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Related Experiment Videos

Clueing in customers.

Leonard L Berry1, Neeli Bendapudi

  • 1Texas A&M University, College Station, USA.

Harvard Business Review
|February 13, 2003
PubMed
Summary
This summary is machine-generated.

Companies can build strong brands by managing tangible and intangible evidence to consistently communicate their core message. The Mayo Clinic excels by demonstrating its "patients first" value through people, collaboration, and facilities.

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Area of Science:

  • Marketing
  • Healthcare Management
  • Organizational Behavior

Background:

  • Customers often evaluate complex services by scrutinizing observable evidence.
  • The Mayo Clinic is recognized for its strong brand in healthcare, built on a patient-centric approach.

Purpose of the Study:

  • To investigate evidence management strategies at the Mayo Clinic.
  • To identify best practices in communicating organizational values through tangible and intangible cues.

Main Methods:

  • A five-month observational and interview-based study at the Mayo Clinic.
  • Interviews with over 1,000 patients and employees.
  • Observation of patient care processes and facility design.

Main Results:

Related Experiment Videos

  • The Mayo Clinic systematically manages evidence related to people, collaboration, and tangibles to convey a consistent "patients first" message.
  • Hiring, training, incentive systems, and facility design are aligned with core values.
  • This evidence management approach contributes to a powerful brand in healthcare.

Conclusions:

  • Effective evidence management is crucial for building strong brands, especially for intangible or complex offerings.
  • Organizations should align all customer-facing elements (people, processes, facilities) to consistently communicate their intended message.
  • The Mayo Clinic's approach offers a transferable model for evidence-based branding.