rasmussen chiropractic

51
1 RASMUSSEN CHIROPRACTIC LLC

Upload: ashleyphenix

Post on 13-May-2015

2.970 views

Category:

Health & Medicine


2 download

DESCRIPTION

Marketing Plan for New Albany, IN chiropracter

TRANSCRIPT

Page 1: Rasmussen Chiropractic

1

RASMUSSEN

CHIROPRACTIC

LLC

Page 2: Rasmussen Chiropractic

2

EX

EC

UT

IVE

SU

MA

RY

It is our mission with this campaign to educate our audience regarding a better and healthier lifestyle through

Rasmussen Chiropractic. We hope to lead the audience away from the misconception that this industry is in any way

trying to demean the medical field. We will inform them of the qualities and benefits of Rasmussen Chiropractic

through advertising and a well-constructed media plan. The advertising will promote wellness, the importance of vita-

mins and good nutrition, as well as, place Rasmussen Chiropractic positively in the community.

Our target audience is between the ages of 22 to 55 and we want to focus on the Southern Indiana areas of Jef-

fersonville, New Albany, and Clarksville. Since so much of the US healthcare dollar is spent on issues such as back

pain, we will be able to make our audience aware of Rasmussen‟s services as well as the importance of this industry to

their wellness. Some of the media objectives we put forth were: office bulletin boards, direct mail, free events, and

the internet. These objectives make it easy to reach the community and help the organization to appear friendly and

down-to-earth. The campaign does focus mainly on reach in hopes to gain awareness.

The campaign would roll out immediately and with our strategy it may stay consistent as is. First and fore-

most, we want to get our audience to realize the benefits of the service being offered and that they need to begin this

lifestyle now before serious injuries occur. Rasmussen Chiropractic wants their patients to live a life of wellness by

maintaining responsible health practices through their services.

Page 3: Rasmussen Chiropractic

3

TA

BL

E O

F C

ON

TE

NT

S

Executive Summary……………..2

Situation Analysis……………….4

SWOT…………………………...25

Target Market Analysis………….33

Marketing Objectives……………35

Marketing Strategies…………….36

Promotion & Implementation…...46

Campaign Evaluation……………50

Closing Summary………………..51

Page 4: Rasmussen Chiropractic

4

S

ITU

AT

ION

AN

AL

YS

IS

INDUSTRY OVERVIEW

Brief History

The chiropractic industry is one that has faced much controversy. The role of the chiropractor has been caught

between the medical world and alternative forms of healthcare. However, chiropractors have slowly grown into a regu-

lar form of medical health care since the 1970s. According to the American Chiropractic Association, Chiropractic is a

health care profession that focuses on disorders of the musculoskeletal system and the nervous system, and the effects

of these disorders on general health. Chiropractic care is most often used to treat neuromusculoskeletal complaints, in-

cluding but not limited to back pain, neck pain, pain in the joints of the arms or legs, and headaches. Doctors of Chiro-

practic, or Chiropractors, practice a drug-free, hands-on approach to health care that includes patient examination, diag-

nosis and treatment. Chiropractors have broad diagnostic skills and are also trained to recommend therapeutic and reha-

bilitative exercises, as well as to provide nutritional, dietary and lifestyle counseling.

Chiropractic work is still widely considered unconventional, in terms of it being a medical science, but overall

they do not claim otherwise (Yankauer 1980). Recently, most chiropractors are taking an alternative approach to adver-

tising and branding by convincing others to believe that what they offer as a regular lifestyle choice and a way to im-

prove everyday life. We hope to take this approach as well and step away from focusing on injury cases.

Page 5: Rasmussen Chiropractic

5

SIT

UA

TIO

N A

NA

LY

SIS

INDUSTRY OVERVIEW

Legal Regulatory Issues

In 1987, the judgment made in Wilk v. AMA put chiropractic in the legal and legislative arena and secured their

reputation in the public arena. Although they made leeway here, the industry has tried, with no resolve, to be consid-

ered a primary care giver under the VA and U.S. department of Defense, but they have been continuously opposed by

the American Medical Association (Cooper and McKee 2003). In addition, throughout the years, the industry has con-

tinually been criticized for the belief that using their chiropractic services may keep one out of the doctor‟s office and

away from any need for medicine.

Currently there are several factors that uniquely affect Chiropractors. The first is the unknown ramifications of

the insurance reform enacted by the federal government. The majority of the funds that come into Rasmussen Chiro-

practic come from insurance companies. It is unknown how this insurance reform will specifically affect Chiropractors

and some are panicking. Along those lines many insurance companies are both cutting insurance benefits for Chiro-

practors and the payments that they pay. Many already only receive 10-12 visits or have high deductibles. Although

people realize they have problems and want them corrected many cannot afford to pay if their insurance does not. Even

when they do pay, the amount that they pay for services continually decreases each year. This means that Rasmussen

Chiropractic will have to attract new patients, increase the amount seen per week and increase patient retention rates.

Page 6: Rasmussen Chiropractic

6

SIT

UA

TIO

N A

NA

LY

SIS

INDUSTRY OVERVIEW

Growth Expenditures and Forecast

Overall, the chiropractic industry is considered an alternative form of care. It has only been over the last ten

years that people have had a powerful awakening to an alternative, healthier lifestyles. which has been brought

forth by revelations about the harmful nature of certain foods and drinks. Also helping this movement is the stag-

gering statistics about childhood obesity that have been release over the last ten years. Chiropractors specifically

are getting away from medicine and even manual practice and using machines and no touch methods more often.

Another popular form of care is through massage therapy and acupuncture. More

than 85 percent of chiropractors offer massage therapy and more than two thirds of

patience can have their issues treated with acupuncture (Cooper and McKee).

This industry has a promising future and will continue to grow. We would

like for our client to focus more on the lifestyle aspects and possibly bring people

in by offering promotion deals with massage therapy. Also, by doing some direct

marketing at places such as health food stores, gyms, and yoga/aerobics studios,

etc. we hope reach a younger audience that have stronger interests in other benefits

of chiropractic.

