...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...
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...CASE STUDIES NIKE MAYO CLINIC CASE STUDY: NIKE Q1. Nike would like to increase its share of the athletic shoe market. Define the management decision problem. Ans 1. The management decision problems are: What should Nike do to increase its share of the athletic shoe market? Q2. Define an appropriate marketing research problem corresponding to the management decision problem you have identified. Ans 2. Market Research Problems are: 1. Which market to focus more (soccer, golf or any other) 2. How to maintain its brand equity 3. How to change the perception among the consumer about its image of being a smaller innovative company. 4. What demographic, psychographic, and product usage characteristics differentiate Nike loyalists from consumers loyal to other brands Q3. Develop a graphical model explaining consumers’ selection of a brand of athletic shoes. Ans 3. 1. Deciding kind of athletic shoe. 2. Compare different brands for comfort, design and price. Choose the best brand according to above criteria. Q4. How can qualitative research be used to strengthen Nike’s image? Which qualitative research technique(s) should be used and why? Ans 4: Focus groups with consumers in the target market would be very helpful to identify the salient image characteristics and the general perceptions of Nike’s image. Depth interviews with top athletes would be useful to identify how athletes define performance in sport shoes and what emotions...
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...INTRODUCTION Mayo Clinic is well known for treating international leaders (e.g., the president of the Republic of Equatorial Guinea (Cateora, Gilly, and Graham 640)). Mayo clinic provided care to international patients for nearly a hundred years. It was founded one hundred years ago by a family of physicians named “Mayo.” The Mayo family created an international legacy. They traveled the world to compare notes and surgical approaches and returned with international patients. Mayo Clinic has used word-of-mouth marketing to maintain its global reputation. Its marketing department has existed for only the last fifteen years. Mayo Clinic’s locations are in three metropolitan areas: Rochester, Minnesota; Scottsdale/Phoenix, Arizona; and Jacksonville, Florida (Mayo Clinic’s Website). The strength of Mayo Clinic is that the clinic specializes in hard-to-treat diseases. They are known for innovative and effective treatments for diseases that had gone undiagnosed or under-treated. It is also known for being at the top of most accredited quality standard listings. The value vision of Mayo Clinic is that “the needs of the patient always come first.” Since the year 2000 Mayo Clinic is also known for achieving high quality at lower cost. Moreover, the Mayo Clinic is most famous for developing an integrated patient care practice. A patient will see from two to ten doctors in a single visit, potentially on the same day, reducing the cost of multiple visits and more importantly allowing doctors...
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...at the mayo clinic, The CEO and the board has decided to expand their international sales revenues by 100 percent over the next five years. Write a memo to your staff outlining the marketing research that will be needed to support such a strategy. Be specific about sources of secondary data and the best places and media for gathering primary data. Also, be specific about the best methods to use. TO: Marketing Research Department Staff From Marketing Vice President Date: Mar 30, 2014 Sub: Sales Revenue Increase plan Effectively immediately the CEO and the board of Mayo Clinic have decided to expand international sales revenues by 100% over the next five years. As a part of the marketing department you share a responsibility to ensure this occurrence. To start identify the five largest potential target markets for international health care; they can be individual countries or geographically and culturally similar areas. In each market identify the most effective ways to communicate the benefits Mayo Clinic has to offer, discuss this with area locals as well as doing your own research. You need to discover the best ways to gain trust from each market. Primary and secondary research are both necessary. Market strategies international already has expertise in healthcare industry research and should be used for outside primary research forus.to gather secondary research, use the Market strategies international library, international journal of market research, and international...
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...Middle East and Latin America • Sample was only from people purchased the insurance that offered Mayo Clinic coverage. It may not coincide with potential target market. So, results may not be accurate as sample population is quite limited. Solution!!! Secondary research ( do first to save cost) Objective Mayo Clinic needs to determine what countries should be concentrate on. Although, Mayo will welcome patients from any country in the world, research and marketing is quite expensive. Therefore the marketing department should research what countries have the most potential. Method • Economic and demographic: general data on growth and statistics in the healthcare industry, analysis of stability of economies, population trends, such as aging, immigration. • Cultural, sociological data: climate, common diseases, eating habits and leisure time These data are more widely available because they are commonly reported by the United Nations and other international agencies Primary research ( after we know where is our target group) Objectives marketing research needs to reflect the target market’s wants, preferences, and behavioral patterns and other data that will help to increase international market share. Method • direct observation and Interview people in clinics and insurance offices. using native speaking researcher. • Surveys via e-mail will extend previous research conducted by telephone interview activities. Get more sample, convenient and cheap. • Data can...
