Communications Division Meeting July 13, 2016 Welcome! Communications Division Meeting July 13, 2016

Meeting Logistics If you are participating remotely via the Webinar: Type any questions or comments in the discussion threat on the right side of your screen For those participating in-person: Please speak up if not near a microphone and repeat questions as necessary

Stephanie Bennett Katherine Cottam Shea Jennings Colette Rector

Communications Unbelievables Amy Davis

Success and Stewardship Great to see the result of this research transformatively moving on to alternative applications. This is what we have always imagined the right discovery and technology could produce in the world of medical research. Congratulations to all involved. Dick Schulze Greetings and a heartfelt thank you! I don’t think there is a better end to the week than to get a great note like this from Dick Schulze that he also shared with his scientific advisory council. See below! I also sent a similar email to Mr. (name redacted) who is considering a 7 figure gift for lung regeneration. Cheers and congratulations. Darci Kopischke Just wanted to send you this email chain below as an FYI. This is a perfect example of how content created by your team can be shared with a benefactor (in this case one of the wealthiest people in the country) and have a significant impact in advancing a highly strategic philanthropic relationship. In this case, the benefactor, who is very busy/challenging to get in front of, responded directly to an email sent to him with a Discovery’s Edge story and press release to applaud the work at Mayo. He even went so far as to say “this is what we have always imagined” with his support and cc’d a group of his advisors. So the connection between the story and moving the needle on this relationship is very clear. Beyond this particular instance, the DE story has also been sent to another benefactor who is considering a 7-figure gift. Thank you for the great work by you and your team. Matt Russell

“It’s the Only News that Matters” – Jeff Bolton

Praise and Recognition

Kudos Allison Upping the stakes clinic wide! Allison deserves recognition for her tough and diligent work with a complicated client (OIS). Annie Burt This is exciting – in combination with the new look and feel roll out – these videos will up the stakes clinic wide. Dan Brevick

Kudos Laura Love these! Kim Otte

Kudos Deb Anderson Thank you for your willingness to help us and mentor us in communication process. I so appreciate all that you have done and continue to do to help us succeed. Barb Terrill

Kudos Erin Welsh Because she won’t toot her own horn, I am bragging about Erin. We just rolled out a very hot topic (implementation of Individual Travel Limits in AZ) with the Department Chairs. Erin partnered with Dr. Anita Mayer and Jennifer Boudreau from the Travel Office, and the presentation went very well. She is launching the rest of the communication plan later today and early next week. I just sent her the email below. She’s great! Breeann Adleman

Kudos Practice Team

Kudos Research and Leadership Communications Teams Dr. Noseworthy just shared how pleased he was w/ the materials prepared for him associated w/the Research Gathering – he felt they were among of the strongest he’s received; very well done; thorough; prepared him very well and gave him great confidence as he delivered his comments. Thanks for all you do; and for your work in support of this event! Chris Gade

Kudos Marcia and Scott (Madgett) Thank you both for all the work you are doing on the staff meetings in Florida. Today was terrific. Dr. Farrugia and Christina stopped me on the way back from the auditorium to talk about the great job the two of you are doing and how things are well planned and running smoothly. Great job!! Jill Chandor

Kudos Mail Room Cleaning Elves To the little elves who diligently and meticulously tidied up and organized the mail room, a huge THANK YOU!! It looks great and makes a big, big difference. THANK YOU!! Nora O’Sullivan

Kudos Carey It’s a great document. Great job to your entire team. Michael Camilleri, M.D.

Kudos Taryn Thanks so much for all your work in putting this together on Friday. I really appreciate your time, and your engagement with the whole team at our new practice. Everyone was thrilled with how it turned out…and it really spiced up our Friday afternoon! Michael Yardley

Kudos Matt, Erin and Colin I want to tell you how great I think the RIGHT protocol request for support document is! Fantastic! I love that you creatively formatted it so that all I need to do as DO is change the title on the top and print or email to the benefactors. Would love to see more of this format. It’s efficient, impactful and so well written. Of course you are the author! Can’t thank you enough! Darci Kopischke

Kudos Ann Hi Ann – midst a series of update conversations w/ members of MCAT midst my transition to PA Dept. Chair – in talking w/ Brian Rich, he expressed how pleased he/broader Security team is w/the support they receive from you. They appreciate your diligence, consultative approach and ability to tap into broader Mayo resources to support their efforts. Thanks for all you’re doing on this front and others – enjoy your Monday! Chris Gade

