mayo clinic

2975 words 12 pages
CASE 31 International Marketing Research at the Mayo Clinic

The Mayo Clinic, known for treating international leaders, recently saw the president of a central Africa country in its halls.
Teodoro Obiang Nguema Mbasogo, the president of the Republic of Equatorial Guinea, was in Rochester, New York, for a checkup, clinic officials confirmed. Security officers and limousines—not an uncommon sight in Rochester—signaled his visit.
Nguema Mbasogo assumed the leadership of his country with a coup that overthrew his uncle. His country recently began working with the U.S. Agency for International Development, under the leadership of a dean of the University of
Minnesota’s Hubert H. Humphrey Institute of Public Affairs, to improve
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It works hard to understand how healthcare decisions are made so it can better assist decision makers, physicians, and their staff in providing care. The Clinic positions itself to offer counsel on where to best expend valuable institutional resources, both human and financial. GLOBAL MARKET RESEARCH
The marketing department conducts periodic and ongoing patient satisfaction studies with international patients, measuring their assessment of various aspects of the care provided. To date, the

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Cases 3 Assessing Global Market Opportunities
Mayo Clinic has surveyed nearly 1,500 patients in 20 countries, in four different languages. As any market researcher knows, sound patient satisfaction research requires great attention to detail to ensure reliable data. Not surprisingly, international data collection offers significant additional challenges. For example, according to the Mayo Clinic:
The quality of our own data. The name and address fields designed for clean U.S. addresses often are not sufficient to hold reliable international detail. If we want to do it right, we must manually “clean” thousands of patient records before fielding our studies.


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