2. At a hospital planning meeting, the marketing director reports on consumer interest in a women’s health center. Hearing strong interest, the planning committee endorses the concept. A group of clinicians is charged with developing the program. The program opened a clinic for scheduled primary care, obstetrical, and gynecological visits with appointment hours established from 9 a.m. to 4:30 p.m. on Monday, Tuesday, Thursday, and Friday. Wednesday appointments are available until noon for physicians to be able to attend to the teaching obligations at the academic medical center. The women’s health center also scheduled a series of health education programs through the fall for which the fees for these programs were set from between $25 and $100, depending on the speaker and the number of sessions.

Upon introduction, market response does not meet expectations. A senior physician complains, “What went wrong? We did the survey.” Explain the possible reasons for this program’s disappointing market response.