FROM RELIEF REHAB TO HEALTHCARE PARADISE:

THE JOURNEY CONTINUES

Mayank PrasoonIIT BHU

Mayo Clinic started as relief rehabby W.W. Mayo, who became the founding father of Mayo Clinic

But the sons of W.W. Mayo led to the estabilishment of present-day Mayo Clinic

But how did a relief rehab, turn into a multi-nationalhealthcare center?

It was possible because they combined their mission With their marketing strategy

The mission of Mayo Clinic is : To inspire hope and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education and research.

Thus, the company aligned its marketing strategies, and services management to go with the mission of the company. Thus avoiding any conlict between the two.

Mayo Clinic has been able to have competitive advantage over its competitors owing to its great customer service,great technological research and marketing strategy.

CUSTOMER SERVICE

Customers’ happiness are considered as prime targets:

Respect: Everyone at Mayo Clinic is treated with dignity and care

Compassion: Patients are treated with sensitivity and empathy

Excellence: Best outcome is declared withthe best efforts by everyone

Innovation: Better services provided By creative ideas and unique Talents of employees

High end hotel like amenities,to serve

both the patients and their families

Teamwork:Mayo Clinic strongly understands the need

for teamwork, and values the contribution of all

employees in unsurpassed collaboration

Customer feedback surveys are sent to respective customers to get their views on the customer service, and often they are called to get their

reviews about the customer service

TECHNOLOGICAL BREAKTHROUGH

Mayo Clinic is increasingly involved in healthcare research to come up with solutions, to various health problems known to us, by its huge number of scientists and engineers.

Healthcare research

Mayo Clinic Ventures

Various companies can work with Mayo Clinic venturesto turn the ideas of the Mayo research lab into viable and valuable medical solutions

Mayo Clinic partnered with optum to launch Optum labs, aimed to provide better healthcare to patients, by successful implementation of technology, information assets, scientific expertise, and knowledge tools to pursue practical new solutions to patient healthcare problems.

A survey of where consumers got to know about Mayo Clinic found out:

As seen from the previous chart, word-of-mouth is the biggest reason for the visit of peopleto the hospitals of Mayo Clinic.

That’s why, a great customer service is maintained to everyone

Word-of-mouth

Sharing Mayo Clinic blogMayo Clinic sees patients from all over the world, and the goal of sharing Mayo Clinic blogIs to unite the diverse patients into one global community. This ensures a great reputation Of Mayo Clinic globally

Mayo Clinic shared their customerexperiences on the blogto ensure more customer engagement

Social Media

Mayo clinic was able to use social media very intelligently for its publicity:

1. Strong brand recognition2. Social Media remains at the core of the marketing activities of Mayo Clinic

3. Patient engagement on social media4. Focusing on innovation through social media

You are the… campaignMayo Clinic created the “you are the…” campaign, to illustrate itself as the people’s brand. It created a youtube video that illustrates the great customer experience by previous patients in Mayo Clinic.

Innovation in social media usageMayo Clinic innovated on the usage of social media,for branding:Youtube: Mayo Clinic explains about all the existing, healthcare technology, and the upcoming healthcare technology, and all about their treatments and cures on youtube. It also regularly adds the customer reviews to ensure people listen to them.

Facebook: Mayo Clinic posts engaging content, every few hours, about patients who were once treated by them, so as to increase customer engagement on social media.

Facebook uses a series ofengaging posts to get more customer engagementon its social media page

Is MayoClinic doing such great deal at retaining its international customers?

Data tracking:

Tracking international patient trends, providing them with pre-defined text to choose from while filling surveys, togain better insight on their experience.

Internal research:

They invest in internal research programmesto identify the things that are going smoothly

and others that are being barriers to their providing great healthcare.

International market research

Mayo Clinic has conducted qualitative and quantitative research to understand what drives consumer behavior, why they leave their own communities for healthcare, and how the healthcare decisions are made.Cultural beliefs are studied to provide better insights

Project Search: Targets 18-21 year olds to empower them with great personality development skills You are the… campaign: Targets to raise $3 billion for funding healthcare by the end of 2017Research: Increased research on solving various healthcare problems faced by people, although not unwavering from its core valueBusiness Ventures: It aims to partner with businesses keen to bring the healthcare ideas of Mayo Clinic to the market.Market Expansion: Mayo Clinic targets to expand itself digitally to an even more connected world keeping the core values intactMayo Clinic Care Network: Mayo Clinic targets to form subnetworks in remote areas by partnerships with smaller hospitals who can help it expand to further audience.

Mayo Clinic achieved its position as the healthcare head because of:1. Great customer satisfaction rates: It continuously trained

the employees to provide world class healthcare services to its patients

2. Technological breakthroughs: Mayo Clinic has a large number of scientists, researchers who

continuously work hard to come up with solutions in the field of healthcare

3. Marketing Strategy: Mayo Clinic has worked hard to come up with strategies to supplement it in its pursuit for

better healthcare.

MAYO CLINIC STARTING AS A RELIEF TEMPORARY HOSPITAL TURNED TO A GLOBAL HELTHCARE BRAND, OWING TO ITS STRATEGIC CONSUMER MANAGEMENT, GREAT MARKETING STRATEGY, USE OF TECHNOLOGICAL BREAKTHROUGHS AND CLEVER USE OF MEDIA IN PROMOTING ITSELF.