9C a s e S t u d y 9C o n c e n t r a 9
ing medical practices - something
Concentra has done historically - as
well as developing brand new centers.
Unlike the existing centers which are
located near employers in order to
conveniently deliver occupational serv-
ices, the new centers will be located
in both residential and commercial
areas. Eventually, Newton envisions a
network of about 1,000 health centers
nationwide.
To build its brand as it expands into
new markets, Concentra is working
with a third-party company that has
experience consulting with retailers.
"We want to have a much more
consistent look to our centers and
create a similar atmosphere and experi-
ence for our patients that consumers
expect from a top retailer," Newton
says. Much like a retailer, Concentra
is paying attention to location, interior
aesthetics and the curbside appeal of
its facilities.
The physical atmosphere is only
one portion of Concentra's strategy
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