VI. Marketing Plan
This Section's Contents
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[Company Name] seeks to position itself as a respectable, fully-comprehensive physical therapy clinic in the therapy market. Patients can expect to receive professional physical therapy services from skilled therapists than anywhere else in [location].
The [Company Name] Brand
The [Company Name] brand will focus on the Company’s unique value proposition:
- Convenient location
- Qualified and highly trained team of physical therapy professionals
- Significant personal attention
- Comfortable, relaxing, and modern atmosphere
- Very short wait time
Promotions Strategy
[Company Name] expects its target market to be individuals living within a 5-10-mile radius of its location. [The Company’s} promotion 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, medical publication, sports programs, and similar channels will be a major promotion effort.
Major Publications
We will also invest in advertising in selected larger publications until we have achieved significant brand awareness. Advertisements such as billboards and commercials will be shown during peak tv watching time and the billboards will be placed in highly trafficked areas.
Medical Events/Organizations
[Company Name will promote itself by distributing marketing materials and participating in local medical industry events, such as health fairs, sporting events, etc. We will either purchase a table to display our services and hand out brochures and flyers and we will purchase an ad space in the event’s program.
Doctor’s and Urgent Care Offices
The owner will visit multiple doctors and urgent care offices to ask them to refer our clinic to any patient that will need to be referred to physical therapy. We will ask they keep a handful of our brochures on hand and hand them out to whomever requests a physical therapy clinic or is in need of one. Because the owner is well-known in the industry, he believes the doctors and urgent care clinics will be happy to keep his brochures on hand.
Ongoing Customer Communications
[Company Name] will maintain a website and publish a monthly email newsletter to advise patients, doctors, and urgent care clinics about their services, equipment, etc.
Pre-Opening Events
Before opening the clinic, [Company Name] will organize pre-opening events such as an open house to draw future patients to visit the facility and take a tour. When they see the new, clean, modern clinic with the latest technology, they will be enticed to switch from their primary physical therapy provider.
Pricing Strategy
[Company Name]’s pricing will be moderate so patients feel they receive great value when obtaining the physical therapy services. Whatever amount that is not covered by insurance, patients will be happy to pay the small remaining amount for more individualized attention and a much smaller wait time.