Page 7: Rasmussen Chiropractic

7

SIT

UA

TIO

N A

NA

LY

SIS

INDUSTRY OVERVIEW

Societal and Cultural Considerations

Since the inception of Chiropractic medicine, there have been negative viewpoints of

Chiropractors that the mainstream media continues to disseminate. Recent news stories have

portrayed Chiropractors as “ambulance chasers” and as “quacks”. This is also reflected in re-

cent accident attorney commercials that put Chiropractors down. This negative stigma will

have to be factored in when creating the new advertising campaign.

With society becoming more accepting of nontraditional forms of healing and alternative meth-

ods, chiropractic practices will continue to grow as a form of healthcare and eventually be con-

sidered a lifestyle choice. The economy may slow any kind of quick growth, but the American

culture is ready more than ever for the solutions that the industry is offering. Our client, specif-

ically, displays all of the benefits of choosing chiropractic practices. Our society is becoming

less and less trusting of medicine and primary doctors, and with the current healthcare crisis,

short-term solutions are almost not worth the money anymore.

Page 8: Rasmussen Chiropractic

8

SIT

UA

TIO

N A

NA

LY

SIS

INDUSTRY OVERVIEW

Economy Implications for Industry and Client

The lack of economic assistance or insurance for chiropractic services is an issue that the industry has contin-

ued to face. Many chiropractors now participate in managed care, which actually limits their services and in turn

their patients and longevity (Cooper and McKee 2003). Most patients will have many repeat visits and your treat-

ments must be completed and this can become very expensive. However, the amount of coverage has improved; ap-

proximately 75 percent of the chiropractor‟s revenue comes from insurance, so the patient will pay around 25 per-

cent (Cooper and McKee 2003). With the current healthcare crisis, these numbers may continue to change, and pos-

sibly not for the better; this issue will always affect the industry.

Size of Industry

The number of chiropractors graduating each year has continuously increased, over 50 percent in 2003. Today

there are more than 60,000 practitioners in the United States (Cooper and McKee 2003). The industry competitor

would be medical physicians, who tend to disagree with chiropractic practices. Our client specifically, has eight other

chiropractors in the same zip code (see Competitive Analysis).

Page 9: Rasmussen Chiropractic

9

SIT

UA

TIO

N A

NA

LY

SIS

INDUSTRY OVERVIEW

Stage and Product Life Cycle

Chiropractic care is heading toward the saturation and declining stage.

There are four key indicators to help us know how to combat this stage. They

are:

1. Costs become counter-optimal

2. Sales volume decline or stabilize

3. Prices, profitability diminish

4. Profit becomes more a challenge of production/distribution efficien-

cy than increased sales

Product Seasonality

Chiropractic Care is continuous. Bodies are constantly changing and

growing, there is no seasonality to the need of chiropractors. The only sea-

sonality that may appear, is when patients decide to take their pain and come

into the office to be treated.

Page 10: Rasmussen Chiropractic

10

SIT

UA

TIO

N A

NA

LY

SIS

INDUSTRY OVERVIEW

Obstacles

A typical business hears from only four percent of its unsatisfied

customers. The other 96 percent just quietly go away, and 91 per-

cent will never come back. A typical dissatisfied customer will

tell 8-10 people about this problem. One in five will tell 20! It

takes 12 positive service incidents to make up for 1 negative inci-

dent. This represents a serious financial loss. If a company

doesn‟t hear what is going wrong with their performance, they

can‟t fix what‟s wrong to keep clients.

A survey on “Why Customers Quit”

treatment found 68% quit because of an

attitude of indifference toward the

customer by the owner, manager or

some employee.

A typical corporation loses half of its customers every five years. However, by increasing the

yearly Customer retention rate by as little as five percent, companies can increase their bottom line profits from 25-

100 percent (These stats were taken from the book: How to Win Customers & Keep Them for Life).

Page 11: Rasmussen Chiropractic

11

SIT

UA

TIO

N A

NA

LY

SIS

INDUSTRY OVERVIEW

Recruiting New Clients

The fastest way to get new patients in the door is to look at statistics, and find out where the majority are hearing

about the business. Statistics are very important because they tell us where we are being successful and where money is

being wasted. The three largest sources of new business are referrals, internet ads and events.

Referrals: Referrals are the best way to generate business because it means that the business is doing a great job with

the current patients. When a company provides great communications, service and care for the existing patients they

will return and help grow numbers.

Internet: The internet is now the global yellow pages for finding anything. By using the yellow pages online, a company

can immediately direct a potential consumer to their website. When the website is weak, the online presences and pro-

motion is weak. The internet is a critical tool in today‟s world. By providing a clear and informative website, the com-

pany will generate new clients.

Page 12: Rasmussen Chiropractic

12

SIT

UA

TIO

N A

NA

LY

SIS

SECONDARY RESEARCH

A typical business hears from only four percent of its unsatisfied customers. The other 96 percent just quietly go

away, and 91 percent will never come back. A typical dissatisfied customer will tell 8-10 people about this problem.

One in five will tell 20! It takes 12 positive service incidents to make up for 1 negative incident. This represents a

serious financial loss. If a company doesn‟t hear what is going wrong with their performance, they can‟t fix what‟s

wrong to keep clients.

A survey on “Why Customers Quit” found:

3% move away

5% develop other friendships

9% leave for competitive reasons

14% are dissatisfied with the product (or service)

68% quit because of an attitude of indifference toward the customer by the owner, manager or some

employee.

A typical corporation loses half of its customers every five years. However, by increasing the yearly customer

retention rate by as little as five percent, companies can increase their bottom line profits from 25-100 percent

(These stats were taken from the book: How to Win Customers & Keep Them for Life).

Page 13: Rasmussen Chiropractic

13

SIT

UA

TIO

N A

NA

LY

SIS

SECONDARY RESEARCH

Recruiting New Clients

The fastest way to get new patients in the door is to look at statistics, and find out where the majority are hearing

about the business. Statistics are very important because they tell us where we are being successful and where mon-

ey is being wasted. The three largest sources of new business are referrals, internet ads and events.

