Issue 1, 2011

Butova T. G., Gladkikh I. V. The Medical Wellness Center «Vitalena»: Positioning Challenges (Case Study).

This case is aimed at discussing the development and implementation of positioning strategies of small firms in the market of medical services under conditions of a dynamically developing market. The case study is based on an analysis of the medical wellness center «Vitalena» operating in the market of medical services of Krasnoyarsk. The company executives wanted the center to be perceived as a family health improvement and decease prevention center. In fact, it turned out that customers perceived it as a center for children with additional services to pregnant women. Why did it happen and what to do next? The company executives are looking for an answer to this question. Keywords: Fee-for-Service Medicine Market, Positioning Strategy, Repositioning.

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