-of-mouth” strategy. Their campaign is called “My Answer.”
Their primary value: the needs of the patient come first. Focus on how each employee reflects mission and value.
Posters showing their satisfaction scores are posted on their campuses.
They include a photo in their employee e-newsletter every week. Instead of just the written employee message, they now record their leadership on video and broadcast it.
The strategic plan campaign is called The Mayo Effect. They created a YouTube style video (below) that communicates the messages they had in their written version, but in a visually stimulating way.
They created an opt-in every-other-daily email communication that seems to be popular. About 4,000 out of 56,000 employees have signed up for it.
The Cowans video (below) was captured by a visitor at one of their hospitals and posted it to YouTube. When they heard about it, they tracked it down and cross-promoted it.
They post their social media policies for the public to see. And their staff can access Facebook, Twitter, etc. at work. Fortunately, they haven’t had to fire anyone for social media issues.