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DESIGNING AND MANAGING SERVICES | CHAPTER 13 381

‘curbside consulting.’ I don’t have to make a decision Questions
about splitting a fee or owing someone something. It’s
1. Explain why Mayo Clinic is so good at customer serv-
never a case of quid pro quo.”
ice. Why has it been so successful practicing medicine
Mayo Clinic is a not-for-profit, so all its operating in-
differently from other hospitals?
come is invested back into the clinic’s research and
education programs. Breakthrough research is quickly im- 2. Do conflicts of interest exist between wanting to
plemented into the quality care of the patients. Mayo Clinic make your patient happy and providing the best med-
offers educational programs through its five schools, and ical care possible? Why or why not?
many of its physicians come up through these programs
Sources: Avery Comarow, “America’s Best Hospitals,” U.S. News & World Report, July 15, 2009;
with Mayo’s philosophies engrained in their heads, includ-
Chen May Yee, “Mayo Clinic Reports 2007 Revenue Grew 10%,” Star Tribune, March 17, 2008;
ing Mayo’s motto: “The best interest of the patient is the Leonard L. Berry and Kent D. Seltman, Management Lessons from Mayo Clinic (New York:
only interest to be considered.” McGraw-Hill, 2008); Leonard L. Berry, “Leadership Lessons from Mayo Clinic,” Organizational
Dynamics 33 (August 2004), pp. 228–42; Leonard L. Berry and Neeli Bendapudi, “Clueing in
President Obama often cites Mayo Clinic as a key ex-
Customers,” Harvard Business Review, February 2003, pp. 100–106; John La Forgia, Kent
ample in health care reform. Mayo Clinic has been recog- Seltman, and Scott Swanson, “Mayo Clinic: Sustaining a Legacy Brand and Leveraging Its
nized by third parties for decades for its independent Equity in the 21st-Century Market,” Presentation at the Marketing Science Institute’s
Conference on Brand Orchestration, Orlando, FL, December 4–5, 2003; Paul Roberts,
thinking, outstanding service and performance, and core
“The Agenda—Total Teamwork,” Fast Company, March 31, 1999.
focus on patient care and satisfaction.