Complete a Marketing Strategy for Chiropractic Office

As a partner in my wife's chiropractic business we recently purchased a machine used for spinal decompression. The value of purchasing this machine adds specialization to the facility as industry leaders for non-surgical options. My wife and I had to develop a marketing strategy to ensure the success of our new spinal treatment option.

We had to develop our business objective specifically for the spinal decompression machine. The objective to set our business ahead of industry standards, produce non-surgical options for patients seeking alternatives to painful surgery.

Our customer target are patients with severe spinal issues including disc bulges and disc herniation. These patients have already had MRI diagnostics and have been previously consulted surgically.

In the Rochester area their are only two competitors that have this type of equipment in their office. We have strategically placed our selves on the west side of Rochester, NY and our competitors reside on the north and east side of Rochester, NY.

Due to the expense of the equipment we identified our core strategy must produce quick results. In order to accomplish our goals the core strategy included television broadcasting, radio, and web-site optimization. In our advertising campaign we established our value proposition two-fold through client testimonials in our radio campaign and a personalized message from my wife the doctor in the TV ads.

Our product positioning is streamlined through the core strategy and value proposition we developed. The marketing mix is the final set of decisions necessary to complete the marketing strategy. We set our price consistent with our competitors in order for the community to have price consistency and gain product knowledge. We researched our media outlet a local broadcast TV and radio media station for their news worth reputation in the Rochester, NY community.

The complete marketing strategy in chapter two of the Marketing Management book aided my wife and I to develop a marketing strategy for our chiropractic business venture.