Why did SouthCoast need to assess the public’s openness to the idea of an aquatherapy program before initiating a marketing plan? SouthCoast Institute, a rehabilitation hospital with a historical focus on inpatient services, perceived an opportunity to expand its outpatient capabilities. Among its options was the development of an aquatherapy program to supplement the services SouthCoast was already providing for rehabilitation patients. SouthCoast believed that an aquatherapy program would expand the capabilities of its existing program and make physical therapy available to a wider range of patients than historically served by the inpatient program. SouthCoast staff recognized the need for a marketing plan if they were to successfully introduce this new service.

Plan for Planning The decision to explore the development of an aquatherapy program was one result of a major strategic planning initiative by SouthCoast.

Many of the organizational issues had been addressed within the context of the ongoing strategic plan. A planning team was already in place, and a planning framework had been established.