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Marketing Plan

Ma. Janelle Conlu

Healthcare Management and Administration

INFO 6119 Health Marketing and Reporting

Professor Chantelle Graf-Hashem

April 14, 2023

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Marketing Plan For:

NewLife Physiotherapy

Executive Summary
Objective

NewLife Physiotherapy's objective is to increase brand awareness, attract new patients, and
retain existing patients by promoting the clinic's unique services and expertise.

Vision

To be the premier provider of physiotherapy services, delivering exceptional patient

outcomes through personalized care, innovative treatment techniques, and a commitment to
ongoing education and professional development.

Mission Statement

Our mission is to provide high-quality physiotherapy services to our patients, empowering

them to recover from injuries, manage chronic conditions, and improve their overall physical
health and well-being. We are committed to staying up to date on the latest treatment
techniques and research, and to continuously improving our services to meet the evolving
needs of our patients. Above all, we believe that every patient deserves exceptional care and
attention, and we are dedicated to delivering that care with compassion, professionalism, and
expertise.

Business Description
Organization Name

NewLife Physiotherapy

History and Background

NewLife Physiotherapy is a small chain of Allied Healthcare Clinics in London Ontario that offers
Physiotherapy, Chiropractic, and Massage Therapy. The organization currently has two successful
locations, one in the South End and one in the West End of the city. Management has decided to
open a large, centralized location in downtown London which will form the new hub of your business
in London.

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Business Goals

Management has decided to open a large, centralized location in downtown London which will form
the new hub of your business in London. To establish a strong social media presence as the company
lacks this. Attend marketing events and generate social media content.

Services Offered

Physiotherapy, Chiropractic and Massage Therapy

Online Presence

NewLife Physiotherapy has a strong online presence through an updated and modern-looking
website. This can be improved by establishing online presence through social medias that target
markets would frequent.

1: Is there a market?
It’s important to understand what your customers want to buy, what they are willing to pay and how
you can better position your business so that they are buying from you. Researching the preferences
of non-customers can be tricky, especially if you haven’t started operating yet. The easiest option is to
go online and review the competition and opportunities that exist in your market.

MARKET DEMAND
Avoid making assumptions, because although you’re excited about your business idea, it doesn’t
mean it’ll necessarily translate into a market response. Be as realistic as possible. For example, is
your product or service only going to have a “niche demand”? That is, is it only going to appeal to a
select group of customers rather than a wide-ranging one?

Think about the size of your market. How many people will be interested, in the price you’re charging?
How many of your target customers are in your market?

Talk to your target market – these are the group of consumers at which your product or service is
aimed - and make sure you understand their motivations for buying from you. Consider your
competition and be realistic about whether there’s enough business to go around. Is your product or
service already being offered? Try to get the opinions of people who aren’t biased (friends and family)
to get a realistic sense of 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.

Physical therapy dates back into history. From the therapeutic traditions of ancient China,
India, and Rome to the shamanic healing rituals of the Australian Aboriginals, African tribes,
and Polynesians, medical manipulation techniques have been used in a diverse range of
medical contexts for thousands of years. For centuries, and all over the world, bonesetters

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manipulated joints to aid healing. The demand for this business is essential to a lot of people
(Kay Nias,2019).

According to Statistics Canada, as of 2021, there are 543,551 residents in London. Locals 65
years and older represent the largest group in London with 100,240 individuals (Government
of Canada, Statistics Canada, 2023b).

London is also home to a lot of athletes for the longest time. According to the City of
London, Forest City is home to the London Knights and London Lightning. There are several
other teams across various sports, including the London Tecumseh, FC London, London
Nationals, and London Beefeaters. London's higher education facilities also have numerous
teams like the Western Mustangs and Fanshawe Falcons (Sports in London, Ontario |
Immigration, n.d.-b).

