Betcher Chiropractic will leverage its competitive edge of a strict individual, holistic approach which is more successful than other doctors by truly concentrating on the individual and making specific analysis and recommendations for the particular individual. The marketing strategy will employ several different methods including free public seminars, print advertising, and networking activities. The sales effort will be a specific and conscious effort to exceed the customer's expectations. This effort recognizes the significant value of word of mouth referrals and by adopting this approach fuels these customer base building activities.
The sales strategy is based on the need to exceed all of the customer's expectations. By exceeding all expectations, customer's will have only positive things to say about Betcher Chiropractic. Additionally, a patient that has been successfully treated is particularly vocal about the experience with their friends and aquaintances because the improvement of one's wellness is so fundamental and apparent in one's life.
Betcher Chiropractic has developed a conservative forecast that recognizes growth in a doctor's practice is slow, steady and incremental. This type of growth is acceptable because it adopts a long-term perspective as opposed to short-term profits that are unlikely to be sustainable. Please review the following chart and table for more detailed information of the sales forecasts.
Betcher Chiropractic's competitive edge is the holistic individual approach to wellness. The basic assumptions of this approach are:
Betcher Chiropractic treats every patient with these philosophical approaches. Betcher Chiropractic is able to offer more effective treatment relative to other doctors because its mission is to treat patients in the most effective manner. Success is achieved by addressing the problems that prompted the patient to visit the doctor. By religiously following the above mentioned approaches Betcher Chiropractic can offer more effective care.
The marketing strategy is based on three different types of activities:
Betcher Chiropractic has identified four specific milestones that will be ambitious but achievable goals for the organization: