International Marketing

1398 Words6 Pages
Case Study Mid Term:
International Marketing Research at the Mayo Clinic
Minashki Sinanan


The Mayo Clinic is a well-known health care provider that treats international and domestic, upper class society. An example of their consumer base is the President of the Republic of Equatorial Guinea, Teodoro Obiang Nguema Mbasogo, who was seen at the Rochester clinic in New York. Founded almost a Century ago by the “Mayo” family, these world renowned physicians travelled the world comparing notes and surgical approaches as well as adopting international patients, creating an international legacy. For years this clinic has used word-of-mouth as their main marketing tool to maintain its global standing. Only within the last 20
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We will go about this in a variety of steps. The first step is to analyze the secondary data we already have available, as information is the key to successful development for international marketing. This information required statistical data to help comprehend the targeted market’s inclinations in the healthcare industry and also market information about the media and other ways of getting information delivered to the market for promotional decisions. However we must determine where and who our target market should be. With our level and cost of the clinic it would be safe to conclude a high-income upper social class target population and of course concentrating on the health conscious population, even if this can surpass the income level. Gathering information from every main country in the world would be amazing, however this is clearly unreal. Research and marketing is highly expensive, thus we must determine countries that we need to concentrate and examine the most, even though we still cater to patients from any part of the world. Our department must research and find the countries with the highest percentage of people willing, and of course, capable of travelling for international medical care. Concentration should stay mainly on Latin America, Canada, Middle East, Europe and Asia, which includes mainly China and Japan. There will be detailed secondary data needed.
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