VI. Marketing Plan
This Section's Contents
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[Company Name] seeks to position itself as a respectable, upper-middle-market competitor in the IV hydration and therapy market. Customers can expect to receive care from licensed and certified professionals for a price somewhere between discount chains and luxury establishments.
The [Company Name] Brand
The [Company Name] brand will focus on the company’s unique value proposition:
- Highly trained specialists with extensive medical knowledge
- Mobile services
- Moderate price point
- Comfortable, customer-focused environment
Promotions Strategy
[Company Name] expects its target market to be individuals working and/or living within a 10-mile radius of its location. [Company Name]’s promotions strategy to reach these individuals includes:
Local Publications
[Company Name] will announce its opening several weeks in advance through publicity pieces in multiple local newspapers and publications. Regular advertisements will run to maintain exposure to relevant markets. Community newspapers, wellness publications, healthcare programs, and similar channels will be a major promotion effort.
Word of Mouth Marketing
[Company Name] will encourage word-of-mouth marketing from loyal and satisfied clients. The Company will use recommendations and word-of-mouth marketing to grow the customer base through the network of its existing customers. The Company will incentivize its existing customer base to encourage their friends to come and try its services for the first time.
Customer Loyalty Programs And Special Offers
[Company Name] will create a winning customer loyalty program to keep its best clients coming back. When not actively providing services to customers in the store, our professionals and other employees will make periodic, regular phone calls to customers. These phone calls will (a) ensure that customers are satisfied with their treatments and (b) remind customers after a certain period of time has passed that they might want a new treatment. Long-term customers will have the opportunity to participate in the loyalty program and have access to special offers and discounts.
Direct Mail
[Company Name] will blanket neighborhoods surrounding its locations with direct mail pieces. These pieces will provide general information on [Company Name], offer discounts, and/or provide other inducements for people to visit the center.
Ongoing Customer Communications
[Company Name] will maintain a website and publish a monthly email newsletter to tell customers about new events, products, and more.
Pre-Opening Events
Before opening the clinic, [Company Name] will organize pre-opening events designed for prospective customers, local merchants, and press contacts. These events will create buzz and awareness for [Company Name] in the area.
Pricing Strategy
[Company Name]’s pricing will be moderate, so customers feel they receive great value when receiving treatment. Customers can expect to receive quality care for a more affordable price than what they pay at other wellness clinics.
