C-Suite Marketing; Convincing Hospital leaders to keep their labs + ‘hold the Mayo’.
Mayo Clinic’s for-profit B2B lab business, Mayo Clinic Laboratories offers the world’s most ideal reference lab partnership to hospitals and healthcare systems’ internal labs – and drives a majority of the health system’s profits. Yet despite its immense reputation and success, health systems don’t always fully grasp Mayo Clinic Laboratory’s value compared to competitors or their own capabilities. To make matters worse, hospitals often struggle to quanitfy the value of their own internal lab capabilities, and are increasingly outsourcing the management of their labs to third-party companies and Mayo competitors; much as they do for materials management, cafeteria management and other specialties within the hospital.
Mayo sought to turn the tide by not just showing their value, but by first showing the value of labs business within hospital systems. Our charge was to get them to see the their own lab’s value, and subsequently ‘hold the Mayo’ as their lab’s primary reference partner.
In its first-ever coordinated thought leadership, demand gen, and content marketing program, Mayo hired SCHERMER to amplify their Labs value proposition to hospital C-suite decision-makers, and solidify their position as the only reference lab in the world that collaborates with hospitals to improve patient outcomes and improve in-house lab services for long-term business success. And May-oh-my, did it work.
THREE-MONTH CAMPAIGN RESULTS
Marketing Qualified Leads
Estimated New Deals from Campaign
Return on ad spend within the first month of campaign completion