title: Marketing for straight A's? How one practice created a customer-service brand identity.
abstract: The four A's of marketing today--access, availability, accountability and accommodation--drive a successful medical practice. This case study describes how Lake Mary (Fla.) Pediatrics, an established, midsized group, used the four A's in an expansion venture. The group redefined its image in the community, creating brand identities for its two locations and establishing customer service and quality care as hallmarks in the minds of both patients and referring professionals.
authors.affiliation: Medical Marketing Inc., Orlando, Fla., USA. mmiandrea@sprintmail.com
authors.forename: Andrea T
authors.initials: AT
authors.lastname: Eliscu
mesh_terms: D005431:Florida; D006123:Group Practice / Q000458:organization & administration*; D008389:Marketing of Health Services / Q000379:methods*; D019982:Organizational Case Studies; D010372:Pediatrics