Brand Aid: The Revolutionary Transformation of the Mayo Clinic Brand

Brand Aid: The Revolutionary Transformation of the Mayo Clinic Brand

by John La Forgia


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The inside story of Mayo Clinic’s revolutionary, decades-long marketing and branding evolution from a revered mid-western clinic to a globally renowned provider of health care treatment and information—as told by one of the key leaders.

Beginning in 1980, Mayo Clinic was transformed from a single clinic in Minnesota to a global brand with a revolutionary digital and social media presence. Brand Aid is the story of how this remarkable evolution occurred. Written in a personal and engaging style, Brand Aid is deep in concepts but a pleasure to read. Unlike other “how-to” books, John La Forgia’s Brand Aid presents personal stories and real-life examples that bring his concepts to life in a vivid and relatable way. Simultaneously a memoir about La Forgia’s career at Mayo Clinic, a how-to manual for practitioners and leaders in the field, and a higher-level excursion into some of the burning issues of American health care today, this is a uniquely compelling and illuminating read.

“La Forgia blends his personal experiences running marketing at the Mayo Clinic with the many lessons and rules he learned along the way. It is an absolute must-read for anyone seriously interested in health care marketing or, more broadly, the marketing of professional services.” —Kevin Keller, PhD, Author of Marketing Management and Strategic Brand Management

Product Details

ISBN-13: 9781642932478
Publisher: Post Hill Press
Publication date: 08/20/2019
Pages: 288
Sales rank: 1,248,324
Product dimensions: 5.90(w) x 8.90(h) x 0.80(d)

About the Author

In his thirty-eight-year career, John La Forgia has been an integral part of the transformative changes in marketing, branding, and communications that have shaped the health care industry. He spent twenty-two of those years at Mayo Clinic, and twelve as Chief Marketing Officer.

Table of Contents

Foreword 9

Introduction 13

Chapter 1 The Problem with Health-Care Marketing 17

Chapter 2 Marketing Health Care Strategically 43

Chapter 3 Mayo Clinic Evolves 83

Chapter 4 Mayo Clinic as a Brand 107

Chapter 5 Managing the Mayo Clinic Brand 150

Chapter 6 The Medium Is the Message Is the Brand 173

Chapter 7 In Search of Synergy 213

Chapter 8 Healing a Broken Department 245

Chapter 9 In Conclusion 275

Acknowledgments 283

About the Author 287

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