Mayo Clinic & Baylor Health Care System: Social Media Marketing Playbook - On-Demand

Quick Overview

Presented on: July 24, 2013
Presented by: Lee Aase and Ashley Howland

Social media leaders from The Mayo Clinic and Baylor Health Care System share strategies and identify opportunities for a profitable, appropriate, and measurable social media plan.

Availability: In stock

Pubcode: YK072413D
Price: $279

Mayo Clinic & Baylor Health Care System: Social Media Marketing Playbook

Available ON-DEMAND

Health systems and hospitals face unique challenges in developing a social media strategy that balances effective messaging and community engagement with the regulations and conventions of healthcare culture. This webcast will assess the value in digital and mobile social platforms, like Twitter and Facebook, for downstream value. Get insight from recognized social media leaders from The Mayo Clinic and Baylor Health Care System on how to develop a coordinated strategy that is also aligned with an organization’s business plan.

Order Mayo Clinic & Baylor Health Care System: Social Media Marketing Playbook for lessons learned and best practices. You’ll learn how to:

  • evaluate whether they are on the right track
  • understand which social media platforms are appropriate
  • organize and staff social media departments
  • demystify popular social media tools, such as blogs


  • Social Media’s “Big Four”: Facebook, YouTube, Twitter, Blogs
    • 10 things you didn’t know about social media and healthcare
    • Social Media Pyramid
  • Outlining Social Media objectives/Developing a strategy
    • Changing your culture to embrace social media
      • Getting beyond marketing and demand generation
    • Aligning Social Media with business strategy
      • What is right for your organization?
      • Where can you see the most ROI?
    • Integrating Social Media with marketing plans
      • How long can you wait to implement?
      • How do you prioritize among other deliverables?
  • Challenges (You Didn’t Think Of) with Facebook
    • Location Pages – Can you build a page for each facility within a system without diluting the brand?
    • Spam tags –People tagging themselves in your organization’s photos
    • Comment moderation – How do you address criticism while preserving reputation and integrity?
  • Blogs (Can you have one without FB?)
    • Low cost and user-friendly options
    • You can moderate the comments
    • Overcoming the bad reputation
  • Twitter
    • Automatic Feeds – still effective?
    • Identifying appropriate volume
  • YouTube
    • Media Sharing/Slideshare
  • Beyond the Big Four
    • Pinterest, Instagram, Google+, Vine, etc.
      • Evaluating the risk
  • How to structure and staff appropriately


Lee Aase, Director, Mayo Clinic Center for Social Media

Lee A. Aase is director of the Mayo Clinic Center for Social Media, a first-of-its-kind social media center focused on health care. The center builds on Mayo Clinic's leadership among health care providers in adopting social media tools.

Mayo Clinic has the most popular medical provider channel on YouTube and active, popular outposts on Twitter and Facebook. Mayo Clinic, a pioneer in hospital blogging, last year launched an online community for patients and a heart-health awareness campaign. By night, Aase is chancellor of Social Media University, Global (SMUG), a free online higher education institution that provides practical, hands-on training in social media for lifelong learners. Before joining Mayo Clinic in 2000, Aase spent more than a decade in political and government communications at the local, state and federal levels. He received his Bachelor of Science in political science from Minnesota State University, Mankato, in 1986.

Ashley Howland, Social Media Manager, Baylor Health

Ashley Howland is the social media manager for Baylor Health Care System, a network of 300 healthcare access points including acute care hospitals, surgery centers, and clinics in Dallas. She has been a member of the marketing/public relations department for nine years with a strong background in media relations. In 2009, she built a robust social media program from the ground up and now oversees the strategy and content for Baylor’s primary social media networks. Additionally, she serves as the editor of Baylor’s “Sammons Says” and “Scrubbing In” blogs.

Who is attending?

Marketing directors, Chief Marketing Officers, Senior & Vice Presidents of Marketing, Communications Managers, Social Media Directors, Online media directors


To fully benefit from the webcast experience, you will need a computer equipped with a broadband Internet connection, a sound card, and speakers or headphones. You will also need Macromedia Flash Version 8.0 or greater and an Internet browser (e.g., Internet Explorer); additionally, we recommend a screen resolution of 1024 x 768. The use of AOL or wireless Internet connections is not recommended.