Based on these numbers, while there are a handful of other existing physiotherapy businesses
in London, there is a definite market for the business. The success of these two existing
locations in London with very loyal customers not minding traveling is proof that the market
is good and establishing another location that will serve as a hub in the middle of town will
certainly make the business accessible not just for existing customers but prospective
customers.

WHY WILL PEOPLE OR BUSINESSES BUY FROM YOU?

Just because you’re offering something unique doesn’t mean customers will spend their hard-earned
dollars on your product or service, so you need to have a clear plan of how you intend to grab a share
of that market.

You should know why you believe that customers will switch to you from your competitors. As you
think about your market it is important to get really clear on your product or service. What is unique
about it? Will it be cheaper, come with added features, be easy to buy, access or use? Ask yourself
the following questions:

There are various reasons why a customer may prefer to do business with one company over
another. The main selling point of our business is quality of service. Largely because of the
expertise of my practitioners. This has been proven with the two existing sites as customers
do not mind traveling to far-off locations to avail of the services. Our reputation for providing
high-quality care will generate positive reviews from existing customers. Word of mouth is
still the best form of advertisement, being recommended to friends and family members will
result in people switching over to our business.

Here is a list of potential services that may no one else is offering and will set us apart:

1. Speciality Services
- Specialty services like Sports Physiotherapy, Pelvic Floor Physiotherapy, or
vestibular rehabilitation that cater to specific patient needs can attract patients that
cannot find these services in a regular Physiotherapy Clinic.

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2. Telehealth Services
- With the pandemic happening, telemedicine proved to be a very popular choice of
consultation. Offering virtual physiotherapy sessions is a unique service that can
be offered to patients who prefer to receive their treatment in the comfort of their
home especially customers who has mobility issues.

3. Concierge Services
- In-home visits or one on one sessions with a personal physiotherapist can be
offered to customers who require these types of services. It offers more
convenient and personalized services for these customers.

4. Group Classes
- Group exercise classes like Pilates or strength training can be unique services
offered to customers that allow them to prevent injuries and socialize and connect
to people with the same interests.

SWOT ANALYSIS
A SWOT analysis will help fine-tune your marketing strategy by examining internal and external
factors that may help or hinder your business. Identifying and understanding the strengths,
weaknesses, opportunities, and threats – that’s what SWOT stands for – allows you to address them
and make smarter decisions moving forward. Remember to think about any partners or employees
and how their skills and experience will build complementary strengths and address weaknesses.

Enter the results below.

Outline your strengths and how you will Outline your weaknesses and how you will
maximize them reduce them

- Established brand reputation in - Lack of social media presence

London Ontario and utilization
- Experienced practitioners with - Limited time for administrative
established practices duties
- Diverse mix of services offered - Potential difficulty in
(physiotherapy, chiropractic, transitioning existing patients
massage therapy) to new locations
- Successful track record with (Sederstrom,2018)
two existing clinic locations
- client base that is a mix of older (*To address the weaknesses of New Life,
patients and younger athletes the following strategies can be
implemented:
- Website with a modern look
and feel.

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(*To maximize these strengths, NewLife Increase social media presence: New Life
can consider the following strategies can benefit from creating and maintaining
active social media profiles to improve its
Enhance its online presence by investing in online presence. This can include posting
search engine optimization (SEO), social regular updates about the clinic's services,
media marketing, and online advertising to sharing helpful information and tips
attract more clients. related to physiotherapy, and engaging
Develop a loyalty program to reward its with patients and followers.
existing clients and encourage them to Outsource administrative tasks: To address
refer new clients to the company. the issue of limited time for administrative
Expand its service offerings to cater to duties, New Life can consider outsourcing
new segments of clients, such as prenatal some tasks to a third-party provider or
massage or sports nutrition. hiring an administrative assistant to assist
Invest in staff training and development to with tasks such as appointment scheduling,
enhance the quality of its services and record-keeping, and billing. Communicate
retain its experienced practitioners. with patients: To address the potential
Collaborate with other healthcare difficulty in transitioning existing patients
providers or fitness studios to cross- to a new location, New Life can be
promote its services and attract new proactive in communicating with patients
clients. about the move. This can include sending
out email newsletters, updating the clinic's
website with information about the new
location, and posting notices in the clinic's
current location. (Hanson, West,
Neighbors, and Tirozzi, 2015)

