Mayo Clinic Case Study
Mayo Clinic Case Study
International Marketing
March 18, 2014
The Mayo Clinic
Memo
To:
Marketing staff
From:
Ethan Robinson cc: All Mayo Clinic representatives
Date:
March 18, 2014
Re:
New Marketing Research Strategy
New Marketing Strategy
Attention Staff:
The information contained within this memo will immediately go into effect. It is the responsibility of all staff to represent the Mayo Clinic brand in a uniform and responsible way so that patients and all who enter the clinic have a very positive experience. Word of mouth marketing has been our strongest ally and serves as a very powerful tool. In order to create a cohesive marketing research design strategy this memorandum will outline specific key tactics that must be employed.
The Mayo Clinic’s CEO and board have decided to increase sales revenues to 100 percent over the next five years and that means we have much work globally to do in order to make that a reality. There will be many facets of the marketing mix that will need to be addressed in order to achieve this goal. The purpose of this marketing research is to gather information about the brand recognition, reputation, and appeal of the Mayo Clinic globally. As a brand we must exude qualities that will appeal to people internationally. There are several fundamental facts that describe why someone should chose the Mayo Clinic. The Mayo Clinic offers over 100 years of medical tertiary and quaternary care from civilians to world leaders. The Mayo Clinic was founded by globetrotting specialized physicians who were looking to establish an advanced standard of medical care by consulting with other physicians internationally. The Mayo Clinic is focused on delivering exceptional care that knows no borders. We also need to establish and position our strongest attribute in the global markets as being the experience one encounters here at The Mayo Clinic. Our brand is based on knowledge and superior
International Marketing
March 18, 2014
The Mayo Clinic
Memo
To:
Marketing staff
From:
Ethan Robinson cc: All Mayo Clinic representatives
Date:
March 18, 2014
Re:
New Marketing Research Strategy
New Marketing Strategy
Attention Staff:
The information contained within this memo will immediately go into effect. It is the responsibility of all staff to represent the Mayo Clinic brand in a uniform and responsible way so that patients and all who enter the clinic have a very positive experience. Word of mouth marketing has been our strongest ally and serves as a very powerful tool. In order to create a cohesive marketing research design strategy this memorandum will outline specific key tactics that must be employed.
The Mayo Clinic’s CEO and board have decided to increase sales revenues to 100 percent over the next five years and that means we have much work globally to do in order to make that a reality. There will be many facets of the marketing mix that will need to be addressed in order to achieve this goal. The purpose of this marketing research is to gather information about the brand recognition, reputation, and appeal of the Mayo Clinic globally. As a brand we must exude qualities that will appeal to people internationally. There are several fundamental facts that describe why someone should chose the Mayo Clinic. The Mayo Clinic offers over 100 years of medical tertiary and quaternary care from civilians to world leaders. The Mayo Clinic was founded by globetrotting specialized physicians who were looking to establish an advanced standard of medical care by consulting with other physicians internationally. The Mayo Clinic is focused on delivering exceptional care that knows no borders. We also need to establish and position our strongest attribute in the global markets as being the experience one encounters here at The Mayo Clinic. Our brand is based on knowledge and superior