The move toward primary care

An OB/GYN's strategic reaction to the ever changing health care environment and its attempt to transform itself from a specialty care to a primary care provider is examined. The clinic's search for information as to which, if any, of its current OB/GYN clients would be most likely to utilize new primary care services is also studied. It was found that single mothers, frequent users of the clinic's current services, and those clients who have personal physicians were more likely to try the clinic's new primary care services. Advertising seemed to have no effect on the current clients' likelihood of utilizing the clinics new services.