CASE 3-1 International Marketing Research at the Mayo Clini

Submitted To: DR. Haroon Rasheed

Submitted By: Saad Shahzad (12046005-005)
Assignment: 6
Date of Submission: 16/04/2016
Section: A
Semster: Spring 2016

CASE 3-1 International Marketing Research at the Mayo Clinic

QUESTION
Assume you are the new marketing vice president at the Mayo Clinic. The CEO and the board
have decided to expand their international sales revenues by 100 percent over the next five years.
Write a memo to your staff outlining the marketing research that will be needed to support such a
strategy. Be specific about sources of secondary data and the best places and media for gathering
primary data. Also, be specific about the best methods to use.
ANSWER
Step 1: Definition of the problem
Existing customers:
Determine current satisfaction level of patients and factors that cause satisfaction or
dissatisfaction
Perception of doctors, medical technology, nursing care, physical facilities, management
and ethics
Perception of Mayo Clinic
New potential markets:
Perception of health insurance, medical care (public and private) in different markets
Perception of doctors, medical technology, nursing care, physical facilities, management
and ethics
Satisfaction or dissatisfaction of medical care services
Local competitors as well as local pricing of medical care services
Step 2: Development of the approach to the problem
Quantitative and qualitative research based on data about potential market. Each potential market
should be evaluated separately and in the end compared within group so that the most profitable
markets could be chosen. Moreover, another market research should be organized for local
market which will be focused on increasing satisfaction of existing customer as well as definition
of new potential target groups.
Step 3: Formulating a research design
Gather the relevant data from secondary or primary sources, or both. Mayos International
Marketing Department should analyze available secondary information as a useful first step.
Information required ranges from the general statistical data to understand target markets
preferences in the healthcare industry to specific market information about media and other
efficient means of delivering information to the target market for decisions about promotion. To
find out which countries value the US health care highly and where Mayo Clinic services may
have a competitive advantage over local ones we should conduct a multicultural research. It
involves countries with different languages, economies, social structures, behavior, and attitude

patterns towards taking care of their health. There are many studies conducted and statistical
documents available online for the secondary dada research. These data are more widely
available because they are commonly reported by the United Nations and other international
agencies. Once approximations for health trends and preferences are established, Mayo will have
more understanding of what additional primary research is needed.
Step 4: Doing fieldwork and collecting data
In order to ensure the best quality, two methods of market research are recommended to be used:
quantitative and qualitative. Primary research will be conducted by focusing on one country at a
time and using native speaking research agents. Outside vendors who know the culture and the
language will be necessary due to cultural differences that may lead to unwillingness or inability
to participate, collect, or interpret responses if surveys are conducted by US marketers. The
main goal is to gather as much cultural and historical information about our target market. While
conducting a survey the target market has to be a random sample in a specific sample frame. This
way every population member will have an equal chance to be surveyed. This is a key of having
a true random sample and avoiding bias. It is also recommended to conduct research about the
local health providers and availability of resources to treat the common and rare diseases found
in such countries. Qualitative data will be collected to find out preferences and criteria people
look for in a good health provider in their home country and whether they are satisfied or not.
The primary research will be gathered by means of mail and email surveys, focus groups,
personal phone and face-to-face interviews, as well as direct observation of people in clinics and
insurance offices. The methods will vary according to customs and cultural differences among
countries.
Step 5: Preparing and analyzing data
After conducting and processing research, Mayo Clinic researchers should analyzed gathered
data. Analysis of the quantitative data should deliver insight into obtain specific responses
regarding aspects of the respondents behavior, intentions, attitudes, motives and demographic
characteristics. Quantitative research provides the marketer with responses that can be presented
with precise estimations. Qualitative research with open-ended or in-depth, and unstructured
responses reflects peoples thoughts and feelings on the subject. The purpose of the research is
to formulate and define problem or situation more clearly and to determine relevant questions to
be examined in subsequent research. It is also used to stimulate ad message ideas and where
interest centers on gaining an understanding of a market.
Step 6: Preparing and presenting the report
Based on the results of analyzed data, the final report documenting the market research should be
prepared. The report should include description of the research methodology, data gathering
process overview as well as the results and conclusions. Once all the research is collected,
processed, and conclusions are drawn; the Mayo Clinic marketing department can decide on the
best strategy to build awareness and, potentially, increase its international sales revenues.