Willingway Hospital: A New Market?

Authors

  • E. James Randall Georgia Southern University
  • Leigh Gordy Georgia Southern University
  • Michael McDonald Georgia Southern University

Keywords:

weakened economy, case, rehab center, unusual backstory

Abstract

Willingway Hospital, located in Statesboro, Georgia, is an Alcohol and Drug Rehabilitation Center that has felt the effects of the weakened economy and a bit of bad press recently. Although the facility is a hospital and therefore, primarily exists to treat those struggling with addiction, Willingway is still a private business and relies on profits in order to maintain the standard of service that patients have come to expect from this nationally renowned hospital. Willingway is known for the intriguing history of its founders, its unusual culture, and the devoted alumni who stay involved at Willingway even after their treatment has been completed. In order to attract more patients, Willingway C.E.O. Jimmy Mooney has become curious about the marketing potential within the local college student populations. Located in relatively close proximity to dozens of educational institutions, looking into these institutions as potential new target markets is adequately justified.

Downloads

Published

2014-09-01

Issue

Vol. 11 No. 1 (2014)

Section

Cases

License

Copyright (c) 2014 author retain copyright

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).