Chapter 3. Compete by Thinking outside the Bubble: MinuteClinic Delivers Healthcare Retail

IT WAS A DAZZLING SPRING MORNING IN MINNESOTA, BUT JODI WEST COULD BARELY SEE IT. SHE AWOKE WITH A RED, PAINFUL, AND WATERING RIGHT EYE. BEFORE SHE COULD SEEK HELP, THE SYMPTOMS HAD INVADED HER LEFT EYE. UNFORTUNATELY, IT WAS SATURDAY AND, NO SURPRISE, HER DOCTOR WAS ALLERGIC TO WEEKEND OFFICE HOURS. WEST COULD TAKE HERSELF TO A HOSPITAL EMERGENCY ROOM, BUT THIS WAS NO DAY FOR CAMPING OUT IN AN OVERCROWDED AND SLOW-MOVING ER. HER SEVEN-YEAR-OLD DAUGHTER WAS SCHEDULED TO DANCE IN TWO RECITALS. WEST WAS ALREADY OVERDUE TO BE DRIVING HER THERE.

This is no sad story, though—quite the opposite. West simply zipped off to a nearby Target store. At a colorful kiosk ...

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