IMC plan for The Brost Clinic : integrated marketing communications in natural health care

Abstract

The following is an Integrated Marketing Communications (IMC) plan developed for The Brost Clinic, a large chiropractic, acupuncture, and natural healthcare clinic with two locations in Wayzata and Medina, Minnesota, USA. Research was conducted by reviewing academic articles, industry data, public figures, patient records, and interviewing doctors and staff at the clinic as well as advertisers. The situations analysis gives detailed background information on The Brost Clinic and the environment in which it operates. It continues on to a proposal for a new IMC plan to deliver the best possible return on investment (ROI) for the clinic's annual marketing budget of 203,000 dollars per year. The US healthcare industry accounts for approximately 17.6 percent (Deloitte Center for Health Solutions, 2011) of total gross domestic product, and there are approximately 60,000 chiropractors competing for their share of the 13 billion dollar industry (American Chiropractic Association, 2008). However, educated consumers are becoming more health conscious and exploring alternative options for maintaining their health. This has evolved politically into major reform of the US healthcare system in the form of the Patient Protection and Affordable Care Act of PPACA of 2010, which creates many opportunities and threats to the chiropractic industry as it takes effect. The local market is saturated with primary and secondary competition. However, the clinic dominates market share, provides more services, and operates at a higher quality of care than any of its primary competitors. The clinic also works in conjunction with many of its secondary competitors, so the competitive landscape is not an issue for The Brost Clinic. The clinic operates in the western suburbs of Minneapolis, where median incomes are significantly higher than national averages (city-data.com, 2009). This has enabled the clinic to continue growing throughout recent recession and changes in the US healthcare system. However, the clinic does have to conform to local and federal regulations, and it will have to respond to changes occurring as PPACA goes into effect in the near future. One significant change that is occurring is the implementation of electronic health records (EHR), which has negatively affected chiropractors productivity as they learn the new system. 2 Most consumers in the US are aware of chiropractic as an alternative treatment for neck and back pain. However, most consumers do not consider treatment until they are in pain. Reports indicate that more consumers in pain or with chronic conditions are searching online for information to treat their conditions. Surveys also indicate that more people are turning to alternative treatments and natural therapies (Deloitte Center for Health Solutions, 2011 ). The Brost Clinic's consumers are affluent, educated, health conscious and receptive to new products and services (Brost B. , 2013). Consumers are predominantly female, and they are geographically concentrated in Wayzata and nearby cities (The Brost Clinic, 2013). A Practice Representative and I will manage the new marketing plan. Under the new IMC plan, the clinic will position itself as a premium natural service provider and integrate messages to communicate charity-based sales promotions. These monthly sales promotions will offer new patients the ability to receive first day service from the clinic for free in exchange for a donation to a charitable organization. The clinic's marketing budget will be allocated mostly to internet marketing, publicity, and PR activities. The remainder will go to paid advertising and direct marketing. Internet marketing will be focused in search engine marketing (SEM), search engine optimization (SEO), and social media. Paid advertising is focused mostly in local print magazines whose reader demographics match the clinic's target market. Under the new plan, phone book directory advertising will be eliminated. Publicity and PR efforts will include complimentary community education, spinal screenings, and other events administered by the Practice Representative.