MINNEAPOLIS, MN – SEPTEMBER 05: General views of the Mayo Clinic Sports Medicine building on September 05, 2020 in Minneapolis, Minnesota.
Creating a healthcare company that is known for its superiority on critical dimensions is a challenging task. A few examples of practices that have achieved this level of branding include MD Anderson Cancer Center, Barrow Neurological Institute, and the Mayo Clinic. Each of these brands has established ownership over specific attributes that are important to patients. MD Anderson is known for superior cancer treatment, Barrow Neurological Institute for finding new treatments for neurological diseases, and the Mayo Clinic for solving complex medical cases through a team-based approach.
To understand how a practice can become a leading healthcare brand, I spoke with Leonard Berry, PhD, a marketing professor at Texas A&M Mays Business School and a Senior Fellow at the Institute for Healthcare Improvement. Dr. Berry, who has studied healthcare for over 25 years and has spent time at the Mayo Clinic, shared insights on how the Mayo Clinic has become a world-class healthcare brand.
The Mayo Clinic was founded over 150 years ago by the Mayo brothers, who believed in team-based care as the key to better patient outcomes. They built their practice around research, learning, and collaboration, which led to the establishment of an endowment for medical research and education. Central to the Mayo Clinic’s brand is its integrated health system, where specialists from different fields work together to provide coordinated care for patients.
One of the key aspects of the Mayo Clinic’s brand is its patient-centric approach. Patients at Mayo witness coordinated care among doctors, experience unhurried appointments, and receive elevated service from a team of talented professionals. These aspects of patient-centricity contribute to the overall brand experience at Mayo.
The Mayo Clinic’s brand is reinforced by different types of clues, including mechanic, functional, and humanic cues. The clinic pays attention to the design and environment of its facilities, ensures the technical quality of its services, and emphasizes the appearance and behavior of its service providers. These cues work together to create a holistic brand experience for patients.
In conclusion, the Mayo Clinic’s commitment to putting the needs of the patient first has set it apart as a leader in healthcare branding. By focusing on delivering exceptional value to patients through integrated care, research, and training, the Mayo Clinic has established a position as a globally recognized healthcare practice. Superior brands, like the Mayo Clinic, identify and deliver exceptional value in ways that set them apart from their competitors.
