Mayo Clinic. Who We Are. Employees 56,100. Physicians 3,700 3,300. Residents, fellows & students. Patients 1,050,000. Total revenue. $7.

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1 Mayo Clinic Mayo Clinic in Arizona Mayo Clinic in Florida Greeting cards Steven King books And more! Mayo Clinic Who We Are Employees 56,100 Physicians 3,700 Residents, fellows & students 3,300 Patients 1,050,000 Total revenue $7.9 billion CP

2 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, miles south of Twin Cities - Corn fields and cows! No national brand advertising And

3 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

4 My Answer How Do We Engage Our Employees? Our Primary Value Encouraging a strong culture and connecting emotionally The best interest of the patient is the only interest to be considered William J. Mayo, MD The Needs of the patient come first

5 How Do We Inspire Employees? Encourage a Strong Culture Our Leaders Reinforce the rich Mayo heritage and core values relentlessly Speeches, s, 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 8 years running 2011 Cultural awareness

6 Cultural Awareness Brand Standards and Tools 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. CP Celebrating Excellence Integrate Communications Cross pollinate stories, videos, photos Cross promote print, intranet Engage employees Leverage new technology CP

7 Embracing Technology Blogs Podcasts Videos E-newsletters Chat Internal Communication Tools The Tried and True News Center This Week at Mayo Clinic

8 This Week at Mayo Clinic Graphical s Capture Attention An Example: Strategic Plan Creating The Future and Let s Talk Accessible for everyone Interactive tools Real language Real voices Inspiring stories Clear direction

9 Strategic Plan Refresh Awareness It s so hip! e-poster column easel b-boards web banner Is this for real?

10 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

11 185,000+ followers 52,100+

12 Mayo s Lead on Facebook, Twitter fans followers First video uploaded April videos posted 4.2+ million total uploaded views Mayo Clinic 45, ,182 Cleveland Clinic 26,304 10,340 M.D. Anderson 20,733 5,662 Johns Hopkins 11,613 7,072 4/18/11 The Cowens: Marlow, 91, and Frances, 85 7,000,000+ views Live in Studio Good Morning America 48

13 Jay Leno Spoof

14 Nov 12, 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.

15 Social Media and Employees Mobile devices for iphone, ipod Touch and ipad launched in 2010 Events Dr. Jack 19,000 employee views El Espectador in Bogota, Colombia

16 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 Celebrity Coverage Dear Mayo Clinic I was shocked to read the doctor s letter to the Russian politicians

17 Celebrity Coverage More than 450 stories local, national and international Health Care Reform Health Reform / Dr. Rupp: Financial News & Daily Record & Jacksonville Business Journal

18 Questions Kathy Barbour, APR Communications