7 reasons patients choose Mayo Clinic: a case in ePatient branding

 

The power of word-of-mouth marketing is getting stronger than ever.

Watch this video explaining the top reasons patients choose Mayo Clinic.

And you'll appreciate it even more when you hear that the total cost of Mayo Clinic e-marketing was $0.  It's been about three years since Mayo created its "social media pyramid (ie, right number of servings per day).

Consider the impact for the brand then and how it's getting results now -- and for the future.

4 traits of the "empowered" patient

HealthCentral partnered with Professor James Burroughs of the University of Virginia, who specializes in marketing and consumer psychology and behavior. Together, they designed a survey to identify traits and habits of a person who feels empowered to take a lead role in managing his or her health care.

Making treatment choices and selecting health care providers are high stakes decisions for people living with chronic conditions.  So, they were asked about:

• Relationships with doctors
• Treatment history
• Social habits 
• Need for cognition
• Self-confidence
• Media preferences

The survey found that people who take a direct role in managing their treatment plan have 4 traits that other more traditional patients lack:

1. Need for cognition drives the empowered patient
2. Education, income, source of health insurance had no effect
3. Empowered patients are leading the way online
4. This group is the most demanding but the most loyal

Click here to read more detailed findings and commentary.