춘천예치과의 마케팅 혁신과 고객가치 창출: 임파워링 리더십과 잡 크래프팅 개념을 중심으로

In Korea’s rapidly evolving dental market, characterized by aging demographics, digital transformation, and intensified competition, small and medium-sized clinics must adopt innovative strategies to survive and grow. This study presents a case analysis of “Ye Dental Clinic,” a regional dental hospital in Chuncheon, to explore how strategic management practices enabled sustainable growth and trust-building within the local community. Based on in-depth interviews with key personnel, field observations, and internal data, four core innovation strategies were identified. First, patient-centered care and CRM-based customer management enhanced revisit rates and loyalty. Second, an empowering leadership style was adopted to encourage members to proactively solve problems and become more engaged in their work, fostering a job crafting organizational culture where employees redesign their roles and make creative suggestions. Third, investment in staff training and internal communication cultivated a quality-oriented organizational culture. Fourth, collaboration with the local community strengthened the clinic’s social value and brand reputation. This study demonstrates how dental institutions can realize sustainable growth through service innovation, digital transformation, and cultural improvement. The case offers theoretical contributions to healthcare management and marketing literature, while also providing practical implications for similarly positioned clinics seeking strategic differentiation and value creation in a competitive healthcare environment.