Creating an excellent healthcare brand: Mei York Linic

How do you create a medical company known for being “excellent” in some important dimensions? In fact, there are few worth and more important practice brands that are more valuable in promoting patients' decisions than doctor brands.

Some exceptions include brands such as the MD Anderson Cancer Center, the Barrow Neurology Research Institute, and Mei York Linic. Each brand has achieved ownership for a clear attribute for patients. MD Anderson stands for cancer treatment. Barrow Neurological Institute has found a new treatment for the most difficult neurological diseases. The Mei York Linic solves that the interdisciplinary doctor's team is allocated to diagnose and provide excellent patient care. This is a rare process in health care.

I am a prominent professor at Texas A & M Maze Business Schools, a prominent professor at the Texas A & M Mize Business School, to understand how good practices become a healthcare brand and to convey the superiority in some important aspects. I contacted Dr. Leonardberry, a professor of senior fellow, institute, and institute marketing. Improvement of health care.

Dr. Berry has been studying healthcare for nearly 25 years, such as spending time at Mayo Clinic and co -booked by Kent Seltman. The following is his insights, including quotes from books, and his insights about how Mayyoklinic has become a permanent world -class healthcare brand.

Mei York Linic brand

Excellent marketing does not start with an advertising campaign or message. However, many non -markets believe that messages are the driving force. For example, when the political party is on the wrong voter turnout, their reaction is to blame the “message” or “communication channel”, not the policy or ideology itself. Similarly, many companies, when sales are difficult, they look at ads as culprits and often cannot examine the core -proof (that is, value creation) created by products or services.

However, excellent brand construction begins with unique (compared to competitors) with relevant (consumer) (compared to competitors) in markets that allow brands to provide outstandingness. In other words, a good brand begins with a certain dimension of value in a certain dimension through products and/or services. Not fluff. Not a message. These elements are important, but the center of the excellent brand can create important and meaningful value for target consumers.

When asked for a Meiyo brand, Dr. Berry indicated that the Mayo linic was established by the Mayo brothers more than 150 years ago. William and Charles Mayo. They believed that a better patient's transformation has appeared from a team -based care pooled by a variety of professional clinicians. The Meiyo brothers did not believe they should know that one doctor knew that they were taking care of a complicated patient. The Meiyo brothers were also devoted learners and traveled consistently to observe and learn doctors and experts in other regions in the world. They have practiced, focusing on research, learning, and cooperation to diagnose and solve patient issues. This belief has driven the founders to establish a donation to support medical research and education at Mei York Linic to identify and provide excellent patient care.

Dr. Berry says, “It is said that the emphasis is on the emphasis on being the integrated health system. The fragmentation is common in healthcare, and different doctors treat the same patient by treating the same patient. On the contrary, Meiyo works like a medical expert. ” I mentioned it. The central and larger shields of the Mei York Linic logo indicate patient care. However, what is integrated into patient care is a complementary shield of medical research and medical education. “

Truly patient first brand

When talking to Dr. Berry about the Mei Yoklinic brand, there is a consistent emphasis on the patient. This is actually very novel. Almost every company claims to be consumers or patients, but in reality, the ability to provide consumer center has a great variation. Participate in the C -level conference to see how much time you have concentrated on cost reductions, financial reports, efficient operation operation, etc. As an example, I currently share a conversation with a former C -level leader sitting on many Fortune 500 boards. Individuals have expressed their experience at one board of directors, which had never appeared in the first board of directors. The members of the Board of Directors shared their observations with the chairman of the Board. The Board claimed that the company is deeply focused on creating consumer value. The members of the new Board were surprised because the Board of Directors did not produce the value of consumers, but to create the financial value of companies. At that moment, the chairman grasped consumer -centered concepts and changed even future discussions and managed human resources.

Being a “consumer -center” is often thrown without discipline or attention to develop strategies to create more unique and relevant value for consumers who strengthen brands and businesses. Is emphasized.

To consider the patient's central nature, consider the following quotes from Dr. William Mayo in 1895: My own experience is that the general public can easily allow treatment errors to one of the diagnosis, and completely believe that more than half of the failure of the diagnosis is due to urgent or illegal tests. I am. “(P. 16).

Dr. Berry today showed many “clues,” when asked how to experience the difference with Mayo and another healthcare provider.

Mayo focuses on accuracy as a central priority. To improve accuracy, Meiyo has implemented a “plus 1” system that allows all employees to make accurate diagnosis using peers, bosses, and other experts. This is not hidden from the patient, but is rather observed by the patient. “Patients witness and see the coordination between doctors. The patient is not used to seeing other places. They are seeing clinicians talking about patients in the corridor. Or, in a variety of specialized fields, a doctor can call another doctor and discuss the case in front of the patient. “Doctor's department store” will be reinforced. “Patients observe” relaxed care “. The feature of Mei York Linic is that they are not in a hurry over time with the patient. Patients experience and observe something you rarely see. A typical doctor's visit at other medical facilities today can last for 8 to 12 minutes, and patients feel anxious urgency. Excellent patient care cannot be felt like this. Patients encounter a rise in service experience. Mei Yo “pool” to address the needs of the patient and to work as a team to provide services. The story of the book reveals how the doctor is drawn into the patient's room by the staff members. This is not usually done in other practices, focusing on the hierarchy.

Macro view of various types of clues

In the book, berry references three types of clues, CARBONE AND HAECKEL (1994). These common signal categories exist throughout the Mei York Linic brand. The first type is a “mechanic clue” or an inanimate sensory element that includes the scenery, sound, smell, and facility design. Berry emphasizes how Mayo is working on design, architecture, and environment. The feeling that the patient first steps into the Mayo clinic can help the best person feel like being taken care of. It pays attention to the details, respects patients and their experience, and recognizes that patients may have to wait for reservations, but should wait in a comfortable environment. “

The second type clue is “functional clues”. This is the technical quality of the services provided and is essential for satisfying expectations. The Mei York Linic brands are the most challenging case solution through integrated care. In addition to the new steps, processes, systems, and approach development, more than 7000, designed to improve patient experience and results when the central function of enterprise wrote a book. It is designed to guarantee that you are writing a research project. 。 It is due to team -based observation, reviews, and consultation.

The third type is “human clues”. These are the way service providers appear from their appearance to action. These clues are important for exceeding expectations, and can provide the feeling of taking care of the patients. All the interactions that the patient have through the entire Mei -Enterprise helps to create a gestalto how the patient will take care of.

Final thoughts on building a great brand

The Mayo brothers had the unique value of “patient needs come first.” With this value, we have created a deep and persuasive position in the market -“the world's first unintegrated medical group practice”. As a result, it became one of the world's largest medical practice (page 4). Through cooperative and integrated care, it is fixed to the desire to diagnose the most strict conditions more accurately and solve it. By creating a process, systems, culture, research, training, and development ecosystems that support this unique position, people around the world have relyed on help to Meija Klinic. As the Mei York Linic has demonstrated, sustainable brands identify and provide exceptional value in a way that other organizations cannot.

Participate in discussion: @kimwhitler