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...Marketing Research Department Staff | From: | Marketing Vice President | CC: | Head of Marketing Research Department | Date: | February 16, 2016 | Re: | Sales Revenues Increase Plan | | | Increase Plan for Sales Revenue The Board of Mayo Clinic and the CEO have both decided that over the next 5 years we will be expanding international sales revenue by 100% effectively immediately. Being a part of the marketing department makes it our responsibility to see that this goal is realized. First, we need to indentify the best ways to penetrate and stay in the different targeted markets. We would also need to identify the largest potential Market for the international healthcare; it should be five. It would be a good strategy to look at markets that are geographically and culturally similar. As effective communication is a key component in marketing, we would then move on to indentify the most effective ways to communicate the advantages of Mayo Clinic and what we have to offer. Should further assistance be needed, Market Strategies International has the expertise in healthcare industry research and this is a source you should use as a primary source for research. You should also look into SIS International Research, this company will analyze secondary data and will conduct primary research for us as well. In order to be able to gather all the secondary research you would need to utilize International Journal of Market Research, International Market Research Reports and...
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...Assume you are the new marketing vice president at the Mayo Clinic. The CEO and the board have decided to expand their international sales revenues by 100 percent over the next five years. Write a memo to your staff outlining the marketing research that will be needed to support such a strategy. Be specific about sources of secondary data and the best places and media for gathering primary data. Also, be specific about the best methods to use. At Mayo Clinic, in order to expand the international sales revenue by 100 percent there will need to be a lot of research. More specifically there will need to be a lot more research on our consumers or patients. There have already been past surveys conducted via telephone and focus groups, both containing roughly 400 or a little less participants. To conduct further research and reach the goal of 100 percent international sales revenue I propose we use social media and the internet. First, I believe that Mayo Clinic should use Facebook to not only advertise the clinic but to do surveys as well. As a company we could pay for ad or survey space on the website which is one of the most popular sites around the world. Next, I suggest we partner with an international web survey engine that is available in all countries such as surveyproject.org. Using them Mayo Clinic could create a survey that would be available on their company website, a third party website such as inboxdollar.com, and websites like Facebook and Twitter. Since the world...
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...INFERTILITY I. Introduction A. Thesis II. Infertility A. Causes B. Symptoms C. Treatment III. Causes A. Ovulation Disorders Article by Robin Weiss B. Quote from Weiss “Ovulation is the other cornerstone of your fertility. Just as you cannot get pregnant without a lining for the fertilized egg to burrow into, if there is no egg to fertilize pregnancy is not possible” C. Paraphrase from article. IV. Symptoms A. Symptoms of Infertility by The Staff at Mayo Clinic 1. Quote by the staff “The main symptom of infertility is the inability of a couple to get pregnant. An abnormal menstrual cycle that's too long (35 days or more) or too short (less than 21 days) can be a sign of female infertility. There may be no other outward signs or symptoms.” 2. Paraphrase from research. B. Article by The New York Times 1. Quote from article “The main symptom of infertility is the inability to become pregnant. Specific symptoms depend on what is causing the infertility.” 2. Paraphrase from article. V. Treatment A. Clomiphene citrate 1. What is Clomiphene citrate and how does it work? B. Human menopausal gonadotropin (Repronex, Menopur) 1. What is it? C. In vitro Fertilization VI. Conclusion I. Mery Gonzalez Coach Drinkwater English IV 1 Feb 2013 INFERTILITY Every woman dreams of having children as they reach their late 20’s early 30’s, and most women...
