摘要：The primary subject of this case provides the operations of a healthcare service company in Palm Beach County, Florida. This case provides an insight into the company’s positioning, promotion, and business philosophy. Secondary issues for this case reflect on the founders and employees of the company, and the macroenvironmental elements of the industry. While the names of the business and employees are all disguised, all other aspects are factual. Prestigious On-Call Physicians is a new service opportunity dealing in urgent care that is directed towards the famous tourism economy of South Florida. This start-up company was founded by three doctors who are promoting immediate healthcare service to clients personally and without the need of medical insurance from patients. The case shows the strategy these doctors take into starting a business and the response of consumers and clients need for this service. Other points in this case reflect the competition and the business mentality the doctors have in relation to the company’s growth potential.
关键词：Healthcare; image positioning; strategy; and macroenvironmental elements.
