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Mayo Clinic
How do we “know” the Mayo Clinic is the best health care facility in the world? True or not, that’s a common default: the “Mayo” name evokes strong associations of confidence and well-being. It has a great brand thanks to substantive communication. A core component of the Mayo mission is educating the community beyond its walls, providing what it calls a “sharing of trusted answers.”
To advance its mission, the Mayo Clinic has created a wide range of high-quality, pedagogically effective, and strongly integrated knowledge products. Its web site give the public access to the experience and knowledge of 2,000 Mayo physicians and scientists; it publishes a wide range of scholarly and popular books, and publishes newsletters; its “Ask a Mayo Doctor” magazine column used to run monthly in Fortune magazine. Do they do this out of altruism? Hardly! These knowledge products ensure people believe in the Mayo’s mission, and in its capacity to deliver on that mission.
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