{"product_id":"brand-aid-john-la-forgia-9781642932478","title":"Brand Aid: The Revolutionary Transformation of the Mayo Clinic Brand","description":"\u003cb\u003eThe inside story of Mayo Clinic's revolutionary, decades-long marketing and branding evolution from a revered mid-western clinic to a globally renowned provider of health care treatment and information--as told by one of the key leaders.\u003c\/b\u003e \u003cp\u003e\u003c\/p\u003eBeginning in 1980, Mayo Clinic was transformed from a single clinic in Minnesota to a global brand with a revolutionary digital and social media presence. \u003ci\u003eBrand Aid\u003c\/i\u003e is the story of how this remarkable evolution occurred. Written in a personal and engaging style, \u003ci\u003eBrand Aid\u003c\/i\u003e is deep in concepts but a pleasure to read. Unlike other \"how-to\" books, John La Forgia's\u003ci\u003e Brand Aid\u003c\/i\u003e presents personal stories and real-life examples that bring his concepts to life in a vivid and relatable way. Simultaneously a memoir about La Forgia's career at Mayo Clinic, a how-to manual for practitioners and leaders in the field, and a higher-level excursion into some of the burning issues of American health care today, this is a uniquely compelling and illuminating read. \u003cp\u003e\u003c\/p\u003e \"La Forgia blends his personal experiences running marketing at the Mayo Clinic with the many lessons and rules he learned along the way. It is an absolute must-read for anyone seriously interested in health care marketing or, more broadly, the marketing of professional services.\" --Kevin Keller, PhD, Author of \u003ci\u003eMarketing Management and Strategic Brand Management\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e John La Forgia\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1642932477\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781642932478\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Savio Republic\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 08\/20\/2019\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 288\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.80lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.90h x 5.90w x 0.80d","brand":"John La Forgia","offers":[{"title":"Paperback","offer_id":48447971066111,"sku":"9781642932478","price":18.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_ad243639-ce9e-420e-8846-5a4b4e427aa5.jpg?v=1777236038","url":"https:\/\/www.whiterainbookhouse.com\/products\/brand-aid-john-la-forgia-9781642932478","provider":"WR Book House","version":"1.0","type":"link"}