Social Brand Building
For more than 100 years, word of mouth has been the most important information source behind Mayo Clinic’s unparalleled consumer preference among health care providers. In the 21st century more of this discussion has moved online, and Mayo Clinic has used social tools not only for general branding but also to make in-depth content available to consumers, and to increase demand for services in various medical specialties. Lee Aase, director of the Mayo Clinic Center for Social Media, will share Mayo’s experience and its strategy of infusing social communications throughout the enterprise, along with lessons learned through building upon an established brand through social media.
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