Outline any opportunities and how you Outline any existing threats and what you
plan to make the most of them plan to do to reduce them

- Increased visibility with a new - Competition from other

centralized location physiotherapy clinics in the
- Potential to expand patient base area
with increased social media - Economic downturns that may
presence and marketing events. impact patient volume
- Possibility to partner with local - Changes in healthcare policies
sports teams to offer and regulations that may impact
specialized services to athletes. reimbursement rates
- Opportunity to offer new - Potential negative impact on
complementary services to patient satisfaction during the
increase revenue. transition to the new location

(*NewLife Physio can consider the (*To reduce these threats, NewLife can
following strategies: consider the following strategies:

 Utilize digital marketing strategies  Conduct a market analysis to

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to increase social media presence identify the strengths and

and engagement. This can include weaknesses of its competitors and
regularly posting informative develop a differentiation strategy
content, engaging with followers, that emphasizes its unique value
and running targeted social media proposition.
ads. By doing so, NewLife Physio  Develop a contingency plan to
can increase brand awareness and mitigate the impact of economic
attract new patients. downturns, such as by reducing
 Host marketing events, such as free costs, diversifying its services, or
workshops or consultations, to targeting new segments of clients.
showcase the clinic's expertise and
services. This can help to attract  Monitor changes in healthcare
new patients and increase visibility policies and regulations and adapt
in the community. its pricing and reimbursement
 Explore potential partnerships with strategies accordingly, such as by
local sports teams or fitness negotiating with insurance
facilities to offer specialized companies or developing
services to athletes. This can help alternative payment models.
to establish NewLife Physio as a
go-to provider for sports-related  Communicate proactively with its
injuries and rehabilitation. patients about the transition to the
 Consider adding new new location, address their
complementary services, such as concerns and needs, and provide
massage therapy or acupuncture, to incentives to retain their loyalty.
the clinic's offerings. This can help
to increase revenue and provide a
more comprehensive healthcare
experience for patients.

COMPETITOR SWOT ANALYSIS

It’s important to carry out a SWOT analysis on each of your key competitors as well.

SKYE HEALTH

Outline your competitor’s strengths and how Outline your competitor’s weaknesses and
you plan to better them. how you plan to exploit them.

 SKYE HEALTH has a well-  The clinic's services may be more

established reputation in the London, expensive than other healthcare

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Ontario area as a provider of quality providers in the area, which could

physiotherapy, Pilates, and massage impact accessibility for some patients.
therapy services.  SKYE HEALTH's online presence is
 The clinic has a team of highly limited, with a basic website and
experienced and specialized minimal social media engagement,
physiotherapists who offer diverse which could impact the clinic's ability
experience in rehab Pilates, spinal and to reach new patients.
sports injury management, women's  The clinic may face limitations in
health, pain management, and terms of its size and resources, which
rehabilitation, among others. could impact its ability to
 The clinic's location in the Ironworks accommodate a large volume of
Building provides a welcoming and patients.
relaxed environment, which is ideal
for recovery and treatment. (*Analysis:
 SKYE HEALTH has a strong  To address the concern of being more
commitment to patient care and well- expensive than other healthcare
being, as well as a collective providers NewLife could consider
experience and a continuous learning developing pricing strategies that are
process. more competitive while still ensuring
the quality of its services.
(*Analysis:  To improve its online presence and
 Skye Health's strengths include its reach new patients, NewLife could
innovative approach to healthcare, invest in improving its website and
exceptional patient care, and a social media engagement, as well as
light-filled, family-friendly space. implementing online marketing
 To better compete with Skye strategies such as search engine
Health, NewLife Physiotherapy optimization (SEO) and social media
could focus on offering advertising.
innovative healthcare solutions,  To accommodate a larger volume of
focusing on exceptional patient patients despite its size and resource
care, creating a welcoming space, limitations, NewLife could optimize
and Expanding service offerings. its operations by implementing
By focusing on these strategies, efficient processes, investing in
NewLife Physiotherapy could technology and automation, and
differentiate itself from Skye leveraging its experienced
Health and provide unique value practitioners to increase productivity.
propositions to patients.
 By offering innovative healthcare
solutions, exceptional patient
care, a welcoming space, and a
broad range of services, NewLife
Physiotherapy can establish itself
as a leading provider of allied

