The question for this case is to establish a set of guidelines for the marketing

Question

The question for this case is to  establish a set of guidelines for the marketing program to the "BOP."

CASE 3-1 International Marketing Research at the Mayo Clinic The Mayo Clinic, known for treating international leaders, In recent years, however, it has begun to study the international ccently saw the president of a central Africa country in its halls. paticnt population in particular and the intcrnational markctplacc Teodoro Obiang Nguema Mbasogo, the president of the Republic in general. These studies fall into a few categories and grow in of Equatorial Guinea, was in Rochester, New York, for a checkup, number in proportion to the organization's understanding (or per- clinic officials confirmcd. Sccurity officcrs and limousines not haps grcater undcrstanding of how much it docs not know) of the international markctplace. I patient trends rather with a coup that overthrew his uncle. His country recently carefully, which seems like an obvious place to start. But as in hegan working with the U.S. Agency for International Devel most data tracking, the value of the concept is significantly more opment, under the leadership of a dean of the University of straightforward than the logistics of acquiring consistently rcliable Minnesota's Hubert H. Humphrey Institute of Public Affairs ata. Internal data systems must be coordinated-a significant to improve Equatorial Guinea's social services. Dean J. Brian undertaking for any institution, and particularly hard when deal- Atwood of the institute is oversecing this effort. He went to ing with a large and complicated infrastructure. To give a simple Equatorial Guinca in Junc, and a second mecting is scheduled cple, data ficlds must be made uniform not just on one data system, but on all of them. Rather than a free-text field, for exam- The Mayo Clinic has a long international history, providing ple, that allows a registrant to enter Venzucla, or Venosuela, or carc to intcrnational paticnts since its inccption. Despitc its his Vensuala, or maybe cven Venczucla, thc Mayo Clinic pushcs for a for this month. The Clinic monitors international data by the quarter, carefully reputation, and attractiveness of the Mayo Clinic around the world. watching trends over time by country or region, tracking signifi- This institution has used word-of-mouth marketing to maintain its cant changes in volume, hospitalization rates, and percentage of ncw paticnts out of any given markct. For cxample, it knowsit Marketing. as most formally defined, historically was not a has between 9.000 and 10,000 patients, depending on the year. critical factor in delivering patients to Mayo Clinic. Indeed, the from more than 160 different countries annually. Some are third- markcting department at Mayo Clinic has cxisted for only the past gencration paticnts maybe their grandfather was cured there in 20 years, and patients have becn coming for care for more than a the 1930s and others are brand new. Some are neighbors from century. The Clinic helieves that the marketing department pro- Ontario or Monterrey: others come all the way from Indonesia. vides valuable information to physicians and their support staffSome markets are significantly less predictable than others, and information that helps them deliver bettcr carc, highlights thcir somc countrics dcliver morc "ncw" paticnts than others. The Mayo monitor the international market to gauge the level of awareness patients' wants and needs, and educates them as to what's going Clinic probes further to figure out why

Explanation / Answer

Organizations generally struggle to come up with innovative strategies to capture significant market share and make huge profits, especially for the lower income segment of the society, precisely known as The Bottom of Pyramid (BOP) market. Although, BOP comprises the population living below the poverty line as well, but as far as this particular case study is concerned, focal point should be the lower income segment.

Considering this particular case, Awareness of Mayo Clinic among the target group followed by the Trust factor would play the vital role in bringing more NEW customers. The target population in this case relies heavily on these two factors.

As very clearly shown in Exhibit 1, Friends or relative i.e., Word of Mouth (WOM) have been the most important decision making factor in both the regions. A satisfied patient may tell good things to his family or close friends and good neighbours, however, an unsatisfied patient can go to the extent of highlighting his grievances on social media. In middle east, we can see in the above graphs that the impact of media and internet is more in middle east. Therefore, always be extra cautious while serving the customers because the power of WOM can act in both directions. A happy patient may get you 1 or 2 new patients, however an unsatisfied customer may take away an entire colony.

Sometimes not losing customers is also counted in Profits!

Thirdly, The COST factor, total overall cost is also the decision making factor in maximum times. You must look for the ways to help the customers to reduce their transportation cost first of all, which is one the most hindering factors to make patients look for a nearby doctor. Mobile clinics are very much in fashion for many years, this will not only contribute to provide first aids to the patients, but also fulfill the requirements of Social responsibilites. Once the customer gets a first satisfied treatment from the mobile clinic, he may get easily convinced to visit Mayo in other countries for higher treatments. At the same time, this will also suffice the Awareness and Trust factors to a very high extent.

You must look for some solutions with a mix of both economic and social benefits for BOP.

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