Team FKyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman

Cannon Pointe Chiropractic

Cannon Pointe, Current Marketing Plan

Current Situation

Current Marketing Plan Preopening survey  Promotional gift baskets  Fliers  Healthy cooking classes  Press release in The Northfield News Word-of-mouth and personal referrals

Competition Northfield Chiropractic Cram Chiropractic Corbett Chiropractic Pete’s Chiropractic Nobel Chiropractic Sigstad Chiropractic Center

Cultural, Demographic, Social, Technology,Economic, Political

Macro Environment Analysis

Macro Environment

Cultural Health and Wellness

Demographic Median Income Families Prominent Ethnic Group

Social Yoga Mom

Macro Environment cont’d

Technological Internet Access & Use

Economic Payment Methods

Political/Regulatory Health Care Reform: Harkin

Amendment

SWOT Analysis

Strengths• Specialties• Focus on families• Location

Weaknesses• Unknown/emerging

brand name• Specialty unknown• No established client

base

Opportunities• Social trends: Yoga

Moms• Local population

familiar with traditional chiropractic care

• Competitors have limited online presence

Threats• Misinformed public• Four well-established

clinics in Northfield (10+ yrs experience)

• Some consumers prefer other forms of treatment

Segmenting, Targeting, Positioning

Marketing Strategy

Segmentation: Mass Marketing 24-50 years old Annual household income $40K+ Mothers 24+ Children with ADHD and autism Those suffering from lower back or neck

pain

Target Market

Moms 24+ (late 30s, 40s, and 50s) Annual household income around

$50K Interest in personal health and

their family’s health

Positioning Salient Attributes

Functional Neurology Acupuncture

Increases the importance of informational approach

Product, Price, Place, Promotion

Marketing Mix

Product Traditional Chiropractic Care Functional Neurology Acupuncture Dr. Conway as a “product”

American Chiropractic Association In-Clinic without drugs or surgery

Cost-effective alternative 

Price

Cannon Pointe• $45 per

adjustment• $100/First time

fee• Waive this

during first 6 months

Northfield Average• $50 per

adjustment• Two clinics

have first time fees

National Average• $65 per

adjustment

Place

Cannon

Pointe

Location

Promotion: Basic Strategy

Community: Building a Business Reputation Educate the public Community Involvement

Internet: Ease of Accessibility Optimization

In-Office: Generating Referrals Print Materials Acknowledgement

Promotion: Expanded Strategy

Ambient Advertising: Place-Based to Widen Target Placement adds meaning to message

Direct Marketing: Retaining Clients Informational Personal

Implementation, Contingency Plan, Measuring Success

The Plan in Action

Implementation Plan Initial Promotions (Prior to opening)

Health Screenings Web Presence and Optimization Community Reputation: Chamber of Commerce

Secondary Promotions (Coincide with opening) In-Office Materials Lecture Series

Tertiary Promotions (As possible) Ambient Advertising Acknowledge Client Base

Monitor and Track Successes (Throughout)

Contingency Plan Penetrate surrounding area

Dennison, Dundas, Randolph Leverage community resources

Measuring Success Product Success

Revenue Price Success

Monitor Price Sensitivity, Discount Packages Place Success

Clinic Front Sign Promotion Success

Online, Community Reputation, and Referrals 

In Conclusionevaluate

identify

understand

define

educateretainand

reach, how to

environmentpotentialclient base

what they do NOT

Questions?

Thank You