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Identifying the customer is a crucial first step for a hospital marketing manager when opening a new urgent care clinic. Understanding who the target patients are helps to shape the entire marketing strategy and ensures that the services offered meet the specific needs of the community.

By determining the demographics, preferences, and healthcare behaviors of potential patients, the marketing manager can tailor the clinic's services and messaging effectively. This insight allows for the creation of targeted campaigns that resonate with the desired audience, guiding decisions related to the product offerings, location, and advertising strategies.

Recognizing the customer first lays the foundation for subsequent steps, such as identifying the product—what services will be provided—determining the place—where the clinic will be positioned within the market—and planning the advertising approach to effectively reach and engage the identified audience. This systematic approach ensures that the clinic serves its intended purpose efficiently and effectively from the start.