Case Study of the Week: Now Open Weekends!

May 29, 2023

Marketing Communications

You are to assume the role of a marketing communications consultant hired by King Pediatric Clinic, a medical clinic focused on the health and well-being of children. King Pediatric Clinic has five pediatricians that serve a community of 50,000 people. Since the clinic opened in 1989 it has maintained regular business hours of Monday – Friday, 8:00AM – 5:00PM. If a patient needs medical attention when the clinic is closed, they need to be seen at an emergency room.

The director of the clinic has gotten many requests throughout the years to have extended hours or weekend hours. The director is pleased that KING PEDIATRIC CLINIC will soon begin offering weekend hours. On Saturdays and Sundays, King Pediatric Clinic will be open 8:00AM – 2:00PM on a walk-in basis. Patients will be seen first come, first serve with no scheduled appointments.

The director has hired you to inform clinic patients and the community of King Pediatric Clinic's new weekend hours of operation and policies. The director is open to both traditional and nontraditional marketing communications.


Randi Bibiano
Competitive Events Specialist

Randi Bibiano is DECA's competitive events specialist. In this role, she conceptualizes and authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also manages DECA's online competitive events and serves as a liaison to volunteer efforts at DECA's educational conferences.

Discussion Questions

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Classroom Connection

Career CLuster:


Instructional Area(s):

Customer Relations

Performance Indicators:

Demonstrate a customer-service mindset
Reinforce service orientation through communication
Interpret business policies to customers/clients
Explain the concept of market and market identification