Scenario 1

You are the Healthcare Manager for NewLife Physiotherapy, a small chain of allied healthcare

clinics in London Ontario that offers Physiotherapy, Chiropractic, and Massage Therapy

services. Your organization currently has 2 successful locations, one in the South End and one

in the West End of the City. Your senior leadership has decided to open a large centralized

location in downtown London which will form the new hub of your business in London. Your

organization is geared towards people who lead active lifestyles and your practitioners have a

client base that is a mix of older patients who are looking to remain active as well as younger

athletes that are amatuer or semi pro. Your patients are not concentrated in any one area of the

city and tend to travel to your existing locations because of the strengths of your brand and your

team rather than out of geographical proximity. Your clinical team is a mix of experienced

practitioners who have established practices and new practitioners that are interested and

willing to work to grow their client base. Your website was updated approximately 2 years ago

and has a modern look and feel, but your social media presence is lacking because your

established practitioners have no need to use the platform or do not understand its value. Your

new practitioners have expressed a willingness to help you with attending marketing events and

generating social media content but you have not yet been able to organize this because your

administrative duties have occupied the majority of your time.

Please Answer

If there is a market?

MARKET DEMAND?

Describe the demand for your product or service, including the size of the market you're entering into. Include any statistics you've discovered, such as where the greatest concentrations of your ideal customer live.

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WHY WILL PEOPLE OR BUSINESSES BUY FROM YOU?

What will you be doing/offering that no-one else is?

What will you be doing better than anyone else is?

What sets you apart?

SWOT ANALYSIS

Can you compete? Key competitors

Outline your key competitors. Outline how you intend to differentiate from them.

Describe the methods you plan to use to convince people to switch to you.

Outline your top 3 customer targets.

Outline your Marketing Plans for each target market

Outline your advertising tactics. Provide details on each of its components - what combination of methods will you use, and why?

Describe how you're planning to use your website to boost awareness. How else are you going to encourage customers to contact you, for example content marketing, free downloads, e-newsletter?

How do you intend to use social media in your business?

Describe what steps you plan to take to boost your credibility. What methods have you used?

How will you encourage referrals?

Outline anything else in your marketing plan that you think is important to include.