Referrals: Referrals are the best way to generate business because it means that the business is doing a great job

with the current patients. When a company provides great communications, service and care for the existing pa-

tients they will return and help grow numbers.

Internet: The internet is now the global yellow pages for finding anything. By using the yellow pages online, a com-

pany can immediately direct a potential consumer to their website. When the website is weak, the online presences

and promotion is weak. The internet is a critical tool in today‟s world. By providing a clear and informative web-

site, the company will generate new clients.

Events: Events can be huge wins or major flops. The important component to successful events is to determine

where the potential clients will be. If the advertising is done at the wrong location, the company is simply throwing

money away.

Page 14: Rasmussen Chiropractic

14

SIT

UA

TIO

N A

NA

LY

SIS

SECONDARY RESEARCH

Traits of a Successful Chiropractor

There are a few different traits which prove beneficial for a chiropractor to possess. These traits will enable

the chiropractor to engage in their daily duties in a successful manner.

Business Mind: Chiropractors, like most professional services,

are trained by treating patients at school. The problem today is

that the gap of knowledge between running a successful practice

and being a doctor is growing, not shrinking. More and more

DC‟s are graduating from chiropractic school without the skill-

set to go out into the world and successfully deliver their trade to

paying customers. Business training is vital to a successful prac-

tice. The Chiropractic School of Business was formed to shrink

the gap of knowledge between running a business and being a

successful doctor. It is more than just a school; it is practical and

proven experience being delivered in classroom style training.

Care: All chiropractors should possess is good

bedside manner. Since patients are in a vulnera-

ble position when they enter the office due to

their pain and discomfort, it is important that

the chiropractor makes them feel comfortable

and speak to them in a pleasant tone. By exhib-

iting good bedside manner, the chiropractor

will make the patient feel at ease and feel good

about bringing the doctor their pain to this par-

ticular individual.

Page 15: Rasmussen Chiropractic

15

SIT

UA

TIO

N A

NA

LY

SIS

SECONDARY RESEARCH

Listen: Chiropractors should also be good listen-

ers. The patient is the only one that can describe

their pain. The chiropractor will need to have a

good ear to really decipher where the pain is

originating. It is important that the chiropractor

listens to all that the patient has to say and gives

them time to speak uninterrupted so that they

can adequately voice their concerns.

Simple: One who takes on the job responsibilities of a chiro-

practor should also be able to explain things very simply.

Since some treatment methods or back conditions can be

quite technical in nature, it is important that the chiropractor

can explain it in such a way that the patient knows what is

wrong and how it can be treated. Having the ability to explain

technical terms and ideas in a simple, easy to understand

manner will please the patient to no end.

Determination: Determination is another positive

trait for all chiropractors to possess. From time to

time a patient will come into the office with a prob-

lem that is not easily diagnosed or treated. The chiro-

practor will need to exhibit a great deal of determina-

tion and show that they will not give up until the is-

sue is resolved.

Leadership: One who is a chiropractor should exhibit won-

derful leadership skills. This is important not only for deal-

ing with patients but staff members as well. Having good

leadership skills enables the chiropractor to make statements

with conviction and get things done around the office. It cre-

ates a more organized and prepared atmosphere.

Page 16: Rasmussen Chiropractic

16

SIT

UA

TIO

N A

NA

LY

SIS

SECONDARY RESEARCH

Growing the Business

Chiropractors held about 49,100 jobs in the United States in 2008, according to the Bureau of Labor Statistics, and that

number is expected to increase by 20 percent between 2008 and 2018. That rapid spike in employment is much faster

than the national average, according to the bureau. With 44 percent of chiropractors working in self-employed positions,

marketing becomes an important tool in helping a chiropractic office establish a presence in the community and effec-

tively compete with other enterprises. By creating and/or focusing on some of these listed marketing strategies, Rasmus-

sen Chiropractic LLC will see an increase in patient numbers because this is ultimately what brings in new business.

Attractive Office Bulletin Boards: Outfit the chiro-

practic office with a marketing bulletin board contain-

ing patient testimonials, photographs, upcoming

events, health tips and interesting articles about chiro-

practic care. This marketing idea allows customers to

become more educated consumers, possibly increasing

referrals. Including cute photos of your pets or chil-

dren can project a nurturing image to clients.

Hold Free Events: Present your chiropractic office as the

go-to resource in the community for free lectures and

seminars relating to chiropractic care. These free events

are a handy way to bring new visitors into your office.

Lectures and seminars might focus on topics including

back care, the positive effects of chiropractic care, or

how to find out if health insurance policies cover chiro-

practic care. Consider alerting the press about these

events for coverage and free publicity.

Page 17: Rasmussen Chiropractic

17

SIT

UA

TIO

N A

NA

LY

SIS

SECONDARY RESEARCH

Establish Referral Systems: Chiropractic offices can create or promote referral systems that offer benefits to patients

who consistently refer new patients. Rewards might include reduced-price, free treatments, or gift certificates for chi-

ropractic care. Consider keeping stacks of referral cards in the office so that departing patients can take these with

them after treatments to pass on to friends and family members.

Go Online: Electronic newsletters, online appointment reminders and friendly electronic notes are efficient market-

ing ideas that should be used judiciously by chiropractic offices. Since this is an inexpensive marketing idea, you

might be tempted to overuse these strategies. If clients become annoyed, they might delete your carefully crafted

online marketing messages, so use online strategies with care and keep messages brief ("15 Practice Marketing Ide-

as That Work"). Online newsletters can link to interesting articles or video footage. For instance, you might include

footage of a chiropractic technique being demonstrated. Links to authoritative medical articles about the safety and

efficacy of chiropractic care, including recent research articles, may also be interesting to chiropractic patients.

Page 18: Rasmussen Chiropractic

18

SIT

UA

TIO

N A

NA

LY

SIS

CLIENT PROFILE

Our client is Rasmussen Chiropractic LLC located in New Albany, Indiana. Rasmussen Chiropractic has been

located in New Albany since 1991 and has been a prominent member of the community since then. Even though they

have been in business since 1991, Rasmussen Chiropractic has not been able to fully establish themselves as a unique

brand or able to fully distinguish themselves from other chiropractors in the area. Another current issue that is plaguing

the company is a decrease in new patient numbers, patient retention, and as a result a decrease in profits. The causes of

these problems are a combination of lack of advertising, lack of branding, the poor economy, and the uncertainty of the

Insurance Reform Act.

