Report on the Marketing Communication Used by Health Provider Mayo Clinic

Introduction of the Marketing Communication Used by Health Provider Mayo Clinic

Mayo Clinic was founded by Dr. William Worall Mayo, an English Doctor who has decided to settle in Rochester, America in 1846. Later on, his two sons William Mayo and Charlie Mayo have also taken part in medical practice created by their father from 1880s. Along with the growth of their practice and reputation in helping the patients, the Mayos then started to invite other doctors to take part in the business. The groups of professional doctors eventually originated their innovative idea in American medicine, which is the multi-field doctors’ practice. In 1949, the Mayo brothers died, however, the Mayo Clinic has remained to continue serving its patients with applying all of the ideas, standards, and principles that they have instituted by the founders of this clinic.

Throughout time, Mayo Clinic has been acknowledged as the leader in innovations and discoveries. Not only this, in fact, Mayo Clinic has been continuing its involvement and set up its position to be listed as one of the leading medical institutions across the globe. In every single year, Mayo Clinic has been helping for more than  of patients from around 50 states and around  from around the world. So far, Mayo Clinic hires , only on its Rochester headquarter. Hence, Mayo Clinic has turned out to become a health provider with an international reach. For this rank, Mayo Clinic has been using a great stellar marketing strategy to establish the organization and stand up as a true leader in the field of health care service providers. 

In this report, we will discuss the Integrated Marketing Communication or IMC used by Mayo Clinic, its campaign elements, its brand’s value propositions, its media strategy and execution, and how its campaign has an appropriate balance between creativity and delivering an effective sales message to all of its patients. From these points, we would take essential points that we can learn from the marketing communication used by Mayo Clinic.

Integrated Marketing Communications Used By Mayo Clinic

            Mayo Clinic has been famous not only as an innovator in medical care and research. More than this, this healthcare provider has also been acknowledged as a company which has been leading the charge to present the healthcare communications to become less bureaucratic, less confusing languages, and also turned it to be more collaborative for anyone who needs professional healthcare assistance. The Integrated Marketing Communication performed by Mayo Clinic with bringing along all the media relations, public affairs, social media, as well as internal communications teams. The main purpose of gathering them is to help Mayo Clinic in sharing all of its upcoming news for the patients, while also sharing the thoughts, opinions, and advice regarding the trending news that provided by the professional team in Mayo Clinic.

            Ron Petrovich, as the Manager of Mayo Clinic’s Center for Social Media, has stated that this healthcare provider has been coordinate all the trending news on the front end, with a purpose to deliver them as detail as possible to finally give complete information to its patients or visitors from whole over the world. Moreover, Petrovich also has added that the ultimate goal of this coordination is to provide convincing brand journalism, which simply defines as the content that able to meet the requirements of news organizations and also their audiences, while at the same time, also underlining the brand of Mayo Clinic itself (Kent, 2014).

In order to achieve this, Mayo Clinic has been performing some approaches in integrating its marketing communication such as:

·         Simplifying a complicated setting of the Marketing Communication Used by Health Provider Mayo Clinic

One of the reasons for a number of people to become devastated by the healthcare provider system has appeared to be due to its absolute intricacy. With keeping this in mind, the professional marketing team of Mayo Clinic has been doing their effort in simplifying that complicated context of healthcare, medical research, insurance, and regulation. As a consequence, Amy Davis, the head of Communications and Public Affairs at Mayo Clinic has mentioned that "We live in a world of complex data and terminology and jargon. Our job often is to translate that and make it understandable on a very basic level. “(Kanski, 2016)

In addition to this, Mayo Clinic has performing Integrated Marketing Communication by combining the traditional media together with social media. This has been proven by how Mayo Clinic has been motivating its entire employees to share the stories of Mayo Clinic on their own personal social media accounts. The reason behind this is due to this healthcare provider believes that social media has been working as an expansion of Word of Mouth or WOM marketing strategy. Hence, Mayo Clinic has proud to declare that all of its employees are the ones who have created its brand every single day over the way they handle and support the entire patients. Hence, it is fair to say that Mayo Clinic has been trusting its employees to share the news regarding Mayo Clinic on their own social media account to support extending its brand itself.

·         Sharing storytelling of the Marketing Communication Used by Health Provider Mayo Clinic

Another Integrated Marketing Communication performed by Mayo Clinic is storytelling. Despite the fact that there is a huge number of stories that this healthcare provider acquired, it is essential for the communications team to select which stories that would result in the highest potential effect. It has been seen that Mayo Clinic has also giving effort in making differentiation in this context. For instance, Mayo Clinic has been selecting the types of storytelling that have the capability to inspire other people, or else, present an emotional connection of the patient. One of the most shared stories presented by mayo Clinic that really went viral was hit in the year of 2015. The story was about a patient, who took part in a research experiment for a bionic eye implant, and was finally able to saw his beloved wife for the very first time after 10 years. This video was quite hit due to it contains every single thing to create a good story such as an inspirational story and raw emotion, which has transformed differently by Mayo Clinic. As a result, this story got above than  YouTube viewers (Kanski, 2016). 

