International Marketing
Case Study Mid Term:
International Marketing Research at the Mayo Clinic
Minashki Sinanan
Summary
The Mayo Clinic is a well-known health care provider that treats international and domestic, upper class society. An example of their consumer base is the President of the Republic of Equatorial Guinea, Teodoro Obiang Nguema Mbasogo, who was seen at the Rochester clinic in New York. Founded almost a Century ago by the “Mayo” family, these world renowned physicians travelled the world comparing notes and surgical approaches as well as adopting international patients, creating an international legacy. For years this clinic has used word-of-mouth as their main marketing tool to maintain its global standing. Only within the last 20 years has a formal marketing department been established, showing that marketing was never their most critical factor for delivering patients. Mayo Clinic is known for having most accredited standards and has a reputation for groundbreaking and successful treatments for diseases that have gone undiagnosed and untreated and in recent years achieving at a lower cost (Mayo Clinic Website). With the entry of their fairly new marketing department, Mayo clinic has implemented internal and external research to gain an international understanding of the global market for healthcare providers and also where they themselves stand. The internal data, that are used to oversee hospitalization rates among patients of different countries, and also, the amount of new patients from various regions, are evaluated quarterly along with research based on customer satisfactions among international patients. Additional to international patients, the clinic has also assessed Mayo Clinic policyholders through qualitative and quantative primary data. Other primary data was collected through the use of focus groups, including patients and non-patients, of up to six different cities globally, which was used to study their path to a healthcare decision.
International Marketing Research at the Mayo Clinic
Minashki Sinanan
Summary
The Mayo Clinic is a well-known health care provider that treats international and domestic, upper class society. An example of their consumer base is the President of the Republic of Equatorial Guinea, Teodoro Obiang Nguema Mbasogo, who was seen at the Rochester clinic in New York. Founded almost a Century ago by the “Mayo” family, these world renowned physicians travelled the world comparing notes and surgical approaches as well as adopting international patients, creating an international legacy. For years this clinic has used word-of-mouth as their main marketing tool to maintain its global standing. Only within the last 20 years has a formal marketing department been established, showing that marketing was never their most critical factor for delivering patients. Mayo Clinic is known for having most accredited standards and has a reputation for groundbreaking and successful treatments for diseases that have gone undiagnosed and untreated and in recent years achieving at a lower cost (Mayo Clinic Website). With the entry of their fairly new marketing department, Mayo clinic has implemented internal and external research to gain an international understanding of the global market for healthcare providers and also where they themselves stand. The internal data, that are used to oversee hospitalization rates among patients of different countries, and also, the amount of new patients from various regions, are evaluated quarterly along with research based on customer satisfactions among international patients. Additional to international patients, the clinic has also assessed Mayo Clinic policyholders through qualitative and quantative primary data. Other primary data was collected through the use of focus groups, including patients and non-patients, of up to six different cities globally, which was used to study their path to a healthcare decision.