Introduction to the Consultant
Lee Aase, a trailblazing social media strategist, is best known for putting Mayo Clinic at the forefront of healthcare’s digital evolution. His innovative approach turned social platforms into powerful tools for education and brand trust, setting a benchmark for the industry.
The Challenge: Breaking the Digital Ice
When Aase began at Mayo Clinic, social media was largely untapped in healthcare. The organization needed a way to reach and educate a global audience while adhering to strict regulations. Aase saw an opportunity to humanize Mayo’s brand and build credibility through digital channels.
The Strategy: Health Tips, Stories, and Transparency
Aase’s strategy hinged on delivering value and connection:
- Daily Health Tips: Share concise, practical advice to empower followers.
- Patient Stories: Use real experiences to create emotional resonance.
- Live Engagement: Host Q&As to answer questions and build community.
This approach positioned Mayo Clinic as a reliable, approachable voice online.
Execution: From Zero to Social Media Hero
Aase implemented his vision with precision:
- Focused on key platforms like Twitter and Facebook to maximize reach.
- Developed a content calendar for consistent, value-driven posts.
- Leveraged crisis communication, making Mayo a go-to source during health emergencies.
His team’s purposeful execution turned strategy into action.
Results: A Digital Powerhouse
The impact was transformative:
- Follower Growth: From zero to over 1 million followers across platforms.
- Engagement: Posts averaged 5,000 interactions, with higher spikes during live events.
- Brand Trust: Mayo Clinic emerged as a top-trusted healthcare brand online.
Aase’s efforts established Mayo as a social media leader in healthcare.
Key Takeaways for Healthcare Marketers
- Offer value through education, not just promotion, to earn trust.
- Use authentic stories and transparency to connect with audiences.
- Maintain consistent, reliable content to sustain engagement.
Aase’s work proves social media can be a game-changer for healthcare brands.