Advertising Campaign Elements Performed Mayo Clinic

It has appeared that Mayo Clinic has never left the nature of the evidence on every single of its content. In fact, by managing carefully both visual and practical pieces of evidence, Mayo Clinic has been presenting a consistent and compelling story in accordance with its healthcare provider service to its customers by clearly illustrating its main value, which is “The needs of the patient come first” (Mayoclinic.org, 2019). In fact, the latest advertising campaign presented by Mayo Clinic has completely illustrated the visual consistency, verbal consistency, as well as attitude consistency as the main elements of advertising campaign. This latest advertising campaign created by Mayo Clinic named “The Journey to Certainty” contains three different ads which are Road Trip, Train Ride, and also Lucky Hat. All of the three ads are featuring the stories of people who were leaving their own homes and their beloved persons, and moving to their end destination. The ads have been considered to become the ads that have the capability to raise the emotional feelings of the viewers. In addition to this, the best part from these three ads is the message that appears at the end of each ad which is actually quite simple yet extremely powerful: “When it’s time to find answers.You Know Where to Go.”

Source: https://www.mayoclinic.org/answers

            The 60-seconds advertisements are craftily reserved, which keeping all the viewers to be curious, and thus, they invest their time to view the final scenes of the ads. The greatest visual message presented by the ads was a prolonged version performed by the “father-and-son” scene at the Road Trip which has turned out to become even extremely more heart- twisting at the time the viewers were able to realize where it is headed. The three ads are claimed to highlight the reputation of Mayo Clinic in only delivering definitive answers along with inclusive healthcare for all of its patients. Stephen Cassivi, M.D., which is a Medical Director for the brand strategy at Mayo Clinic has explained for the ads: “With realistic characters and relationships, viewers can see themselves in these scenarios, and realize they too can embark on their own journey to certainty, should they face a serious and complex health challenge.” (Diaz, 2019)

The Brand’s Value Propositions

As the marketers said that branding is actually not a part of marketing strategy, instead, it is tied in with demonstrating the value. The rivalry is ascending as retailers and other disturbing healthcare providers give advantageous passageways. Accordingly, the patient-specialist relationship is advancing more rapidly than the present model of business, making it quite simple for patients to leave the healthcare provider. This is especially valid for more youthful and more advantageous health consumers. To motivate the brand loyalty, the healthcare providers need to characterize their own value proposition and construct a brand that obviously delineates that value itself—not by using any extravagant logo or bulletin, instead, by using a convincing, significant, and steady advertising.

Mayo Clinic Health System examined this clearly, and in light of current circumstances. Their voyage to turn up into a  brand has been a ceaseless, purposeful concentration on the value. Right up 'til the present time, each new employee of Mayo Clinic is prepared on Dr. William J. Mayo's establishing mantra which is, “The best interest of the patient is the only interest to be considered,” in light of the fact that it is key to the brand of Mayo Clinic (Advisory.com, 2015).

A solid services brand is shaped and continued essentially by clients' collaborations with the service provider. A services branding model portrays the elements of the . Right from the interrelationships between the exhibited brand, outer communications, as well as the experience of customers rise on the , definition, and, at last, value. The Mayo Clinic contextual investigation delineates the services branding model by indicating how one association has made, broadened, and ensured an amazing brand through a steady promise to the prosperity of its consumers. Thus, other healthcare providers can get the benefit of this branding lesson installed in the Mayo Clinic story.

Media Strategy and Execution of the Marketing Communication Used by Health Provider Mayo Clinic

Mayo Clinic has succeeded in reaching a great position as the most top Health Information Website in 2015. This has come up along with the fact that Mayo Clinic has massive followers on both Facebook and Twitter. In addition to this, this amazing healthcare provider also has been publishing its YouTube content, a huge number of blog posts, and also podcasts. Thus, it is fair to say that it would be really difficult to not admitting the huge success achieved by Mayo Clinic. In fact there are amazing numbers to represent the success media achievement performed by Mayo Clinic such as (Elrod, 2018):

Hence, the Mayo clinic has completely formed its unique social media presentation in the world of healthcare services. In addition to the absolute volume along with the quality of patient education content performed by this healthcare service provider, mayo Clinic has been dominating the world of social media with the main reason: The main goal of Mayo Clinic has always been to empower and make the patients realize the importance of taking a full control of their own health. Furthermore, Mayo Clinic has also recognized that social media has been playing a significant role in healthcare nowadays. In fact, this healthcare provider also has stated that social media has acquired a transformative effect on society as a whole, in which there is no exception for the healthcare service as well. By using social media platforms such as Twitter, Facebook, Instagram, YouTube, and some other social media platforms, all of the patients would able to share their real experience, as well as looking for some support and answers for their queries.  These various platforms of social media as well support to tackle down the barriers of distance and time to connect between the patients and caregivers, despite the fact that they have quite rare circumstances that might unable to be shared by any single person in their direct geographical region.

