Cannon Pointe Chiropractic
Team F
Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman
Current Situation
Cannon Pointe, Current Marketing Plan
Current Marketing Plan
Preopening survey
 Promotional gift baskets
 Fliers
 Healthy cooking classes
 Press release in The Northfield News
 Word-of-mouth and personal referrals

Competition

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



Northfield Chiropractic
Cram Chiropractic
Corbett Chiropractic
Pete’s Chiropractic
Nobel Chiropractic
Sigstad Chiropractic Center
Macro Environment Analysis
Cultural, Demographic, Social, Technology,
Economic, Political
Macro Environment

Cultural
 Health

and Wellness
Demographic
 Median
Income
 Families
 Prominent

Ethnic Group
Social
 Yoga
Mom
Macro Environment cont’d

Technological
 Internet

Access & Use
Economic
 Payment

Methods
Political/Regulatory
 Health
Care Reform: Harkin Amendment
SWOT Analysis
Strengths
Weaknesses
• Specialties
• Focus on families
• Location
• Unknown/emerging
brand name
• Specialty unknown
• No established client base
Opportunities
Threats
• Social trends: Yoga Moms
• Local population familiar with
traditional chiropractic care
• Competitors have limited
online presence
• Misinformed public
• Four well-established clinics in
Northfield (10+ yrs experience)
• Some consumers prefer other
forms of treatment
Marketing Strategy
Segmenting, Targeting, Positioning
Segmentation: Mass Marketing
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

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24-50 years old
Annual household income $40K+
Mothers 24+
Children with ADHD and autism
Those suffering from lower back or neck pain
Target Market
Moms
 24+ (late 30s, 40s, and 50s)
 Annual household income around $50K
 Interest in personal health and their
family’s health

Positioning

Salient Attributes
 Functional
Neurology
 Acupuncture

Increases the importance of informational
approach
Marketing Mix
Product, Price, Place, Promotion
Product
Traditional Chiropractic Care
 Functional Neurology
 Acupuncture
 Dr. Conway as a “product”

 American

Chiropractic Association
In-Clinic without drugs or surgery
 Cost-effective
alternative
Price
Cannon Pointe
• $45 per adjustment
• $100/First time fee
• Waive this during
first 6 months
Northfield
Average
National
Average
• $50 per adjustment
• Two clinics have
first time fees
• $65 per adjustment
Place
Cannon
Pointe
Location
Promotion: Basic Strategy

Community: Building a Business Reputation
 Educate
the public
 Community Involvement

Internet: Ease of Accessibility
 Optimization

In-Office: Generating Referrals
 Print
Materials
 Acknowledgement
Promotion: Expanded Strategy

Ambient Advertising: Place-Based to Widen Target
 Placement

adds meaning to message
Direct Marketing: Retaining Clients
 Informational
 Personal
The Plan in Action
Implementation, Contingency Plan,
Measuring Success
Implementation Plan

Initial Promotions (Prior to opening)
 Health
Screenings
 Web Presence and Optimization
 Community Reputation: Chamber of Commerce

Secondary Promotions (Coincide with opening)
 In-Office
Materials
 Lecture Series

Tertiary Promotions (As possible)
Ambient Advertising
 Acknowledge Client Base


Monitor and Track Successes (Throughout)
Contingency Plan

Penetrate surrounding area
 Dennison,

Dundas, Randolph
Leverage community resources
Measuring Success

Product Success
 Revenue

Price Success
 Monitor

Place Success
 Clinic

Price Sensitivity, Discount Packages
Front Sign
Promotion Success
 Online,
Community Reputation, and Referrals
In Conclusion
evaluate
environmentidentify
potential
client base understand
what they
do NOT define
how to
and
retain
Thank You
Questions?