Hastings Medical Clinic: Marketing Struggles and Data-Driven Solutions
商品編號：W47498
出版日期：2026/03/17
再版日期：
商品來源：
商品主題：Management Science; Marketing
商品類型：Case (Field)
涵蓋議題：marketing strategy;brand–market alignment;community-based marketing
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：United States
產業：Health Care Services
事件年度：2024
In April 2024, Jonathan Shomo, a physician assistant and owner of Hastings Medical Clinic in Bridgewater, Virginia, confronted a crisis threatening the survival of his primary care practice. Shomo had built the clinic around near-constant availability, modern diagnostic technology, and personalized service, financing expensive equipment and operations through significant loans and fixed monthly costs nearing US$12,000. Yet, patient visits had dropped by half, and recent investments in marketing agencies, social media advertising, and a redesigned website had failed to reverse the decline. Mounting financial pressure forced Shomo to reconsider how he attracted, served, and retained patients. He needed to weigh options ranging from redefining service offerings and pricing to restructuring outreach, partnerships, and operations, knowing the move would determine the clinic’s future.
教學手冊：Hastings Medical Clinic: Marketing Struggles and Data-Driven Solutions - Teaching Note
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