The major problem of Lancaster-Webb Medical Supply is that they ignored the consumers’ new demand for interact directly communication. They didn’t pay attention to what is the best ways to get close to their customers，they also didn’t open-minded toward new techniques and their influence for consumer’s communicate behavior. Even after they knew the glove girl’s story and influence, the marketing department also didn’t change anything for their new product launches’ strategy, they still only use the CEO’s speech at gathering as their communication way, like what they did 30 years ago.
Will Somerset should seriously consider restructuring the marketing department， establishing an interactive-marketing team, appointment glove girls as the director of this new team, to help Lancaster-Webb Medical Supply and some of their very important consumers, like Houston Clinic to build their own interactive marketing system.
The minor problem of this case is the internal communications problems, management is not concerned about what’s in employees mind, how to encourage them to share their ideas to improve company's competitiveness, they urgent need an Information sharing system.
The other minor problem of this case is management's lack of innovation sense and crisis sense, even when the communication director and the vice president of marketing know the influence of the blogger, but do nothing other than to make a chart with glove girls to persuade her not to disclose customer information.
The consumer’s communication need is changing but the company didn’t insight that important change and adjust their customer communication strategy，which is the cause of Lancaster-Webb Medical Supply’s major problem.
I don’t think the solution that first occurs to CEO Will Somerset, fire Glove Girl will be a right and only way to restore order at the company, it will at too great a