Client History

Rasmussen Chiropractic LLC is located at 2652 Charlestown Road, New Albany, IN. They are open Monday, Tuesday,

Wednesday, and Friday 9-6 and on Thursdays 1-6. It is owned and operated by Christopher and Sherry Rasmussen. Dr.

Rasmussen has been in practice in New Albany since 1991 after moving his office from Jeffersonville, Indiana. When

he moved, his practice was named Plus Care Chiropractic. On January of 2001 Dr. Rasmussen sold the name Plus Care

Chiropractic to his former associate, Dr. Mark Allen, and changed the name of the practice to its current name Rasmus-

sen Chiropractic.

Page 19: Rasmussen Chiropractic

19

SIT

UA

TIO

N A

NA

LY

SIS

CLIENT PROFILE

Client History cont.

Rasmussen Chiropractic employs a staff of nine that includes two doctors, Dr. Chris Rasmussen and Dr.

Douglas Breger, and two physical therapists. It is a family owned and run business. Sherry Rasmussen is the office

manager and is in charge of all of the business decisions including advertising. Sherry also runs the insurance depart-

ment along with Jackie Bryant and Jesse Rasmussen. Currently two doctors see an average of approximately 250-

300 patients a week respectively. This average is declined from past years where the average was about 350-375 pa-

tients per week.

An analysis of the years 2005-2010 shows that they have seen a total of 2,943 patients from the region of

southern Indiana and the greater Louisville area. Among those 2,943 patients, approximately 55% of them are fe-

male. Most of the patients of Rasmussen Chiropractic in the last five years have either been between the ages of 25-

44 and 45-64, with both age ranges accounting for 33% of the patient volume respectively. Geographically approxi-

mately 35% of the patients come from New Albany which is the largest percentage from one geographic location.

The second largest is Jeffersonville, Indiana which comprises approximately 11% of the total patient population. On-

ly about 5.5% of the total patients seen came from Kentucky.

Page 20: Rasmussen Chiropractic

20

SIT

UA

TIO

N A

NA

LY

SIS

CLIENT PROFILE

According to the 2010-2011 snapshot, people ages 25-44 and 45-64 make up approximately 26.3% and 26%

respectively of Clark County. The Median Household income of Clark County in 2008 was $48,572. The cities of

Borden, Charlestown, Clarksville, Jeffersonville, Sellersburg, and Utica all reside in Clark County. Those cities rep-

resent 1.9%, 3.6%, 5%, 11%, 6%, and 0% respectively of the total patients seen over the last five years. In Floyd

County, the age statistics are the same with median Household income in 2008 being $50,678. The cities of

Georgetown, Greenville, and New Albany reside in Floyd County. Each of these cities providing four percent, 1.7

percent, and 35 percent of the patients respectively for Rasmussen Chiropractic in the last five years. The client Ras-

mussen Chiropractic LLC has declined to share sales figures with us at this time.

Page 21: Rasmussen Chiropractic

21

SIT

UA

TIO

N A

NA

LY

SIS

CLIENT PROFILE

Sales Data

Location Sales

Volume Range

Location Sales

Volume Actual

$1-2.5 Million $1,488,000

Positioning

Chiropractors in general have a mixed review from the general pub-

lic. They are either revered as an amazing benefit or as “ambulance

chasers” who reap the benefits for others downfalls. The general Tar-

get Audience tends to hold on to the negative opinion of chiroprac-

tors. By executing ads that show the everyday benefit of chiropractic

care, we hope to reposition Rasmussen Chiropractic as a company

who cares about everyday wellbeing.

Creative Strategy

Most of the previous advertising attempts have several themes in common. The first is the use of testimonials. Over the

years, Rasmussen Chiropractic has collected several compelling testimonies ranging from children with conditions they

were born with to elderly men and women with chronic conditions. Testimonials are have been a large part of the past

and current advertising for Rasmussen Chiropractic. They have been used in the radio spots and they have recently

filmed them in order to put them on their website. Other common themes in previous advertisements include healthy

lifestyle, pain management, and value.

Page 22: Rasmussen Chiropractic

22

SIT

UA

TIO

N A

NA

LY

SIS

CLIENT PROFILE

Currently the advertising budget for Rasmussen Chiropractic is approximately $500 a month. This has fluctuated

over the years but due to the current economic conditions and decreased profits, this is not projected to go up. Currently

most of the advertising has been cut back due to insufficient funds. They have not deferred however, from the same strate-

gies or messages over the last five years. The messages of pain relief and wellness have been a constant in all of their prac-

tices. Currently they are focusing on mostly print media and local sponsorships. They are planning to expand the budget

when they have a better idea of how the year will turn out.

Previous advertising media included newspaper, radio, direct mail, local television, yellow page, and sponsorships.

The previous newspaper endeavors have included paid for ad space in the New Albany Tribune and Courier Journal as

well as articles written about the office in the New Albany Tribune. The radio advertising endeavors have included pur-

chased commercial time with testimonials on Cox radio which includes Lite 106.9, 107.7 SFR, 103.9 WRKA, and New

Country 103.1. In the mid 90‟s Dr. Chris also hosted a radio show on a local AM Christian station. Rasmussen Chiroprac-

tic mails out direct mail pieces three times a year featuring patient appreciation weeks and referral coupons. They are also

included in the Val Paks. Local television and sponsorships have both been a part of endeavors featuring local schools

such as New Albany High School or the Grant Line Girls Softball league. New Albany High School has both a radio and a

television station where Rasmussen Chiropractic has purchased time.

