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Health Systems

Fighting off a 300-Pound Gorilla with Love

The world-famous Mayo Clinic had been acquiring and rebranding local clinics and a hospital in Gundersen Health’s service area. Mayo’s aggressive incursion, dominant reputation, and increased marketing efforts led to slipping awareness and preference scores for Gundersen Health. Patient numbers would soon follow. Preston Spire’s Good Brands Index showed that while Mayo Clinic was seen as medically excellent and research driven, Gundersen Health was known for an exceptional level of personalized care. Their archives were filled with stories of above-and-beyond efforts, lauded in letters and emails from grateful patients and families. Research suggested patients often forge lifelong hospital connections during a “moment in life” event.


unaided awareness of the campaign

Mayo preference dropped by 16% as Gundersen rose by 7%

The Gundersen marketing department received “Recognition of Excellence” honors for the first time in 20 years