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Ashford-Collins Dental Clinic Case Summary

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Despite their best efforts, Drs. Thomas Ashford and Russel Collins are struggling to attract clients to their new dental practice, Ashford-Collins Dental Clinic. They took great effort in the preparing to open their clinic. Not only did they take business classes in preparation, they carefully chose the right location, with ample parking, and made sure to create an aesthetically pleasing clinic with all of the right amenities to appeal to clients. Two areas they should have spent more time was researching their competitors to identify possible differentiators, and identifying a target market. Their mass marketing efforts have been expensive, inefficient, and not successful.

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