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healthcare services in London,

Ontario.

Outline any opportunities your competitors Outline any existing threats to your
may have, and how you plan to reduce the competitors, and how you intend to take
impact advantage of them

 The increasing demand for healthcare  SKYE HEALTH may face

services in London, Ontario, presents competition from other established
opportunities for SKYE HEALTH to healthcare providers in the London,
expand its patient base. Ontario area, which could impact
 The clinic could consider expanding patient acquisition and retention.
its services to include other  Changes in government regulations or
complementary healthcare treatments, insurance policies could impact the
such as chiropractic or acupuncture, affordability or accessibility of the
to cater to a wider range of patients. clinic's services for some patients.
 SKYE HEALTH could develop a  The ongoing COVID-19 pandemic
stronger online presence through may impact the clinic's ability to
social media, SEO, and other digital provide in-person services and impact
marketing strategies to reach new patient volumes.
patients.
(*NewLife Physiotherapy can take advantage
(*To reduce the impact of SKYE HEALTH's of them in the following ways:
opportunities, NewLife Physiotherapy can
take the following actions: 1. To compete with other established
healthcare providers in the area, NewLife
1. Focus on offering specialized and high- Physiotherapy can focus on building strong
quality services in the areas of physiotherapy, relationships with the community and
chiropractic, and massage therapy to developing a reputation for exceptional
differentiate from competitors and attract patient care. This can be achieved through
patients. active community involvement, participation
in local events, and a focus on personalized
2. Consider offering promotions, discounts, care for each patient.
or loyalty programs to attract new patients
and retain existing ones. 2. To address the potential impact of changes

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3. Expand its services to include other in government regulations or insurance

complementary healthcare treatments, such policies, NewLife Physiotherapy can focus
as acupuncture, to cater to a wider range of on offering affordable and accessible
patients. healthcare services to patients. This can be
achieved through a range of pricing options,
4. Develop a stronger online presence by such as flexible payment plans or discounts
investing in social media, SEO, and other for low-income patients.
digital marketing strategies to increase its
visibility to potential patients. [Link] mitigate the impact of the ongoing
COVID-19 pandemic, NewLife
5. Form strategic partnerships with other Physiotherapy can prioritize the safety of its
healthcare providers or local businesses to patients and staff by implementing strict
increase referrals and attract new patients. health and safety protocols. This can include
the use of personal protective equipment,
regular sanitization of equipment and
surfaces, and limiting the number of patients
in the clinic at any given time. Additionally,
NewLife Physiotherapy can offer virtual
appointments and telehealth services to
ensure that patients can continue to receive
care from the comfort and safety of their own
homes.

2: Can you compete?

You’ll be able to better assess who you’re up against and develop effective tactics to gain customers
by knowing as much about your key competitors as possible. Note down what they are good at, what
they are not so good at, and then develop information and selling statements to convince customers
to switch to your business.

KEY COMPETITORS
You’ll be able to better assess who you’re up against and develop effective action items to gain
customers by knowing as much about your key competitors as possible.

