Global Wellness by azz yan

1.0 Marketing Vision

To provide superior and high quality physiotherapy services as an alternative to the health treatments and services provided by hospitals.

As physiotherapist’s goal is to help the patient return to as normal a lifestyle as possible.

1.1 Goals

Business

· Revenue of RM2 million per annum

· Membership of 1,000

· 20-bed facility

· Home visits

Strategic

· Top 5 physiotherapy centre

· 5 full-time qualified physiotherapist/experts

Tactical

· Utilize Online Marketing Tools : Website, Facebook, Instagram, Twitter, Email Blasts and other social media

· Approach established specialist hospitals to outsource their similar services

· Ensure services provided are included in medical plan coverage

1.2 Purpose

Sports Physiotherapy is the specialized branch of physiotherapy which deals with injuries issues related to sports people. Sports injuries do differ to everyday injuries. Athletes normally require high level performance and demand placed upon their body which stresses their muscle, joints and bones to the limit. Sports Physiotherapy helps athletes recover from sporting injuries and provide education and resources to prevent problems.

1.3 Picture

A patient coming to our establishment expects a peaceful ambience as portrayed in the pictures seen online and as advertised. However, the personalized attention of the staff will impress them and make them feel comfortable.

Patients will be advised to arrange for prior appointments to minimize waiting time and ensure sufficient time is spent on them. After the sessions, the patients would feel energized and looking forward for their next visit.

A visit to the patient’s home is part of the services offered.Some patients are too injured or in too much pain to leave the house whereas in other cases people simply prefer to receive treatment at home where they are most comfortable.

1.4 Gap Dashboard

| Gap Dashboard | | |
| | Year 1 | Year 2 | Year 3
| Business | | |
| | | |
| · Revenue of RM2 million | 2,000,000 | 2,200,000 | 2,420,000
| · Membership of 1,000 | 1,000 | 1,200 | 1,500
| · 20-bed facility | 10 | 15 | 20
| · Home Visit | yes | yes | yes
| | | |
| Strategic | | |
| | | |
| · Top 5 physiotherapy centre | 0 | yes | yes
| · 5 full-time qualified physiotherapist/experts | 2 | 4 | 5
| · | 10 | 15 | 20
| | | |
| Tactical | | |
| | | |
| · Advertise on Facebook and Instagram | yes | yes | yes
| · Approach established specialist hospitals to outsource their similar services | 0 | yes | yes
| · Ensure services provided are included in medical plan coverage | 0 | yes | yes

2.0 Ideal Customer

Patients who need long-term treatments either from injuries or illnesses. There would also be active treatments available for patients to recover from lingering pains and minimize future reoccurrences.

2.1 Market Needs

The number of patients who needs continuous physiotherapy care has increased tremendously. The services provided will be personalized and attentive with the purpose of understanding the patients’ needs. This added information will enhance the quality, value and delivery of our services.

2.2 Market Trends

The current trend has shown that more people are looking for alternative choices for treatments due to increased congestion in the public hospitals. This results in long waiting time and less time spent with the experts. Limited facilities in the public hospitals are also a contributing factor to the trend.

Private hospitals may also offer similar services at a steeper price and not all patients could afford the costs. This creates a demand for the services that we are providing since the prices would be more affordable. We will also be tapping the less-ventured home visit approach whereby we understand that patients may not have any family members or friends who are available to send them for treatments.

2.3 Market Description

There is an increased number of patients who need regular treatments that are affordable due to ailments, surgeries or injuries. They also prefer personalized care on the management and prevention for the future.

2.3.1 Demographics

Each sport physiotherapist usually has sport-specific knowledge that addresses acute, chronic and overuse injuries. Our services are generally available to sports men and women of all ages engaged in sports at any level of competition.
There is an almost equal ratio between male and female patients.

Ages 13-75, with 40% due to injuries especially for ages 13-30. 60% will consist of patients with ailments or pains mostly ages 35-75.

Our patients prefer more personalized approach and appreciate advice that may lessen and deter future injuries and ailments. With the added benefit of home visits, our patients may prefer a more comfortable surrounding whilst undergoing their treatment. These patients would like for the rest of the family to be involved in the treatment and gain a better understanding of the condition.

2.3.2 Psychographics

A sport physiotherapy is dedicated to providing services to the active individual that includes the prevention, immediate care and ongoing treatment of those injuries

The treatment that we provided is injury caused by sports, recreational and outdoor activities. Most of our patients are athletes, sports persons and outdoor enthusiasts.

2.3.3 Behaviors

Regular Occasions

Our patients need recurring treatments and therefore they will sign up for complete packages to ensure that healthy lifestyle. Basically, the injuries may take time to fully recover. The period of recovery will depend on type of injury such as anterior crucial ligament injury may recover after 6 months and the patients need to go through a periodic treatment session at least twice a week.

2.3.4 Geographic

We have identified an area that is easily-accessible and in close proximity to selected specialist hospitals for easy referrals. The strategic location is in the region of Iskandar Puteri.

2.4 Market Growth

The market for this segment has experienced a steady growth for the past few years due to increased demand and higher expectations from patients who wish for better services.

SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company and describes the opportunities.

Strengths

· Market leader - Iskandar Putri Region

· Strategic location - easily-accessible, fast growth development area

· strong management team

· experience and qualified physiotherapist

· affordable price and attractive package

· Strategic alliance B-B

· Develop working relationship

Weakness

· Lack of brand equity, new company

· Difficulty to create awareness

· All types of regulations when dealing with :

1. Insurance

2. Doctors

3. Patients

4. All referral sources

Opportunities

· Demographic advantages

· Growing of middle and upper class

· Participating in growing market

· The ability to increase the capture of human capital

· Former patienrs

· New patients

· Injury screen

· Business relationship

Threats

· Potential competition - imitators/followers

· High rental charges

· Governmental ruling/regulatory action

· Therapist loyalty

· Other non-affiliated physiotherapy compamies

3.0 Remarkable Difference

3.1 Differentiators

3.2 Direct Competition

Physiotherapist Department Columbia Hospital

3.3 Indirect Competition

Massage parlor/reflexology center

3.4 Model Competitors

4.0 Core Strategy

We aim to become top 5physiotherapy centre that provides superior and high quality physiotherapy services in Johor based on our reputation and our services. We will be considered one of the most expensive options but worth it and satisfied.

4.1 Core Message

We care, you share

4.2 Positioning Goal

4.3 Key Strategic Indicators

4.4 Core Branding Elements

4.4.1 Colors

Blue - symbolizes peace, harmony and give the impact to communication

Red - represents the impact of energy, show courage to recover

Blue and Red - symbolize JDT

4.4.2 Logo

4.4.3 Images

5.0 Marketing Tactics

The single objective of the marketing program is to position Global Wellness as a leading of outpatient orthotic and prosthetic services. The marketing program will seek to first create customer awareness concerning the offered services and then develop the customer base. Specifically, Global Wellness’s marketing program is composed of the following approaches to service, pricing, communication and promotion.

5.1 Services

5.2 Pricing

5.3 Communication

Utilize Friends, Events and Facebook

Send Email Blast

Flyers in clinics and affiliated organizations

5.4 Promotion

6.0 Financials

This section will offer the financial overview of Global Wellness related to marketing activities. Global Wellness will address break-even analysis, sales forecast and expense forecast and indicate how these activities link to the marketing strategy.

6.1 Break-Even Analysis

The break-even analysis (Table 1.1) indicates that

6.2 Sales Forecast

6.3 Expense Forecast

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