Brand Aid

The inside story of Mayo Clinic&;s revolutionary, decades-long marketing and branding evolution from a revered mid-western clinic to a globally renowned provider of health care treatment and information&;as told by one of the key leaders. 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. &;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