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...Case Study #1 CASE #6: ERIC Eric is an eight-year old only child who was brought to the clinic by his parents, who were very concerned about his behavior of defecating his pants at home and at school. When they first came to the clinic the parents were insistent on speaking with the clinician first, with Eric not in the room. Obviously embarrassed by her blushing, Eric’s mother confessed that over the past six months he has soiled his pants approximately once a week. In the past week, it has increased to once a day. She described him as a normal baby and was potty-trained by twenty-eight months. Until the past six months, no toileting accidents have taken place. A second grader earning all As, Eric has never been the most popular kid. He does have two good friends who have continued to play with him despite his “accidents.” Eric’s father is concerned if his behavior does not stop, the other children will tease him. With his parents insisted on not being in the room, Eric entered alone carrying a book. When questioned, Eric said he was very happy but never had time to read. His parents always wanted him to play outside, but two best friends also enjoyed reading and playing “pirates.” He described how he used reading to ignore the kids who teased him on the bus. Eric began to squirm when asked about the “accidents.” He stated he really didn’t mind except his parents were really upset and he didn’t want to lose his friends. He explained that when it did...
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...Research of Literature for Case Study #5 Primary Hyperparathyroidism Carrie Virgil Gillette College Case Study #5 Primary Hyperparathyroidism Introduction Hyperparathyroidism is an endocrine disorder involving the parathyroid glands. According to Timby and Smith (2010), Hyperparathyroidism occurs when the parathyroid gland dysfunctions. Primary hyperparathyroidism and secondary hyperparathyroidism are two disorders that occur when the parathyroid gland dysfunctions (Timby and Smith, 2010). This case study will focus on primary hyperparathyroidism. Timby and Smith (2010) report that primary hyperparathyroidism occurs when excess parathormone is secreted from an enlarged parathyroid gland. Mayo Clinic (2011) notes the excess hormone results in increased phosphorus released in the urine and an excessive loss of calcium from the bones. According to Mayo Clinic (2010), the excess calcium in the blood stream causes hypercalcemia, which can cause a variety of health problems. Timby and Smith (2010) confirm that hypercalcemia can depress the responsiveness of the peripheral nerves, which can result in fatigue and muscle weakness. Fuleihan and Silverberg (2012) report severe bone loss and kidney stones are major clinical manifestations of hyperparathyroidism. Primary hyperparathyroidism is diagnosed by an elevated PTH concentration or by a normal PTH concentration with an elevated serum calcium concentration (Fuleihan and Silverburg, 2012). Timby and Smith (2010) state a 24 hour urine...
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...English 4 27 February 2014 Invisible Illnesses That Never Show Do you know anything about the illnesses that you really can’t see? For instance, I live with an illness that no one can see and I will live with it for the rest of my life. Even though you may not be able to see the illness in someone that doesn’t mean that there is nothing wrong with them. It could be any type of illness such as a nervous system disorder or disease. People can’t always see or tell if it is there but it is and people just don’t know it. Children with dysautonomia need more help than what they get now. The invisible illnesses that go unnoticed in children and don’t get publicity are multiplying. Publicity comes with illnesses that are common and known such as cancer. The funding and awareness for illnesses that you can’t see such as dysautonomia, Shy-Drager syndrome, and more are lacking. The treatments for children are behind from where they could be. There are many children are diagnosed with these invisible illnesses such as dysautonomia and other nervous system disorders that you can’t see. Dysautonomia is a serious disease of the autonomic nervous system. The percentage of being an affected individual dysautonomia is a twenty-five percent chance. Also there is a fifty percent chance of being a carrier. (Shohat) There is information on dysautonomia that shows in some people for than others. The information that has been gathered on these disorders in children should be known to the world...
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...Concepts in community and public health Safaa Soueid Grand Canyon University: NRS-427V-0191 March 16,2014 Communicable disease is a disordered caused by bacteria, viruses, fungi or parasites. Many organisms live in our body, normally they are unable to cause harm, but under certain circumstances may cause diseases (Mayo Clinic, 2013). The mode of transmission may vary; some infectious diseases may be transmitted via contact from person to person, or caused by bites from insects or animals (Mayo Clinic, 2013). Signs and symptoms may vary but very often include fever and chills (Mayo Clinic, 2013). The communicable disease chosen for this paper is chickenpox or varicella. Varicella is an infection caused by a virus called varicella zoster virus or VZV (CDC, 2012). The mentioned infection also is well known by herpes zoster and dates to the ancient civilizations; it was reported in 1888 that a relation between herpes zoster and chickenpox was suggested (PubMed, 2000). In 1954, Thomas Weller isolated the VZV virus from the fluids contained in the vesicles of both chickenpox and herpes zoster lesions in cell culture (CDC, 2012). In the 1970 a varicella vaccine was developed in Japan (CDC, 2012). The vaccine was licensed to use in the United States of America in 1995, and the vaccine that helps reduce the risk of herpes zoster was licensed in 2006 (CDC, 2012). VZV is a DNA virus and one of the herpes virus group, VZV persists in the body after the first infection, that...
