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Northeastern Ohio is a highly competitive health care market, especially for the care of seriously ill children. With powerhouse health care institutions like the Cleveland Clinic venturing into the children’ s care segment, Akron Children’ s needed a way to differentiate itself. The research pro?led in this case helped develop the positioning of Akron Children’ s hospital and its promotional approach and resulted in an increase in its bed-occupancy rate, a key metric in the health care industry.
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