The Mayo Clinic is arguably the most successful medical organization in the world. How do they do it? What is their model, why is it successful, and is it possible to apply key features of their model to the delivery of marketing services?
The Mayo Clinic has a formal and proven 135-year old Model of Care. At its core, it is completely patient-centric and integrated. In spite of the ever-increasing number of medical specialties, the Mayo model demands collaboration to benefit the patient’s well-being. To avoid physician self-interest, turf issues and financial conflict, all doctors are required to work in patient teams and all are on salary.
Much like the medical profession, the marketing world has seen a proliferation of specialists. But unlike the Mayo Model and its integrated, collaborative approach, many corporations have moved to a fragmented agency model. How many companies work with a large number of speciality agencies like advertising, digital, PR, product design, packaging, in-store, media buying, social, direct, loyalty, brand strategy, research, and others?
It raises the question, who is looking out for the health of the “marketing” patient? Who is responsible for the overall brand strategy? Are all of these fragmented service providers serving in the best interest of the brand and working to achieve the company goals? Or, are they trying to get a larger piece of the fee pie?