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DIAGNOSING THE MARKETING COMMUNICATIONS AILMENTS OF A LOCAL HEALTHCARE ICON 

Serving patients in the Sandhills for almost 75 years, Pinehurst Surgical Clinic is lauded as North Carolina’s #1 specialty clinic. However, because of close operational ties with the local hospital system, Pinehurst Surgical Clinic’s brand as a distinct entity is oftentimes lost on local residents. Patients in the area would frequently seek care from university hospitals hours away, despite the fact that Pinehurst Surgical Clinic is equally, if not more, suited to meet the need.