As a small chain of Allied Healthcare Clinics in London, Ontario, NewLife Physiotherapy

has several key competitors in the area. Some of the major competitors include:

 Skye Health: Skye Health is a health collective providing Physiotherapy, Pilates, and
Massage Therapy services to residents of London, Ontario. To differentiate from Skye
Health, NewLife Physiotherapy can consider offering additional services such as
chiropractic care or acupuncture. Additionally, NewLife can focus on developing a
stronger online presence through social media and digital marketing strategies to

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reach new patients (Physiotherapy in London, Ontario | Skye Physiotherapy & Pilates
Clinic, n.d.)
 Lifemark Physiotherapy: Lifemark Physiotherapy is a national chain of physiotherapy
clinics with several locations in London, Ontario. To differentiate from Lifemark,
NewLife can focus on providing personalized care and attention to each patient.
Additionally, NewLife can consider offering additional services such as massage
therapy or chiropractic care to cater to a wider range of patients (About Us, 2020).
 The Physio Studio: The Physio Studio is a boutique physiotherapy clinic in London,
Ontario, that focuses on providing high-quality care to patients. To differentiate from
The Physio Studio, NewLife can consider offering a wider range of services, such as
chiropractic care or acupuncture. Additionally, NewLife can focus on providing a
more welcoming and family-friendly environment to make patients feel comfortable
and at ease (Physio Studio, 2023)

CONVINCING THEIR CUSTOMERS TO SWITCH TO YOU

Once you’ve identified your key competitors, what specifically can you do to encourage their
customers to try yours?

There are several strategies you can employ to encourage customers of your competitors to
try your services:

 Offer promotions and discounts: Offering special promotions and discounts to new
customers can be an effective way to encourage them to try your services. Consider
offering a first-time discount or a special package deal to entice customers to give
your services a try.
 Highlight your unique selling points: Emphasize what sets your services apart from
your competitors. This could include your expertise in a particular area, your
personalized approach to patient care, or your use of cutting-edge technology.
 Leverage online reviews and testimonials: Positive reviews and testimonials from
satisfied customers can go a long way in building trust and credibility with potential
new customers. Consider sharing these on your website, social media platforms, and
other marketing materials.
 Attend local events and networking opportunities: Participating in local events and
networking opportunities can help you to connect with potential customers and build
relationships with other healthcare professionals. Be sure to bring along business
cards and promotional materials to distribute.
 Provide exceptional customer service: Providing exceptional customer service can be
one of the most effective ways to encourage customers to try your services. Make sure
your staff is friendly, knowledgeable, and attentive to patient needs. A positive
experience can go a long way in building trust and loyalty with customers.

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

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3: Your marketing plan

To market your business effectively you’ll need a clear understanding of why customers buy from you,
as well as knowing who your existing and prospective customers are.

To get your message across to potential customers – the more you know about the people in your
target market, the better chance you have of communicating with them on their level. You’ll be able to
use language in your advertising and sales that they can relate to. It’s also important to note how your
target market may change after you actually launch. Your advertising strategy would need to be
updated to reflect this.

DEVELOP PROFILES OF TARGET CUSTOMERS

Find out who and where your primary customers are. You’ll want to know everything about them and
their purchasing habits to enhance your chances of making sales. Create profiles of your main
customer types and then it will be easier to design a marketing and sales campaign to attract them as
customers. If you are targeting other businesses, the same rule applies.

Outline your top 3 customer targets.

1. Seniors:

- Older adults who are seeking to maintain or improve their physical function
- May have chronic conditions such as arthritis, osteoporosis, or balance issues
- Typically aged 65 and older
- May require treatments such as falls prevention, balance and gait training, and
functional rehabilitation.

Example:

"Angela," aged 70, retired, experiencing chronic back pain and limited mobility due to
osteoarthritis. She is interested in non-invasive, long-term solutions that improve her quality
of life.

2. Athletes:

- Active individuals who participate in sports or exercise regularly

- May be recovering from a sports-related injury or seeking to improve
performance.
- Typically between the ages of 18 and 45
- May require specialized treatment such as manual therapy, sports-specific exercise
programs, and injury prevention strategies.

