The Mayo Clinic started more than 140 years ago in Rochester, MN. Today, it is not only the leading health-care brand in the U.S., it has built an exceptional reputation internationally as evidenced by patients from all over the world who entrust their care to the Mayo medical community.
Numerous competitors have built staffs of arguably equally competent professionals but have been largely unable to challenge the perception, “If you want the very best in health care, go to the Mayo.” You might ask, “How do I know?” Here is my story.
No matter how confident a person may be, the diagnosis of cancer leaves one feeling incredibly vulnerable. The world is awash in opinions of what best to do from both professionals and those who love you. But, ultimately, in whom do you place your trust and your life? My cancer was discovered by a surgeon who generously advised that I get a second opinion as to the best course of action to take.
The second surgeon came highly recommended, and his institution was well respected. His approach, while not entirely impersonal, was what might best be described as “efficient.” I experienced no real empathy toward me in terms of my fear and uncertainty. However, I am smart enough to be willing to forgo warm, fuzzy feelings if he or she is the most qualified for the job.
As I pondered my decision, I encountered a passionate advocate for the Mayo Clinic in one of my neighbors. Not known for diplomacy, he declared that if I did not check out the Mayo, I was out of my mind. Within two days, I was at the Mayo getting ready to be seen by a physician who I was told was one of the most respected ear, nose, and throat surgeons in the world.
Model of Consistency
Let’s pause here for a quick brand lesson. When brands are strong in our minds, it is because they not only provide us with value, but they reflect our values. Price, packaging, promotion, place, and the people who represent the brand all make up the equation upon which we base our decisions.
Because of my medical coverage, a decision for the Mayo was going to mean considerable extra expense (it was out of network.) As my health was on the line, however, there were other considerations upon which I put a very high value.
I wanted to not only believe but also feel I was in the best hands. Did this doctor care about me, David McNally, the person, the individual still in a state of disbelief that this was all happening to him? Would this doctor go beyond the diagnosis and be reassuring, build my confidence, and, ideally, give me hope that I could come through this successfully?
The answer to all these questions was a resounding “Yes!” While the other surgeons and their institutions were undoubtedly competent and while it would have been far less expensive to have chosen either one of them, it was the behavior of this surgeon and his team that left me convinced their competence would be matched by their caring.
Since my surgery just over four years ago, I have returned to the Mayo for check-ups several times. I have not been disappointed. They embody one of the key characteristics of strong brands: consistency. Now, are they perfect? No! Like most medical institutions, you often can wait far beyond your scheduled appointment. But when your brand is strong, you can call upon what is called “brand equity.” The customer will be forgiving because their experience of value is so consistently high.
Deliver Something Special
Every organization advertises something special. Successful organizations deliver something special. Long before the word, “brand,” had any cachet, the founders of the Mayo knew its reputation would be built by its patients. The patient, therefore, became its central focus. The patient experience was the common purpose to which leadership, physicians, clinical operations, scientists, and support staff were aligned.
If you can create that level of alignment in your organization, then you are well on your way to building an impeccable reputation—an iconic brand—just like the Mayo.
For a complimentary copy of my booklet, “My Sacred Journey Through Cancer,” send an e-mail to info@transformcorp.com.
David McNally, CPAE, is the CEO (Chief Encouragement Officer) of TransForm Corporation (http://www.transformcorp.com). Elected to the Speakers Hall of Fame by the National Speakers Association (NSA), McNally is the author of the bestselling books, “Even Eagles Need a Push—Learning to Soar in a Changing World,” “The Eagle’s Secret—Success Strategies for Thriving at Work and in Life,” and “The Push—Unleashing the Power of Encouragement.” His co-authored book, “Be Your OWN Brand,” is used by many business schools to address the importance of building a strong personal brand. McNally’s books have been translated into 12 different languages and developed into corporate training programs that have been released in more than 20 countries. TransForm works with organizations to develop purposeful leaders who build inspired organizations and iconic brands. Clients include Ameriprise, Areva, Conway, Delta Airlines, Pulte Homes, and Thrivent. For more information, visit www.davidmcnally.com or e-mail info@transformcorp.com.