Advertising Expenditures

Page 23: Rasmussen Chiropractic

23

SIT

UA

TIO

N A

NA

LY

SIS

CLIENT PROFILE

Advertising Expenses Primary SIC Ad

Size

$20,000 to $50,000 Display Ad

Example of Direct mail Newsletter

Example of yellow page ad

Page 24: Rasmussen Chiropractic

24

SIT

UA

TIO

N A

NA

LY

SIS

CLIENT PROFILE

Rasmussen Chiropractic has been an active member of the surrounding community

since it first opened its doors. Dr. Rasmussen has done health screenings at local ele-

mentary and high schools and was once the team doctor for the Clarksville High School Basketball team. He

has also sponsored and helped coach several local softball leagues. The associate doctor, Dr. Breger, is also an

adjunct professor at IUS and participates in all health screenings put on by Rasmussen Chiropractic. Rasmus-

sen Chiropractic is also a member of One Southern Indiana, the small business bureau.

Example of Google ad

Example of Val Pak cou-

Page 25: Rasmussen Chiropractic

25

SW

OT

Strengths:

Rasmussen Chiropractic has a good reputation.

RC is family owned.

RC‟s demographic has an interest in wellness.

It will be possible to increase customer retention.

Weaknesses:

Customer retention is low.

People are not aware of the benefits that Rasmussen can offer.

RC has not done very much advertising in the past.

Most people associate chiropractic with injuries due to acci-

dents or aging.

Opportunities:

Most of our target audience is interested in living healthier

lifestyles.

Going to Rasmussen Chiropractic early will save the con-

sumer money in the long run.

RC is open to advertising and generating awareness and are

financially capable of doing so.

Threats:

With the current economic climate and the lack of insurance

available for the chiropractic industry, many may not have

the income.

Many who have been to a chiropractor are indifferent about

their experience or go simply due to an injury.

Competitors offer various unique features that RC does not.

Many view chiropractic care as unnecessary and sometimes

unethical

Page 26: Rasmussen Chiropractic

26

SIT

UA

TIO

N A

NA

LY

SIS

COMPETITOR ANALYSIS

Chiropractors have been around since 1895. In whatever town you live there is some form of chiropractic

work. For the New Albany area there are over 70 offices, all with a different angle on how to get your business.

Based on the area code of Rasmussen Chiropractic (47150) we have chosen to focus on the top three of their direct

competitors based on their internet and advertising presence in the community. All four offices are located in Floyd

County, Indiana.

1st Choice Health and Wellness and McAllister Chiropractic offer new and advanced no touch techniques to

try and draw people in. For this reason we feel that they are the biggest competition for Rasmussen Chiropractic.

Our Secondary Competitor is Cornerstone Chiropractic. They‟re foundation and office structure is very similar to

Rasmussen Chiropractic, however their SOV in the target market area is very minimal that we feel that any amount

of advertising we do will overshadow them and make them less of a threat.

McAllister Chiropractic

Cornerstone Chiropractic

1st Choice Health and Wellness

Page 27: Rasmussen Chiropractic

27

SIT

UA

TIO

N A

NA

LY

SIS

COMPETITOR ANALYSIS

Compare Advertising Techniques

Rasmussen Chiropractic-

Valpak coupon

Free Initial consultation

Google ad

Webpage

Yellow page ad

McAllister Chiropractic-

Initial consultation free

Linkedin.com

Facebook page

Webpage

1st Choice Health & Wellness-

Yellowpages.com

Linkedin.com

Webpage

Cornerstone Chiropractic-

Webpage

Company Name Location Sales Vol-

ume Range Advertising Expenses Primary SIC Ad Size

Rasmussen Chiroprac-

tic LLC $1-2.5 Million $20,000 to $50,000 Display Ad

Cornerstone Chiroprac-

tic Less Than $500,000 $5,000 to $10,000 Bold

McAllister Chiropractic Less Than $500,000 $5,000 to $10,000 Display Ad

First Choice Health &

Wellness $500,000-1 Million None reported None reported

Page 28: Rasmussen Chiropractic

28

SIT

UA

TIO

N A

NA

LY

SIS

COMPETITOR ANALYSIS

PRIMARY COMPETITOR: 1st Choice Health & Wellness

Doctor L. Christopher Nunier, Tim Miller PT,

Dr. Michael Norman

http://www.1stchoicehealthandwellness.com

Company History- This office offers the

benefit of having a Physical Therapist on

staff, allowing patients to receive a full range

of bodily care. The doctors continually study

the newest advances to insure they have the

most u-to-date knowledge to offer their pa-

tients.

New Developments-

Cold laser therapy- helps heal injured tissue without touch-

ing the body. Relieves pain and treats sprains and joints

Detoxification- Detoxification foot bath. Benefits are in-

creased energy, better sleep, reduced allergy symptoms

and clearing skin conditions

Hivamat- Electrostatic Therapy- pulsed electrostatic energy

which causes a „kneading‟ effect on damaged tissue Special offers-

None listed on website

Page 29: Rasmussen Chiropractic

29

SIT

UA

TIO

N A

NA

LY

SIS

COMPETITOR ANALYSIS

Company Name Primary

Description

Primary

Year Appeared

Franchise

Description

Location Sales

Volume Range

Location Sales

Volume Actual

First Choice Health &

Wellness

Physicians &

Surgeons 1997 Family Practice $500,000-1 Million $597,000

Company Logo

Sample Ad

Page 30: Rasmussen Chiropractic

30

SIT

UA

TIO

N A

NA

LY

SIS

COMPETITOR ANALYSIS

PRIMARY COMPETITOR: McAllister Chiroprac-

tic

Company History- This Company

focuses on wellness to be care

without unnecessary drugs. Dr.

McAllister believes all health

problems have three causes: trau-

ma, stress and pollution. They of-

fer the corrective care needed to

overcome the health problems as-

sociated with these causes.

New Developments-

Weight loss- The average weight loss for people using the 9-day

Cleans and Fat Burning System is seven pounds.