The execution of a social media marketing strategy was established by Mayo Clinic in 2018 by launching the Mayo Clinic Social Media Network or MCSMN. Farris K. Timimi, MD, as the  has clearly mentioned the purpose of this MCSMN creation is “…to help bring the social media revolution to health care. Our first goal was to ensure that Mayo Clinic staff and stakeholders had the guidelines, training, and resources to apply social media tools in support of clinical practice, education, and research. We also saw an opportunity to share globally what we were developing with colleagues, as well as learn alongside them as we navigated issues and concerns with these new technologies” (Elrod, 2018).

Furthermore, Farris K. Timimi, MD has also stated that the healthcare services experts, in any event, need to comprehend the significance of their online notoriety, and the job internet-based life imminence can play in forming what individuals find when they search on Google for your name. All Doctors should guarantee and finish their profiles on Doximity, and ought to, likewise, think about presenting themselves on Twitter, YouTube, LinkedIn, and any other platform of social communities that can influence the search results as well. Further than this, they also ought to investigate how they can utilize these social media tools to achieve their daily work. These are, indeed, incredible assets to be used for communication that empower us to have a lot greater effect than we generally would. All at once, if these digital devices will be utilized inaccurately, then it would be a great chance to accomplish more harm than simple communications. Be that as it may, similarly with different devices, along with appropriate guiding principles and training, these will really result in huge good. Twitter and LinkedIn are presumably the greatest significant participatory platforms that suitable to be used by doctors. Utilizing Twitter hashtags associated with sicknesses or science gatherings would empower all the doctors to take part in specialty discussions that really interest them, feature their ability, and study more around the patients' real-life experience as well. LinkedIn gives a social media platform to longer-frame of both writing and also sharing in an all the more expertly arranged environment setting. For this reason, presence on both of these social media platforms can firmly impact  for the doctor's name, dragging along a portion of the problematic rating and sites’ review on the page (Elrod, 2018).

How campaign has an appropriate balance between creativity and delivering an effective sales message

The Ad campaign established by Mayo Clinic has delivered an excellent reputation of this healthcare service provider to the world. In fact, many healthcare service providers have been seeking to follow the secrets of their marketing success. For this, we need to acknowledge how the ad campaign introduced by Mayo Clinic has led the way for this company as the truly world-class’ healthcare provider. Here are the reasons:

1.      Completely Implementing Digital

In contrast to most other healthcare frameworks, the Mayo Clinic hopped into advanced digital marketing before them. In fact, Mayo Clinic has enrolled its domain name right in 1997, and the company has been consistently growing its online presence from that point onward. A great deal of this center originates from essentially perceiving how technology has changed the manner in which we assemble data and make healthcare decisions. The strategy performed by Mayo Clinic is so fruitful on the grounds that it utilizes its broad library of online substance to make these early associations. At the point when a potential patient doing research types something into Google and discovers one of their primary care doctors endorsed articles, the Mayo Clinic promptly builds up itself as a brand to trust. Mayo Clinic as of now dedicates around  of its promoting spending plan on computerized without any indications of backing off (Bloomcreative.com, 2019). They've concentrated on making helpful substance accessible (both when and where individuals are searching for it), and each bit of substance they make is another benefit in their online portfolio.

2.      Its Social Media Approach with “Follower First”

As mentioned previously, up till now, there are more than  million followers on Twitter and also more than  Facebook followers. Mayo Clinic has achieved this by concentrating on engaging the life of followers on social media to turn out to be better sponsors for their own health. Rather than simply advancing themselves as numerous healthcare service providers frameworks do, Mayo Clinic has its followers become the overwhelming focus. They utilize social media to respond to the entire questions, share understanding patients’ stories, and bring issues to light for better health. Mayo Clinic has done this as a discussion, instead of a broadcast. In the mid-year of 2015, the Mayo Clinic propelled the #StrongArmSelfie campaign. A large number of individuals took their own pictures bending their biceps and then presented them via the social media along with giving the hashtag, all these were meant to spread out the awareness about the importance of  (Bloomcreative.com, 2019).

Source: https://www.bloomcreative.com/5-key-things-that-make-mayo-clinic-a-marketing-machine/

Thus, the ad campaign established by Mayo Clinic, indeed, has an appropriate balance between creativity and delivering an effective sales message to all of its consumers. To complete the success of its ad campaign, Mayo Clinic recently has also developed some mobile applications designed for the patients. the reason is due to this healthcare service provider realizes properly that the smartphones have turned out to take greater part in humans life, and therefore, Mayo Clinic has decided to use this new strategy for its marketing communication channel. Hence, Mayo Clinic will definitely maintain its reputation with its incredible marketing communication strategy.

References of the Marketing Communication Used by Health Provider Mayo Clinic