Strategy and Implementation Summary
The Advanced Chiropractic Clinic will focus on three fundamental business strategies, maintaining a professional business attitude when treating patients, using a systematic approach to manage patients, and educating patients and the community to the advantages of chiropractic care.
The target patient group will be blue collar workers and their families.
5.1 Value Proposition
The clinic will function under certain philosophies. These philosophies are set in place to maintain an ongoing committment to excellence. One such philosophy will be focused on business development.
Our clinic will constantly maintain a professional appearance and attitude. We will not deviate from patient treatment plans. We will track our business performance on a monthly basis with charting of patient visit averages, patient satisfaction surveys of our clinic and management team, and revenue streams to name of few.
Another step to our development will be to update our fee schedule to assure that our fees are in-line with our competitors. Moreover, our business will continually update our strategies with regards to our target markets and how we will access and market to each of them.
5.2 Marketing Strategy
The following are the marketing strategies that our clinic will focus on.
5.2.1 Positioning Statement
For patients of the St. Mary's area that are seeking the most comprehensive, cost effective health care available, the Advanced Chiropractic Clinic is ready to meet your needs. Unlike many other health care professions that have a narrow scope of focus, our clinic's focal point is on the patient as a whole.
We concentrate not only on the symptoms that the patient has, but more importantly why those symptoms are present. Some of the areas we will concentrate on are nutrition, patient education, ergonomics in the workplace, and an overall healthy lifestyle.
5.2.2 Pricing Strategy
The below fee schedule will be used in our clinic and is in-line with our competitors and the national averages.
|Full Spine 2 view series: $220|
Cervical 3 view series: $165
Cervical 5 view series: $225
Cervical 7 view series: $315
Thoracic 2 view series: $110
Thoracic 3 view series: $165
Thoracic 4 view series: $220
Lumbar 3 view series: $165
Lumbar 5 view series: $275
Single views may vary
|New Patient Service: $150|
Regional Exam: $45
Report of Findings: $40
|Adjustment 1 Region: $30|
Adjustment 2 Region: $40
Adjustment Extremity: $15
Adjustment 3 or more regions: $60
Electric Stim: $20
Intersegmental Traction: $20
Ice Pack: $8
5.2.3 Promotion Strategy
When opening up a new business regardless of the sector it is important to have the business recognized by potential customers. This also holds true when opening a chiropractic clinic. As part of our promotional strategy, our clinic plans on getting our name recognized in the public eye in a number of ways.
First, we will meet with other business owners in the area and explain the importance of work related injuries and ergonomics. Furthermore, our clinic will setup a number of workshops and open houses to let patients come in and see our new clinic. We will also provide blood pressure and chiropractic screening.
Another way the our clinic will promote itself will be with meeting a set number of people each month. The initial goal is to meet 100 individuals in the first 30 days of having the clinic open. This will be accomplished by going out into the public and introducing the clinic.
Lastly, we will give public health talks to the community, but more importantly, each new patient will be asked to come to a health awareness workshop. These workshops will be given Tuesday nights of each week. All new patients will be asked to bring at least one other person to the workshop.
At each workshop, a brief talk will be given by Dr. Azzato. New patients will have time to ask important questions about chiropractic and individuals who accompany the new patient will be introduced to our clinic.
We feel that the most important way to become established in a community is to go out and meet as many people as possible. The above strategies will help us achieve that goal.
5.3 Competitive Edge
The Advanced Chiropractic Clinic will have a competitive edge based on hard work, organization, trustworthiness, and the knowledge of the most recently taught techniques and training available in the chiropractic profession. All of these factors will lead to high internal referral rates do to patient satisfaction.
Our clinic will maintain a professional atmosphere, yet be personal enough where our patients feel comfortable and get the most out of each visit. Our clinic will maintain privacy and security with electronic billing procedures, so our patients can rest assured that their claims will be processed in the proper manner.
Another edge that we feel will help our clinic make a long lasting impression is that we will network within the community. Our networking will focus on the communities workforce because this group has the highest number of potential patients.
5.4 Sales Strategy
The following are the sales strategies that our clinic will focus on.
5.4.1 Sales Forecast
The Sales Forecast table is broken down by how many patient visits occur per month. The sales/revenue per visit is set at $50 per visit with a 20% growth rate per month of patient visits. This formula is carried out to forecast three years into the future.
5.5 Strategic Alliances
We depend on our alliances with other professionals, like lawyers, medical doctors, and other business owners, to generate patients for us.
We need to make sure our patients understand exactly what we do as a chiropractor, so they can in turn explain it to their friends and family, thus producing internal referrals. To accomplish this we have made an affiliation with Patient Media, Inc. They will handle all of the patient educational marketing products that we will use in our clinic.