The sports medicine business in the metro area was becoming increasingly competitive. Since he had joined Total Rehabilitation Services two years ago as the company's first certified athletic trainer, Keybeck had seen four new clinics established within five miles (8 km) of the TRS main facility. TRS was definitely feeling the presence of these new clinics. Referrals were down by nearly 30% from the previous year. Keybeck was concerned that if things didn't change soon, he might lose his job because of the business slump.

When Keybeck arrived at work on Monday, he found a note on his desk asking him to report to Andrea, one of the owners of TRS. During a break between his first two patients, Keybeck strolled down to Andrea's office. "Come on in, Keybeck!" welcomed Andrea. "You have been one of the strongest advocates in the company for shifting at least part of our resources into the sports medicine market. Although I have agreed with you, the other partners weren't ready to commit the resources. With the recent business downturn, however, I think they have finally realized that we simply must become more competitive or we will be forced to continue handing patients over to the other clinics in town. Keybeck, I want to be able to make a proposal at the next partners' meeting in three weeks that TRS launch a comprehensive program of sports medicine services targeted at both high school and adult recreational athletes. To be successful, I need your help. You understand these markets better than I do. I want you to develop a comprehensive marketing plan for the new program. Keep in mind that we probably won't hire any new staff until the program has proven its ability to generate revenue. I've arranged to have your patient load reduced by half for the next three weeks so you can devote time to this project. I'm sure you'll have questions from time to time, so don't hesitate to call on me for help. Keybeck, I don't need to tell you how important this is to both you and the company. Thanks for helping me with it."

This was the most excited Keybeck had been since coming to TRS. "Finally," he thought, "I'm going to have the chance to be an athletic trainer and do the work I was trained to do instead of acting like a second-rate hired hand around here."

1. What information does Keybeck need before he can develop a marketing plan? After deciding which questions he should ask, invent plausible answers as if you were in Andrea's position. Keep in mind that the central purpose of the program is to boost the clinic's competitiveness and thereby generate increased revenues.
2. Whom would you market the new sports medicine program to if you were in Keybeck's position? Who would be the primary audience for your marketing effort? Who would be the secondary audience?
3. What techniques would you use to market the program? What evidence exists, if any, to justify the use of these techniques? How do you know they will be effective?
4. Develop a line-item budget for the marketing plan.