Mayo Clinic is one of the world’s strongest and most well-known healthcare brands. (You don’t get featured in The Simpsons for nothin’.) This has in part been the result of their unwavering commitment to the patient. Talk to any Mayo Clinic patient or staff member and that’s what you hear: “the patient comes first.” As Mayo worked to extend its brand into regional clinics, however, they were finding that prospective patients already felt their healthcare providers put their needs first. So when would you go to Mayo vs. your current doctor or local hospital?
Mayo hired GreenRubino to create clear, compelling and succinct messages that would resonate with a broader audience, beyond those who were intimately familiar with the brand. Through 12 focus groups in three cities with patients and prospective patients, we learned that Mayo’s existing messages sounded like marketing speak and that they would need to find a new way of communicating in order to break through. These conversations also revealed, however, that Mayo was a clear choice for someone who hadn’t been able to find a diagnosis for their persistent, life-threatening illness. Mayo Clinic was where you went for answers.
“Answers” then served as the foundation for a complete message platform that positioned Mayo against regional centers of excellence, dispelled myths and misperceptions that could deter a prospective patient from visiting (e.g., whether or not they take insurance and whether you had to be a celebrity) and promoted Mayo’s unparalleled experience in ways that were both believable and compelling.