Page 403 - Marketing Management

380 PART 5 SHAPING THE MARKET OFFERINGS

Questions Sources: Robert Reiss, “How Ritz-Carlton Stays at Top,” Forbes, October 30, 2009; Carmine Gallo,
“Employee Motivation the Ritz-Carlton Way,” BusinessWeek, February 29, 2008; Carmine Gallo,
1. How does The Ritz-Carlton match up to competitive “How Ritz-Carlton Maintains Its Mystique,” BusinessWeek, February 13, 2007; Jennifer Robison,
hotels? What are the key differences? “How The Ritz-Carlton Manages the Mystique,” Gallup Management Journal, December 11, 2008;
The Ritz Carlton, www.RitzCarlton.com.
2. Discuss the importance of the “wow stories” in cus-
tomer service for a luxury hotel like The Ritz-Carlton.

Marketing Excellence and with a warm smile. The buildings have been designed
so that, in the words of the architect of one, “patients feel
a little better before they see their doctors.” The 21-story
>>Mayo Clinic Gonda Building in Rochester has spectacular wide-open
spaces with the capability of adding 10 more floors. Fine
art hangs on the walls, and doctor’s offices are designed
to feel cozy and comforting rather than sterile and
impersonal.
The lobby of the Mayo Clinic hospital in Scottsdale
has an indoor waterfall and a wall of windows overlooking
mountains. In pediatric exam rooms, resuscitation equip-
ment is hidden behind a large cheery picture. Hospital
rooms feature microwave ovens and chairs that really do
convert to beds because, as one staff member explained,
“People don’t come to the hospital alone.” The newest
emergency medical helicopter was customized to incor-
porate high-tech medical equipment and is one of the
most advanced aircraft in the world.
The other significant difference in serving patients is
Mayo Clinic is the first and largest integrated not-for-profit Mayo Clinic’s concept of teamwork. A patient can come
medical group practice in the world. William and Charles to Mayo Clinic with or without a physician’s referral. At
Mayo founded the clinic over 100 years ago as a small that time, the patient’s team is assembled, which can in-
outpatient facility and pioneered the concept of a medical clude the primary physician, surgeons, radiation oncolo-
group practice—a model that is widely used today. gists, radiologists, nurses, residents, or other specialists
Mayo Clinic provides exceptional medical care and with the appropriate skill, experience, and knowledge.
leads the nation in many specialties such as cancer, heart Teams of medical professionals work together to di-
disease, respiratory disorders, and urology. It consistently agnose patients’ medical problems, including debating
ranks at the top of U.S. News & World Report’s Best test results for hours to determine the most accurate di-
Hospitals list and enjoys 85 percent brand recognition agnosis and best treatments. Once a team consensus
among U.S. adults. It has reached this level of success by has been reached, the leader meets with the patient and
taking a different approach from most clinics and hospi- discusses his or her options. Throughout the process, pa-
tals and putting a relentless focus on the patient’s experi- tients are encouraged to take part in the discussion. If
ence. The clinic’s two interrelated core values trace back surgery is necessary, the procedure is often scheduled to
to its founders and are at the heart of all the organization take place within 24 hours, a dramatic difference from the
does: placing the patient’s interests above all others and long wait patients experience at many hospitals. Mayo
practicing teamwork. Clinic’s doctors understand that those who seek their
Every aspect of the patient’s experience is considered care want action as soon as possible.
at Mayo Clinic’s three campuses in Rochester (MN), Mayo’s doctors are put on salary instead of being
Scottsdale (AZ), and Jacksonville (FL). The moment a pa- paid by the number of patients seen or tests ordered. As
tient walks into one of Mayo Clinic’s facilities, he or she a result, patients receive more individualized attention and
feels the difference. New patients are welcomed by pro- care, and physicians work together instead of against
fessional greeters who walk them through the administra- each other. As one pediatrician at Mayo explained, “We’re
tive processes. Returning patients are greeted by name very comfortable with calling colleagues for what I call