Example:

"Queenie," aged 25, semi-professional soccer player, experiencing a sprained ankle and
looking for fast and effective treatment options to get back on the field quickly.

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3. Labor Workers:

- Individuals who perform physical labor or work in physically demanding jobs

- May have work-related injuries or musculoskeletal pain
- Typically aged 25 to 55
- May require treatments such as manual therapy, exercise programs, ergonomic
assessments, and injury prevention strategies.

Example:

"John," aged 40, construction worker, experiencing shoulder and back pain due to lifting and
repetitive motions. He is looking for affordable treatment options that allow him to return to
work quickly.

ADVERTISING TACTICS
To start the sales process, use advertising tactics that appeal specifically to your key targets. Think
about their particular patterns and create a list of ideas that is likely to get you in front of them. For
example direct sales calls, advertising in the local paper, search engine marketing, telephone calls,
networking, events, sponsorships, etc.

Don’t underestimate the power of word-of-mouth advertising so it’s important to encourage your
friends, family, and business colleagues to talk about and refer your new business as much as they
can.

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

Outline your Marketing Plans for each target market

1. Seniors:

- Advertise in local newspapers and senior publications to reach seniors who may
not be as active on social media or sports websites.
- Offer free seminars or workshops in senior centers about fall prevention, balance
training, and managing chronic conditions like arthritis.
- Highlight the clinic's experience and success in working with seniors on the
clinic's website and marketing materials.
- Use social media platforms to put up educational content and promote the clinic’s
services for seniors that do use social media.

2. Athletes:

- Advertise in sports magazines, on sports websites, and on social media platforms

popular among athletes, such as Instagram and Twitter.
- Offer specialized treatment programs such as sports-specific exercise programs,
injury prevention strategies, and performance enhancement programs.

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- Highlight the clinic's experience working with athletes and any success stories on
the clinic's website and marketing materials.
- Partner with local sports teams and athletic organizations to offer discounts to
their members and promote the clinic's services.

3. Labour Workers:

- Advertise in industry publications and on job websites to reach labour workers

who may be seeking treatment for work-related injuries.
- Offer ergonomic assessments and injury prevention strategies to help labour
workers reduce the risk of workplace injuries.
- Highlight the clinic's experience working with labour workers and any success
stories on the clinic's website and marketing materials.
- Partner with local labour unions and worker advocacy organizations to offer
discounts to their members and promote the clinic's services.

All of these are just ways of advertising and enticing customers to avail of our services.
Providing exceptional customer service and personalized treatment plans t meet the unique
needs of each patient is the best way to retain these customers. Word-of-mouth referrals from
satisfied patients can be a powerful marketing tool, so it is important to prioritize patient
satisfaction and engage with patients through social media and other communication
channels.

ONLINE PRESENCE
When people search for a business, they head straight for the internet. Websites and search are now
mainstream ways of engaging, educating and selling to your customers.

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.

The business already has an updated website and has a modern look and feel. I will make sure
this is updated and is well maintained and monitored. I will also make sure that any and all
queries that was coursed through the website is addressed in a timely manner. Offering free
weekly newsletter to customers emails about educational tips in how to manage chronic
conditions like arthritis, back pain and sports related injury.

SOCIAL MEDIA
Customers use social media to research people’s background, business activity, and how active your
business is in your industry. If customers can engage with you via social media, they’re going to feel
as if they have more of a personal connection with you, and more likely to buy from you.

You can also use Facebook, LinkedIn or any relevant social media platform to conduct surveys and

polls, or participate in social media chat rooms to find out what is going on.

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

According to research conducted by Statista, as of 2021, over 4.4 billion people are active
social media users worldwide (Statista, 2021). Given this statistic, incorporating social media
into a business marketing plan can be an effective way to reach a large audience.