The Pettibon System-

Wobble chair- pumping force produces fluid exchange

between spinal discs

Repetitive cervical traction

Vibration Platform- machine causes muscles to rapidly

contract while changing positions to focus on correct

muscles

Massage Therapy

Physical Therapy

Page 31: Rasmussen Chiropractic

31

SIT

UA

TIO

N A

NA

LY

SIS

COMPETITOR ANALYSIS

Special offers- Initial Consultation Free

Company Logo

Sample Ad

Company

Name Description

Primary

Ad Size

Primary Year

Appeared Description Description

Location Sales

Volume Range

Location Sales

Volume Actual

Insurance

Expenses

Legal

Expens-

es

McAllister

Chiropractic

Chiropractors

DC Display Ad 1994

Sports

Medicine &

Injuries

Pain Control Less Than

$500,000 $372,000

$5,000 to

$10,000

$1,000

to

$2,500

Page 32: Rasmussen Chiropractic

32

SIT

UA

TIO

N A

NA

LY

SIS

COMPETITOR ANALYSIS

SECONDARY COMPETITOR: Cornerstone Chiropractic

Dr. Douglas Kane

www.mydrkane.com

Company History- “Chiropractic care can

boost your health, increase energy and will

change your life.” Dr. Kane focuses on the ba-

sics and helping patients understand what is go-

ing on with their body from the first visit. His

main goal is to improve his patients quality of

life.

New Developments- none specified

Special offers- None listed on website

Company

Name

Year

Appeared Description Description

Location

Sales Vol-

ume Range

Location

Sales Vol-

ume Actual

Advertising

Expenses

Primary

SIC Ad Size

Cornerstone

Chiropractic 2010

Chiropractors

DC

Chiropractic

Doctor Info

Bureaus

Less Than

$500,000 $372,000

$5,000 to

$10,000 Bold

Page 33: Rasmussen Chiropractic

33

TA

RG

ET

MA

RK

ET

AN

AL

YS

IS

CONSUMER ANALYSIS

Psychographic Profile

According to the article “Comparative Analysis of Individuals With and Without Chiropractic Coverage,” back

pain alone stands for more than $100 billion in annual US health care. That makes back pain the second leading

reason for hospital visits. So the market is out there, we are just trying to get them to come to Rasmussen Chiro-

practic LLC. By increasing our brand awareness, this will allow us to bring in more revenue. Consumers need

Rasmussen Chiropractic LLC to help better their lives and their futures by eliminating the aches and pains that

can prevent them from enjoying both their lives, and their futures.

Page 34: Rasmussen Chiropractic

34

TA

RG

ET

MA

RK

ET

AN

AL

YS

IS

CONSUMER ANALYSIS

Geographic Profile

We are primarily trying to focus our advertising efforts towards the New Albany, Clarksville, and Jeffersonville

area. Louisville is not one of our main focuses due to the fact that we would be entering into a new competitors

market. Rasmussen Chiropractic LLC takes all types of clients, but due to the expenses, a lot of our consumers

need insurance to visit a chiropractor.

Demographic Profile

We are targeting for the age group of 22 to 55, because According to the article “Comparative Analysis of Indi-

viduals With and Without Chiropractic Coverage,” of the age groups that has coverage, the age group 22 to 55

accounts for 49 percent. Of all the age groups of those without the coverage the age group 22 to 55 accounts for

52 percent. Based on these statistics we see that this age group accounts for a good majority of consumers.

Page 35: Rasmussen Chiropractic

35

OB

JEC

IVE

S

Communication Objectives

To increase patient retention by two to three visits.

To increase Chiropractic awareness amount the Southern Indiana region

Marketing Objectives

To increase new patients by three percent in the first six months of the campaign

To increase new patients by six percent in the first year

To increase vitamin and supplement sales by five percent

Advertising Objectives

Cognitive: To create awareness of the long lasting benefits of Chiropractic Care

Affective: To reposition the image of chiropractors to being a necessary need for overall wellness

Connotative: To stimulate the target market to visit Rasmussen Chiropractic for an initial consultation

Page 36: Rasmussen Chiropractic

36

MA

RK

ET

ING

ST

RA

TE

GIE

S

TARGET MARKET STRATEGY

We are targeting the age group of 22 to 55, because According to the article “Comparative Analysis of In-

dividuals With and Without Chiropractic Coverage,” of the age groups that has coverage, the age group 22 to 55

accounts for 49 percent. Of all the age groups of those without the coverage the age group 22 to 55 accounts for 52

percent.

The three largest sources of new business are referrals, Internet ads and events.

By creating and/or focusing on some of these listed marketing strategies, Rasmussen Chiropractic LLC will see an

increase in patient numbers, because this is ultimately what brings in new business.

• Attractive office bulletin boards

• Hold free events

• Establish a referral system

• Use the mail

• Go online

In addition, the current advertising budget for Rasmussen

Chiropractic is approximately $500 a month. This has fluctuated

over the years but due to the current economic conditions and de-

creased profits, this is not projected to go up. We are primarily

trying to focus our advertising efforts towards the New Albany,

Clarksville, and Jeffersonville area. Louisville is not one of our

main focuses due to the fact that we would be entering into a new

competitors market.

Page 37: Rasmussen Chiropractic

37

MA

RK

ET

ING

ST

RA

TE

GIE

S

MEDIA STRATEGY The media strategy that we have planned for Rasmussen Chiropractic is a simple one. We want to use media

that are cost effective, reach our target audience, and if possible, complement each other. The media that we have se-

lected, social media, internet, print, and radio fit all of those criteria. We want to reach at least 70% of our target audi-

ences and the media we have selected do just that. The print ads in the local magazine, Fitness Source, will have a

high circulation in southern Indiana. This is great but we still need to make sure that our messages get heard.

Rasmussen Chiropractic is already an established business but it has a branding problem. We decided to put slight-

ly more emphasis on frequency over reach. This is why used radio in our media mix. It is difficult to find another me-

dium that can deliver the more frequency since many listen in their cars and at work. In order to compliment the radio

spots we have created a Facebook page that we can send people to.

The last medium that we selected was web advertising. This can sometimes be a difficult medium to use. We chose

to affiliate Rasmussen Chiropractic with a reputable news organization for a few reasons. Wave 3 News gave Rasmus-

sen Chiropractic exclusivity among Chiropractors on their local pages so any messages that we send via that ad won‟t

be confused for another chiropractor. Advertising with a reputable news organization also allows Rasmussen Chiro-

practic to associate their brand with WAVE 3.

