Mayo Clinic: Brand Positioning
The Mayo Collaborative Services, a division of the Mayo Medical Laboratories, were actively growing their network of community laboratories across the United States. In preparation for that growth, they came to IDM to help position the networks competitively against commercial laboratories through strategic and consistent marketing messaging that reflected the unique benefits of the laboratory network.
Through research and industry expertise, IDM developed a laboratory network brand style and messaging guide. This comprehensive guide provided brand strategy and information on how to correctly use the Mayo Medical Laboratories’ logo, brand fonts, colors, etc. The style guide also included creative templates for brochures, posters, and postcards, as well as guidelines for image selection. Through the use of the style guide and marketing manual, affiliated health care networks are able to position themselves strategically and cohesively among their competitor set.