It wasn’t your typical rally-the-troops video.
“We actually wondered: Will Mayo Clinic survive?” the video says.
Despite the gloomy opening, the video was part of a campaign that drove home the chief executive’s main message, inspired employee videos, and doubled awareness of Mayo’s “refreshed strategic plan,” Mayo communicators say.
It even created a new buzz phrase in the famed hospital based in Rochester, Minn. Not bad for a multiyear campaign that staffers hammered out in less than four weeks.
“We felt that what you do every day tells the Mayo story, and that’s our story, and we want to own that,” says Senior Communication Specialist Ann M. Schauer.
A charge from the chief