As such, NewLife Physiotherapy can use social media to interact with current and
prospective customers by establishing an account on popular platforms like Facebook,
Instagram, and Twitter. According to a study by Hootsuite, 90% of Instagram users follow at
least one business account (Hootsuite, 2021), making Instagram a potential platform for
NewLife Physiotherapy to connect with new customers. By posting educational tips and
promotional offers, NewLife can showcase its services and establish its expertise in the
physiotherapy industry. Additionally, by interacting with customers through the comment
section and private messages, NewLife can demonstrate its commitment to excellent
customer service and accessibility.

BUILD CREDIBILITY
Have you shared your industry knowledge and experience, spoken at industry events or generated
positive stories in your local media? Outline what you’ve done to show how you’re always putting the
customer first. Have you highlighted your proven track record with active social media updates?
Details of your knowledge and experience should be prominent on your website, and offering to speak
for free at industry events could be another way you’ve boosted your credibility.

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

Establishing the credibility of a physiotherapy clinic is important to attract and retain

customers. Some of the strategies that a business can do to establish credibility is providing
professional training and credentials to all staff members (Hutson, 2013). Ensure that these
credentials and certificates are well displayed in the establishment and are visible on any
online platforms that advertise the business. Another couple of things to establish credibility
is Staying up to date on Industry Best Practices and Providing Educational Resources.
Maintaining a professional and welcoming environment ensures that the clinic is clean and
well-maintained. Staff members that are friendly, knowledgeable, and respectful display a
comfortable ambiance to customers putting them at ease. And lastly, sharing success stories
and patient testimonials is one of the most effective ways to demonstrate the clinic's track
record of success and build trust with prospective customers (Babauta, 2018).

REFERRALS
Getting your customers to tell others what they think of you is one of the most effective ways to gain
new customers. You can do this by following up on sales and asking for referrals, acknowledging your
most loyal customers, and inviting them to events.

Providing an excellent customer experience is the most effective way to encourage referrals. People
are more likely to return and give you their loyalty if they have a positive experience with your
business.

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How will you encourage referrals?

Aside from providing excellent customer service and quality service, I understand word of
mouth is the best way to get more customers. I also intend to put out a refer-a-friend program
to further incentivize my existing customers to refer people to my business.

WHAT ELSE IS CRITICAL TO COMMUNICATE IN YOUR PLAN?

We’ve covered the main elements of a marketing plan, but it’s highly likely there are other topics you
need to include. Possibly you’re importing or exporting, so will need to be aware of foreign exchange.
If you are in a unique industry you may need to explain in more detail the process. Alternatively, you
may require limited information to be disclosed if your idea is confidential.

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

In addition to the main elements of a marketing plan, there may be other critical topics that
need to be addressed. For instance, if a business is importing or exporting, it will need to
consider foreign exchange rates and their impact on pricing and profitability (Berger, 2019).
Additionally, if a business is operating in a unique industry, it may need to provide more
detailed information on its production process or supply chain (Lamb, Hair, & McDaniel,
2021). Here are some additional elements that could be included in the marketing plan for
NewLife Physio:

 Market Research. Conducting market research is crucial to identify the needs and
preferences of the target audience, understanding competitors, and assessing the
feasibility of the marketing plan. Market research can include surveys, focus groups,
and customer feedback analysis. (Kotler, Keller, & Srinivasan, 2017)
 Customer Segmentation. Identifying different customer segments based on their
demographics, psychographics, and behaviour can help in creating targeted marketing
messages and customized offerings for each segment. (Lamb, Hair, & McDaniel,
2018)
 Branding. Developing a unique brand identity that reflects the values, personality, and
benefits of the business can help in creating a strong and recognizable brand. This can
include creating a logo, tagline, brand voice, and visual elements. (Aaker, 1996)
 Marketing Budget. Allocating a budget for different marketing activities such as
advertising, promotions, and events is important to ensure that the marketing goals are
achieved within the resources available. (Mullin, Hardy, & Sutton, 2014

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REFERENCES:

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