Kudos Jen, Joel, Tracy and Pat Mayo Clinic Radio marked 25 years and celebrated the occasion in the Plummer Library reading room. Also a huge shout out to Pat for all her work on the invites and other work behind the scenes. A great job by all! Joel Streed

Food Service Communications Team Thank you so much for all the work that went into communications yesterday and today. I know there was no shortage of input and many iterations, but your work was really superb. I appreciate your sensitivities and professionalism. Jeff Bolton Exceeded expectations! Paula Menkosky Hearing from all that our session with staff went very well. Breeann Adleman Thanks for ALL you’ve done to support this, please share thanks w/the entire team who’s supported this! Chris Gade Our thanks to the team for doing a terrific job through a challenging situation. It is a pleasure to work alongside each of you. Thanks for always going above and beyond and defining professionalism to all around you. With respect. John T. Wald, M.D.

Kudos Sandra

Kudos Lizann Thank you again for all your last minute hustle yesterday and today in trying to secure crews to send to the Olympic trials. I know that you changed your schedule to help us. The plans changed many times and you were helpful, solution-oriented and approached it with a sense of calmness, determination and some humor. We all appreciate it. Ron Petrovich

Kudos Catherine This is very well done, Chris. I have sent this with no edits. Please extend my personal thanks to the entire team. **Catherine – my special thanks to you for your eloquence and sensitivity. John Noseworthy, M.D. Agree…very nicely done. Jeff Bolton Thanks to you and your team. This is important work. Sharonne Hayes, M.D.

Announcements Amy Davis

In the Spotlight – Kelly Reller Karl Oestreich

Contracting/Payer Relations Marketing Update Nate Bates

Contracting and Payer Relations Marketing’s support

Topics About CPR Marketing’s support Examples

About Contracting and Payer Relations Organization-wide department Create access through insurance CPR is based in Rochester in the Lanmark building. They have staff in AZ, FL, Rochester and in Mayo Clinic Health System in Wisconsin. CPR is responsible for creating affordable access to Mayo Clinic and Mayo Clinic Health System through health insurance products.

Preserve and grow patient access Preserve and grow revenue CPR Goals Preserve and grow patient access Preserve and grow revenue

Develop and maintain products Manage payer relations CPR’s efforts Negotiate contracts Develop and maintain products Manage payer relations Educate and support internal staff

Chuck Rosen, M.D. Cat Roberts, M.D. Tim Davlantes, M.D. Steve Knudson CPR Leadership Chuck Rosen, M.D. Cat Roberts, M.D. Tim Davlantes, M.D. Steve Knudson Michael Troska Chris Toby Dr. Rosen is the medical director. Dr. Roberts and Dr. Davlantes are associate medical directors in AZ and FL. Steve Knudson is the chair of the department. Michael Troska is co-chair based out of Rochester. Chris Toby is co-chair based out of Florida.

Marketing’s CPR team Elizabeth Rice Jeff Warnock Nathan Bates

Marketing promotes insurance products Narrow networks Centers of Excellence with MCCN Centers of Excellence without MCCN Mayo Clinic Complex Care Programs

Medica

Blue Cross and Blue Shield of MN

Blue Cross and Blue Shield of MN General Mills Medtronic Portico Taylor Corp.

Altru Prime by Medica

Boeing

Open enrollment campaign More than 25,000 unique web visitors More than 15,000 members enrolled I want to move to some examples of how we are connecting directly with consumers. Open enrollment campaign. Oct/Nov. We want consumers to - Pick a plan with Mayo Clinic in it Targeted Mayo Clinic Health System footprint Traditional and digital media mix Campaign webpages

Facebook pilots – Florida and Arizona Raise awareness Generate demand 160 estimated patient requests (Multiplier: 1 online appointment request = 4 telephone appointment requests)

Sales materials

Value messages Cancer CV and CVS Neurosciences Transplant

How can Communications help? If you have a project that has an insurance element, connect with: Nathan Bates Susan Barber-Lindquist Kathleen Harrington businessrelations@mayo.edu

