Chiropractic center

A Smart 4 Presentation

Stand Straight,

Stand Smart

SMART POSTURE Chiropractic Center

SP

Objectives – 4 Steps to Develop a Marketing Plan for The Smart Posture

• Section 1 – Executive Summary & Developing a Unique Brand Identity

• Section 2 – Identifying Target Audiences & Competition• Section 3 – SWOT Analysis• Section 4 – Marketing Collaterals [Ads, Flyers, Website, Social Media,

etc. ] SMART POSTURE

Chiropractic Center

Sect. 1Brand

Identity

Sect. 2Demogra

phics

Sect. 3SWOT

Analysis

Sect. 4Marketin

g Collateral

s

CONTENTS PAGE

Section.1

Brand Identity

Smart Posture

1.1What is Smart Posture

• Smart Posture (SP) is a new established chiropractic center which servers the entire GTA region.

• SP is affiliated with a general hospital and share services & facilities.

• SP has 8 specialists and more than 20 associates on duty.

Section1 – Executive SummarySMART POSTURE Chiropractic Center

1.2Our Goal

• To increase awareness and confidence of the effectiveness of chiropractic services.

• Be the top tier of GTA in terms of reputation and interest.

• A marketing plan has been made to establish the brand and customer base.

Section1 – Executive SummarySMART POSTURE Chiropractic Center

1.3Section1 - Brand IdentitySimple & Functional

SMART POSTURE• Chiropractic service is a treatment to fix your Posture

；• Anybody does not want to be smart? SMART people

go to SMART place；• Easy to remember, Simple is More ；


1.4Section1 - TaglineA tool to build up strong brand

Stand Straight, Stand Smart• Indicate the expectation of the clients.

• Don’t hesitate to repeat the Keyword of your brand

• Simple, Memorable & Functional


Section.2

Demographics

Smart Posture

2.1Section2 – Typical Patient Age

8% 9%

16%

29%

23%

15%


2.2Section2 - Target Market

• Our primary target market is women age 30-54 with annual household incomes around CAD 50,000, who have children, and are interested in their own health and their family’s health.

• The Primary target area will be the community but target for GTA area


2.3Section2 –Client Category Specification

• people who standing for long time---cashier, bank receptionist, etc.

• people moving with physical excises---Falls Prevention, Fitness, Gardening, Golfing, Winter Shovelling, etc.

• people covered by employer’s insurance package.


2.4.1Section2 - Competition

Brand Staffing History Location Main Services Rate (Per Session)

Business Hour

BookingConvenience

COMMUNITY VILLAGE

CHIROPRACTIC

3:8 10 yrs Urban area no parking spot

Chiropractic Health Care

$ 70

9:00amto 6:00pm

Mon-FriPhone call

appointment RequiredMassage Therapy

CARE HEALTHCENTER

5:12 3 yrs Suburb area

Chiro Treatment

$ 658:00am

to 5:00pmMon-Fri

Phone call appointment

RequiredAcupuncture Service

SMART POSTUREHEALTH CENTER

8:20 Brand New

downtownFree parking

TTC hub

Chiropractic ServiceNormal

$ 80In

promotion $0-$60

8:00am to 10:pm

Mon-Sat

Both walk-in &by appointmentsBy phone & on

lineEmergency

Call-in available

Active Release Techniques (ART)

Cold Laser Therapy

Medical Acupuncture

2.4.2Section2 – Competition-Strength VS

weakness

Brand Strength Weakness

COMMUNITY VILLAGE CHIROPRACTIC

1. Brand already established2. Strong in Massage

1. Old & small office2. Lack of Physical Inspection Devices3. Less specialists4. Pay to Park location

CARE HEALTHCENTER

1. Better Nervous system function2. Neurology specialties available

1. Remote location2. Lack of Physical Inspection Devices3. Less specialists4. Less convenience

SMART POSTUREHEALTH CENTER

1. Higher professional standard (share Hospital Facilities , etc.)

2. Greater convenience3. Sense of Security4. Convenient downtown location

1. Unknow to the market2. Unknown challenges 3. More overhead and promotional costs

Section.3

SWOT Analysis

Smart Posture

3.1Section3- Strength

• Higher professional standard (share Hospital Facilities , etc.)• Greater convenience• Sense of Security• Convenient downtown location

• Prompt response and efficient communication due to less client in the initial stage

• Updated facilities and promoting system

• Natural Treatment compare with surgery/drugs

• Convenience/easy to reach

• Less Cost of treatment

Industrial Entity


3.2Section3- Weakness

• Unknow to the market

• Unkonw challenges

• More overhead and promotional costs

• Less public awareness

• Longer treatment period

• Unsure effectiveness

• Not covered by insurance

Industrial Entity


3.3Section3-Opportunities

• Constantly increasing public awareness

• Powerful complement to the local healthcare providers

• Competitors have fixed operation models

• A blank paper waiting your creativities


3.4Section3-Threats

• Increasingly easier qualification pass

• Technology development may change this market beyond our ability to adapt

• Uncertainty with OHIP policy and insurance coverage.

