Brand Aid: The Revolutionary Transformation
of the Mayo Clinic Brand

Categories: Brand Management, Marketing   Language: English
Publication Place: USA   Publication Date: Aug 2019   Page： 288 pages
Rights Available: World Rights except Chinese Simplified Rights

【Feature】
★An extraordinary account of Mayo Clinic's revolutionary, decades-long marketing and branding evolution into a globally renowned provider of health care treatment and information!
★The inside story told by one of the key leaders, Mayo Clinic's Chief Marketing Officer John La Forgia!
★Recommended by Kevin Keller, the Professor of Marketing and the co-author of the notable classic on brand management 'Strategic Brand Management'.
★Sold for Chinese Simplified Rights.

【Review】
La Forgia blends his personal experiences running marketing at the Mayo Clinic with the many lessons and rules he learned along the way. It is an absolute must-read for anyone seriously interested in health care marketing or, more broadly, the marketing of professional services " -- Kevin Keller, PhD, Author of Marketing Management and Strategic Brand Management

【Description】
Beginning in 1980, Mayo Clinic was transformed from a single clinic in Minnesota to a global brand with a revolutionary digital and social media presence. Brand Aid is the story of how this remarkable evolution occurred. Written in a personal and engaging style, Brand Aid is deep in concepts but a pleasure to read. Unlike other "how-to" books, John La Forgia's Brand Aid presents personal stories and real-life examples that bring his concepts to life in a vivid and relatable way. Simultaneously a memoir about La Forgia's career at Mayo Clinic, a how-to manual for practitioners and leaders in the field, and a higher-level excursion into some of the burning issues of American health care today, this is a uniquely compelling and illuminating read.  Read More

【Author】

John La Forgia

In his thirty-eight-year career, John La Forgia has been an integral part of the transformative changes in marketing, branding, and communications that have shaped the health care industry. He spent twenty-two of those years at Mayo Clinic, and twelve as Chief Marketing Officer.