CASE STUDY

MARKETING PLANNING FOR A NEW PROGRAM

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SouthCoast Institute, a rehabilitation hospital, perceived an

opportunity to expand its outpatient capabilities.

Among SouthCoast$$s options was to develop an aqua therapy

program that would supplement its existing inpatient

services and allow it to serve a wider range of customers on

an outpatient basis.

The hospital$$s staff recognized the need to engage in the

marketing planning process to successfully design, launch,

and evaluate this new service.