• A small change in the focus of a powerful competitor might wipe out our market position that achieved.

• Presence of a number of established Chiropractic clinics in the area.


Section.4

Marketing Collaterals

Smart Posture

SMART POSTUREStay Straight ,Stay Smart

We Bring Evolution In You're Life

We Bring Happy Movements In Your Life

We Bring Confident In Your Every Movement

OSTURSMART POSTURE Chiropractic Center

4.1Section4- Short term

actions

• Public events outreach—once a week for continuously 8 weeks. Toronto has various online resources that keep up to date calendars of community events.

• Free general consulting & screen: Provide free screen to potential clients in order to raise their interesting.

• Locations for actions: Community fairs, shopping malls, and gyms are great places for ads and on spot registration.

• Public questionnaire sheet can be spread together with flyers and free screen/consulting registration.

Aimed for 6 months from now


4.2Section4- Mid-term actions

• Establish Brand to the public-Annual series of lectures aimed as a service to the community, housed at local health care clubs, or community centers.

• Free initial medical consulting followed to free screen/general consulting

• Discounted rates for new patients

• Well-known professor/specialist invited for in-house service one day a week

Aimed for 1 year from now


4.3.2

Modern Ads

• Internet: Website establishment, google research promotion, online reservation, consultation, custom service, etc.

• Social Media Promotion: Smartphone APPs include Twitter, Facebook, YouTube, Google+, Pinterest, Instagram, Wechat, Weibo, MSG, etc. Not only general information but also CRP messages shall been passed to the public/clients

Open mind to the constantly innovated ONLINE world

Section4- Long term actions


Can we make CRP a

Gift 4 U Client Royalty Program，CRP• CRP is a series of programs customized designed to build up

and maintain close long term relationship with current and potential clients.

• With the registered unique account clients can not only explore and receive updated information, but also be able to accumulate points through certain actions. These pinots can be redeemed into coupons or gifts. Such preferred actions include but not limited to feed back, constructive advices, business opportunity bring-in, even play a special designed game. A small game will be designed target to quick familiar with the benefit of the services and self-booking.

• Offline customer services: bring happy surprise to clients. Customer call and coupon/gifts shall be sent in special days; event invitations for selected accounts.

4.4 fun ?

4.3.1

Traditional Ads

• Establish public outreach: Yellow pages listing, flyers, brochures, business cards distribution; flyers, post cards, discount coupons and Roll screen present in the reception/waiting area in the hospital

• Client royalty plan: Client date system establishment and maintenance , client reward plan including feed back call, events invitation, Gift 4 U Program (customized program); friends bring-in program, etc.

• Press release: newspaper, radio channel, TV, Magazine

• Build up and maintain relationship with person/organization in professional filed such as famous specialists, OCA, medical institutions, etc.

Aimed for 3 years from now, an updated marketing research and plan will be required afterwards

Section4- Long term actions


27 Chp7 PCA & EHPSamples of printing materials

Business Card Posting & Roll Scree

4.5.1

After

before


NIHAL SHAIKH 647-937-5521

4.5.2Samples of Printing Materials-

Brochures

4.6Surveys

1. Which age group do you fall under?0-23 24-35 36-50 50-60 65+ 2. Which gender do you identify with?Male Female 3. Household Income Level?0-25K 25K-50K 50K-75K 5K-120 120K+ 4. Have you ever visited a chiropractor?No (see Question 5) Yes (see Question 6)

Suffer from spinal pain? We FIX it !

SMART POSTURE

Stand Straight, Stand Smart

Smart Posture C.C.Call us today on (416)555-5555, or visit us at www.smartposturecc.ca

xxxx, Yonge Street, Toronto, ON M2M 2M2

Center

4.6Smart 4


Thank You


Chiropractic center

Marketing

Transcript of Chiropractic center