News/News Delivery Team Update Ron Petrovich

Mayo Clinic News and News Delivery July 2016 Sharing the Mayo Clinic Story test

Who are we? Drivers of Mayo Clinic’s “News Engine” Drive storytelling and reporting across the three shields Storytellers Write and share compelling patient stories, stories that help employees do their jobs, stories on medical advances that improve and save lives Connectors Collaborate with other Mayo Clinic teams to help get their stories told and shared with audiences they need to reach

What We Do Objective We want to be more interesting External: Owned Media – Lift the brand by increasing awareness of Mayo Clinic Internal: Inspire and inform employees with compelling stories Build a starting point to create stories Help you find content to make your job easier

How We Do It: The “2-T’s” Talking Share what we’re hearing, learning, thinking, doing All ideas are welcome Technology Desk-Net The stories that will be. Where the story idea and news release process begins. Content Management System The stories that are. A catalogue of published and unpublished stories, messaging and communications plans.

Publications and Audiences Internal Platforms: Mayo Clinic News Center – hub for internal news delivery, Digital Signage Audiences: Staff at all Mayo sites External Platforms: Mayo Clinic News Network, Mayo Clinic Radio, Sharing Mayo Clinic, In The Loop Audiences: Public, Patients, Media 1400 News Network Members 92 Radio Stations, Blog Talk Radio, iHeart Radio, AOL/Huffington Post, Tribune Content Agency, Apple Point of Care Networks, 3000 monitors MayoClinic.org

Publications and Audiences Connected to, but not produced by News and News Delivery: The Scope (Practice Communications Team) Inside Mayo Clinic Research (Research & Education Communications) Supervisor publications (Staff Engagement Communications)

Our Reporting Structure Mayo Clinic News Center – Hoyt Finnamore Editorial team Greg Brown – Editor, Operational News Uma Thangaraj – Editor, Strategic Stories (Research, Practice, Education Buddy) Evelyn Tovar – FL – Editor, Work Life (Social Media Buddy) Lynn Closway – AZ – Generates Patient and Operational Stories Linda Binner – Coordinates News Center, In The Loop

Reporting Structure (continued) Mayo Clinic News Center (internal) – Hoyt Finnamore Writers Tracy Will – Sharing Mayo Clinic Nicole Brekke Sisk – In The Loop Cory Pedersen – In The Loop Robin Huiras – Sharing Mayo Clinic Event Calendar and Content Management Pat Voerding

Reporting Structure (continued) Mayo Clinic News Network (external) – Joel Streed Editorial Team Dana Sparks – Executive Producer Cindy Weiss – Stories from FL Jason Howland – Mayo Clinic Minute Laurel Kelly – Coordinates NN content Deb Balzer – Mayo Clinic Minute and NN membership Dennis Douda – In-Depth stories Jen O’Hara – Mayo Clinic Radio Jeff Oelrich (Olsen) – Mayo Clinic Minute

Reporting Structure (continued) Mayo Clinic News Network (external) – Joel Streed Christopher Nurse – FL Video Julie Petersen – Transcription Multimedia Producer – AZ Multimedia Producer – MN

Reporting Structure (continued) Overview – Ron Petrovich Axel Gumbel – Desk-Net (Staff Engagement Buddy) Theresa Lewis – Content Management, Ontology, Metrics Tammy Goemaat – Desk-Net, Sharing (Development, GR Buddy) Ethan Grove – Radiology/ODI Liza Torborg – In The Loop, Mayo Clinic Q&A Tracy Jones (McCray) – Mayo Clinic Radio Larry Grossman – Mayo Clinic Radio, Digital Partnerships Natalie Halpern – FL, writing Vivien Williams – On Air Talent

How do we communicate? Buddy System – Advice, Counsel, Liaison (work with you to get your content published, not creators of all content) Traffic Meeting Monday and Wednesday – 10:30 a.m. Daily Leads – 9 a.m. News Network Daily Call – 7:15 a.m. Team Meeting – Tuesday 9:30 a.m. Mayo Clinic News Network, Radio – Thursday 12:30 p.m. Homepage Huddle – Friday 10 a.m. News Center Editors – Friday 1 p.m.

The Future The need for and interest in health and medical news continues to grow – we are positioned to lead the industry with how we create and deliver our news. Writing Conversationally – Stories, Headlines, Overall Approach Internal News- Homepage Redesign, New Platform, Daily External-Tweaking layout, Daily Outreach, Relationships, Syndication Connecting on the Front End – 70 stories a week on Desk-Net CMS-Emphasis on ontology Emergency texting

Thank you