In a case where there is a small but significant percentage of patients using the emergency department for routine care, there might be a marketing issue. As a Director of marketing, I would pose some possible solutions to help resolve this possible cost drain to the health care system and as well as to contribute to the health care of these patients. It would be prudent for the company to adopt a mass marketing strategy for cost reduction of its services. Another possible solution is to embrace concentration strategy for the benefit of the patients who would be in a better position to get maximum attention on their needs (Berkowitz, 2017).