Page 38: Rasmussen Chiropractic

38

MA

RK

ET

ING

ST

RA

TE

GIE

S

CREATIVE STRATEGY

In order to help with the branding process for Rasmussen Chiropractic, we are going to keep the key messages

down to one or two. All of the advertising will have feature the same taglines and logos in order to keep a since of

continuity with the campaign.

Key Messages

Rasmussen Chiropractic will help you live a happy pain free, drug free lifestyle.

Rasmussen Chiropractic is a family owned business that has been serving Southern Indiana for over 20

Rasmussen Chiropractic is a locally based chiropractic office. The Target audience all lives within a reasonable

distance from the office, for that reason we are basing all of our advertising methods within the New Albany ar-

ea. Rasmussen Chiropractic has been around for a while and so we need to focus on the frequency of the adver-

tising instead of the reach.

Page 39: Rasmussen Chiropractic

39

MA

RK

ET

ING

ST

RA

TE

GIE

S

MEDIA EXECUTION

NEWSPAPER ARTICLE

Rasmussen Chiropractic is within the New Albany Tribune circulation so we

know that this newspaper will hit our target audience the strongest. We want to do a

feature article on the chiropractic office to help put the office in a very friendly wel-

coming perspective.

The upsetting part about newspaper advertising is that the paper itself has a one day lifespan and once

people put it down it‟s hard to keep what they saw in their minds. It also takes a little bit of effort and a catchy

title to break through the clutter and get the reader to narrow in on our article. Fortunately, it is a very local pa-

per and the audience cares more about what is printed because it usually pertains to their lives more so than na-

tional newspapers. Also, by using the New Albany Tribune, we will be able to hit our target audience exactly.

As a bonus feature, we will write in the article that anyone who brings in the article will receive a free initial

consultation.

Page 40: Rasmussen Chiropractic

40

MA

RK

ET

ING

ST

RA

TE

GIE

S

MEDIA EXECUTION

Newspaper article:

Rasmussen Chiropractic is a family owned and operated business. Dr. Rasmussen has been in practice for over 20 years, most of

which have been in the Southern Indiana area. Originally in practice in Jeffersonville, IN, Dr. Rasmussen opened Plus Care Chiropractic

along with Dr. Mark Allen. In 1991 Dr. Rasmussen opened a satellite office in New Albany and allowed Dr. Mark Allen to run the prac-

tice in Jeffersonville. After much consideration, Dr. Rasmussen sold the Jeffersonville practice to Dr. Allen and renamed his practice; Ras-

mussen Chiropractic. He has been located at 2652 Charlestown Rd since he first moved here in 1991.

Rasmussen Chiropractic is run by Dr. Rasmussen and his wife Sherry. They have four children and all four have worked in the

practice. Rasmussen Chiropractic is a member of the One Southern Indiana small business association and is a member in good standing

of the Better Business Bureau. Dr. Rasmussen has sponsored many local events such as New Albany High School Theatre programs,

WNAS high school radio, New Albany Floyd County little league baseball teams, and more.

Even with all of this history in New Albany they still have a brand identity problem. While people may recognize the location and

recognize that a Chiropractic office is there, they do not immediately associate it with Rasmussen Chiropractic. This has been an ongoing

problem for years but has finally come to a head with recent economic problems and declining patent problems. Rasmussen Chiropractic

has asked our agency to help establish a Rasmussen Chiropractic brand, increase new patients, and to help establish initiatives that would

increase overall patient retention.

NEWSPAPER ARTICLE EXECUTION

Page 41: Rasmussen Chiropractic

41

MA

RK

ET

ING

ST

RA

TE

GIE

S

MEDIA EXECUTION RADIO COMMERCIAL

In order to reach people with an appropriate frequency we have decided that radio is an appropriate medium. The problem

with radio is that it is not the most cost effective way to reach our target audiences due to the large coverage area that the local sta-

tions have. In order to make this more cost effective we have allied ourselves with three other small Chiropractors in the kentuck-

iana area to create a “Chiropractic Spotlight” radio ad. This 60 second ad will feature one important fact about Chiropractic medi-

cine for the first 30 seconds and then the last 30 seconds will highlight one of the four Chiropractors. (See budget section for cost)

The three chosen Chiropractic practices were chosen either because of a previous relationship between the doctors or

because they are located outside of our target area so as not to directly compete with us. No chiropractors were selected from New

Albany due to the close proximity and high likelihood for confusion in the ads. All three doctors have worked with either Dr. Ras-

mussen or Dr. Breger. The three selected were Plus Care Chiropractic, Scott County Chiropractic, and Highland Chiropractic.

The radio ad will air on WXMA and WLRS. Both stations have a target audience of women 25-54. On WXMA 15 spots

will air per week and on WLRS a total of 8. The spots on WXMA will have 2.0 frequencies, a Net Reach of 17,200, 13.9 GRP‟s

and a CPP of $64.75 which is divided by the four Chiropractic offices. The spots on WLRS will have a frequency of 1.6 and a

New Reach of 1,700, with 1.2 in GRP‟s and a CPP of $83.33 which will again be divided by the four Chiropractic offices. The

total Net Reach is 18,700 with the total GRP‟s at 15.1 and a final CPP of $66.23 divided by the four Chiropractors.

Page 42: Rasmussen Chiropractic

42

MA

RK

ET

ING

ST

RA

TE

GIE

S

MEDIA EXECUTION

HARVEST HOMECOMING BOOTH

A booth at a huge local event is an excellent way of getting the company‟s name to more people. We will

be definitely increasing our reach through this effort. At the booth we will offer scoliosis screenings with infor-

mation on how the office can help correct this condition. There will be opportunities for those passing by to stop

and talk with a doctor about any questions they may have about a certain condition they have or general questions

about chiropractic methods. There will be brochures that potential consumers will be able to take with them.

We will want to make sure they have to an opportunity to make an appointment to come in right there at

the booth. This way we are able to reduce the gap between stopping at the booth and when they actually call to

make an appointment. We will also want to make sure there is some sort of game to attract more people to the

booth, such as parents with children.