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...Approximately 17 million Americans have diabetes.(Lamb) As many as one-half are unaware they have it. This chronic disease causes serious health complications including renal failure, heart disease, stroke, and blindness. It is a condition in which the pancreas no longer produces enough insulin or cells stop responding to the insulin that is produced. Then glucose in the blood is not able to be absorbed into the cells of the body.(Kishore) The cells in the human body need energy in order to function. Glucose is the body's primary energy source. It is a simple sugar resulting from the digestion of foods containing carbohydrates. It circulates in the blood from the foods that are digested as a ready energy source for any cells that need it. Insulin is a hormone or chemical produced by cells in the pancreas, it is located behind the stomach. It bonds to a receptor site on the outside of cell and goes into the cell through which glucose can enter. Glucose can be saved for later use by converting to concentrated energy sources like glycogen or fatty acids. When there is not enough insulin produced , glucose stays in the blood rather entering the cells. The body will attempt to dilute the high level of glucose in the blood, which called hyperglycemia. Hyperglycemia acts by drawing water out of the cells and into the bloodstream, to dilute the sugar and excrete it in the urine. People with undiagnosed diabetes to be constantly thirsty, drink large quantities of water, and urinate...
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...Anatomy and Physiology 2, SCI 136 Research project # 40904000 Muscular Dystrophy Definition Muscular dystrophy (MD) refers to a group of more than 30 genetic diseases that cause progressive weakness and degeneration of skeletal muscles used during voluntary movement. The word dystrophy is derived from the Greek dys, which means "difficult" or "faulty," and troph, or "nourish." These disorders vary in age of onset, severity, and pattern of affected muscles. All forms of MD grow worse as muscles progressively degenerate and weaken. Many patients eventually lose the ability to walk (“National Institute,” 2011). Some types of MD also affect the heart, gastrointestinal system, endocrine glands, spine, eyes, brain, and other organs. Respiratory and cardiac diseases may occur, and some patients may develop a swallowing disorder. MD is not contagious and cannot be brought on by injury or activity (“National Institute,” 2011). Method(s) of diagnosis Muscular dystrophies are diagnosed through both the patient’s medical history and a complete family history to determine if the muscle disease is secondary to a disease affecting other tissues or organs or is an inherited condition. It is also important to rule out any muscle weakness resulting from prior surgery, exposure to toxins, current medications that may affect the patient's functional status, and any acquired muscle diseases. Thorough clinical and neurological exams can rule out disorders of the central and/or...
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...Psychiatric Disorders, Diseases, and Drugs Barb Parker PSY/240 April 7, 2012 Rebecca Gazda Psychiatric disorders and neuropsychological disorders were, in the past, thought to be caused by two different abnormalities (Pinel, 2009). Now there is enough evidence to qualify both disorders as disorders of dysfunctional brains (Pinel, 2009). There are a few differences in the causes; psychiatric disorders are more influenced by experience and are harder to diagnose (Pinel, 2009). This summary will briefly describe the different theories with the psychiatric disorders of schizophrenia, bipolar disorder, panic disorder, bulimia nervosa, and Tourette syndrome, as well as drug therapies used to treat them. Schizophrenia in itself has no clear definition because of its relationship with other brain disorders (Pinel, 2009). Because of the various symptoms produced by schizophrenia, such as delusions, hallucinations, inappropriate reactions to events, illogical thinking, and periods of catatonia, many professional refer to the disorder as schizophrenias (Pinel, 2009). There are several abstract thoughts behind the causes of schizophrenia including the developmental, genetic, and dopamine theories. The genetic theory suggests that people can be predisposed genetically to schizophrenias when certain environmental experiences interact, but it is not known how (“Schizophrenia: Current Theories”, 2011). The developmental hypothesis is based on complications occurring during...
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