Page 43: Rasmussen Chiropractic

43

MA

RK

ET

ING

ST

RA

TE

GIE

S

MEDIA EXECUTION

WAVE 3 WEBSITE

In order to drive traffic the Rasmussen Chiropractic website, we have decided to advertise with WAVE 3

news. Their website features national and local news portals. They have the news portals broken down by county.

Rasmussen Chiropractic will be one of 7 local businesses and the only Chiropractor to advertise on the Floyd

county news page. This will be featured for 1 calendar year. It will link directly to both the Rasmussen Chiroprac-

tic website and their Facebook page. In addition to this they are creating a video for the office which will allow the

doctors and staff to talk about what makes Rasmussen Chiropractic different and some of the benefits of Chiro-

practic medicine. This video will be shot by professional videographers and professionally edited. The resulting

video will be featured on the WAVE 3 website, Rasmussen Chiropractic website and Facebook page, as well as be

posted to YouTube.

This allows us to reach members of Floyd County interested in local news. It will also allow us to poten-

tially reach those outside of our geographic target area who are interested in Floyd County issues such as those

with family in Floyd County or who work there. WAVE 3 will also allow Rasmussen Chiropractic access to the

website so they can change the ad at anytime on their own. See budget section for cost.

Page 44: Rasmussen Chiropractic

44

MA

RK

ET

ING

ST

RA

TE

GIE

S

MEDIA EXECUTION

FITNESSSOURCE MAGAZINE

FitnessSource Magazine is a monthly publication that circulates around Southern Indiana. It is dedicated to

help those interested improve their level of fitness and wellbeing. They focus on Nutrition, Fitness, and health. This

magazine will reach potential customers with a median household income of more than $76,000 annually. The gen-

eral demographic of readers are those who are engaged in their communities, educated, and have an understanding

of the importance of healthy living. They are seeking better health and are able to pay for it.

There are different pricing for different size ads, but this is what we feel

will be the most cost efficient and bring in the most customers. The pricing

for a half page advertisement in FitnessSource is as follows:

1x = $495.00/mo. 6x = $425.00/mo. 12x = $370.00/mo.

Page 45: Rasmussen Chiropractic

45

MA

RK

ET

ING

ST

RA

TE

GIE

S

MEDIA EXECUTION

VIDEO BULLETIN BOARD

There is a small period of time between when the patient enters into the office and when they go back to

visit with the doctor. During this time they sit in the waiting room which is a perfect place to put a video bulle-

tin board. This bulletin board can have reminders about events to look forward to, reminder about referral re-

wards, Testimonials from various patients and patient appreciation spotlights.

We would love to also put messages from the staff as well as healthy living tips. We can also offer pa-

tients the opportunity to advertise their own business on the video bulletin board. The biggest benefit of this

method is consumer involvement. They are able to feel more familiar with the office staff and have a more per-

sonal experience. These are what help keep patients

around longer.

Page 46: Rasmussen Chiropractic

46

PR

OM

OT

ION

/IMP

LE

ME

NT

AT

ION

BUDGET

Rasmussen Chiropractic Advertising Budget 2012

January

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

February

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

March

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

April

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

Page 47: Rasmussen Chiropractic

47

PR

OM

OT

ION

/IMP

LE

ME

NT

AT

ION

BUDGET

Rasmussen Chiropractic Advertising Budget 2012

May

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

June

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

July

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

August

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

Page 48: Rasmussen Chiropractic

48

PR

OM

OT

ION

/IMP

LE

ME

NT

AT

ION

BUDGET

Rasmussen Chiropractic Advertising Budget 2012

September

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

October

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

Harvest Homecoming 4 days $300

November

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

December

Media Length of time Cost

Radio 2 weeks $2000 / 4 = $500

WAVE 3 Website 1 month $199

Fitness Source Mag. 1 month $370

Page 49: Rasmussen Chiropractic

49

PR

OM

OT

ION

/IMP

LE

ME

NT

AT

ION

TIMELINE

MONTHLY BREAK DOWN OF TIMELINE

Jan Feb Mar April May June July Aug Sept Oct Nov Dec

Radio Ad Wave 3 website FitnessSource Magazine Harvest Homecoming Newspaper Article

As you can see, we are proposing a continuous advertising technique. The month-by-month breakdown

can be found in the following pages. Basically, the radio commercial will run every other week, week

days only. The wave 3 website can be continually accessed by potential consumers. The fitness source

magazine comes out with a new magazine every month, and we will be running the ad for 12 months.

Page 50: Rasmussen Chiropractic

50

EV

AL

UA

TIO

N

We want to insure that the money being budgeted for advertising by Rasmussen Chiropractic is not going to waste. To

do this we have suggested various forms of evaluation to measure the campaign as a whole as well as the individual

advertisements by themselves. This will help us avoid costly mistakes and determine if our objectives are being

Presenting Finished Ad: We want to know what the current patients think about the campaign before it ever gets

well underway. What we will do is make up an ad for the FitnessSource magazine and leave it in the waiting room.

The receptionist will ask the patient if they wouldn‟t mind taking a second and writing down what they think about

the ad and placing it in a box right next to it, that way their responses are anonymous and they can feel free to speak

Measure Advertising Pull: For the duration of the campaign we would recommend that there be a spot on the new pa-

tient forms to indicate what brought them into the office. It will be very important for the receptionist to log the pa-

tient‟s reason into a database to keep accurate track of what is bringing them in. This should also be done when people

bring in the free consultation coupon and where they got the coupon. Overall, the biggest indicator of our campaigns

success is by measuring how many new clients have come to the office.

Page 51: Rasmussen Chiropractic

51

CL

OS

ING

SU

MM

AR

Y

There has been much time, effort, and consideration into creating a creative campaign

that will put Rasmussen Chiropractic in the minds and future business plans of many

current patients, potential patients, and community groups.

Through primary and secondary research, we have narrowed a target audience that will

best suit this campaign. We believe that our goals to heighten awareness, increase busi-

ness and client base, and strengthen the image of Rasmussen Chiropractic will be easily

met through the many strategies and tactics that will be executed throughout the year.