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Tassanawan Popiantong

on 4 November 2013

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Transcript of Chiropractic

A) Analysis of internal and external environment of RFC

RFC's Role in the Minds of Patients
Current Role:

1). Chiropractic is a complementary and alternative medicine
1). Acupuncture is a complementary and alternative medicine.
Massage Therapy
Case Summary
Rivalry among Existing firms
Is growing.
In 2006, there are 53000 chiropractor but in 2016 it is estimated to increase to 60000.

Threat of Substitution product and/or service
Is high and increasing.
Substitutions: Acupuncturists and Massage therapists

Bargaining power of suppliers
Build a patient clientele themselves

Bargaining power of Buyers
Growing higher and higher
Buyer have more knowledge about Chiropractic industry
More competitors

Threat of new Entrant
It’s high, and increasing
Hybrid practice

Should they care for the children of existing patients?
RFC’s patients are female, mothers who are highly active with their children
Maslow’s hierarchy: Social & Safety need for their family or beloved one

Pick-up service:
Free accessible parking space with the schedule of pick-up service
Easier for them to reach & be ready to have services without tiredness
Playground for children
No worry about what their children are going to do
No waste time
Providing kid zone with some activities

Healing pain:
Unclear vision
and definition of chiropractic in patients’ minds (mixed up with acupuncture & reflexology)

91% of people think it is not a medical profession

Current patient profile : married Caucasian women with children, 30-54 years old, upper middle class, regular patients

To answer
safety and security needs
in Maslow Pyramid

Targeted role:

Not only physical treatment but also
wellness prevention:
lifestyle healthcare

Being recognized as an alternative medical profession

Healthy lifestyle wellness center
for all the family :
not only about physical therapy but also psychological and become a family outing

To answer
social needs:
to be a part of the family circle and a determined social group
(RFC community)

Expand & Reposition
Unadapted marketing strategy regarding the changing trends in the industry

RFC’s strengths are great tools to reach the industry opportunities: they have the resources to be competitive in a growing niche market
Expanding their target to the entire family:

To nurture their competitive advantage and maintain their position on the changing market
To differentiate from competitors (62 in Roseville): changing their role in the patient’s minds + emphasis on its service plus =
create a niche market in the industry

To answer the demographic change (aging population), social change (horizontal and vertical integration between health care facilities, internet)

Patients profile: External influences in the consumer behavior

B) External influences on consumer behavior in the chiropractic industry
Social Trends
1. Role of the Internet
Search for information
Compare products & services easily
Switching to other options
2) Promoting and convincing existing and new customers
Referrals between peers
The way people behave is different from the past
Kids:  technology becomes part of their lives
Children/students:  stressful from study
Salary man (working people):  office syndrome due to long period of working time
Old people: treatment of disorders & pain
Theme : wellness expert of entire “family”
Finest care

Behavior between Generations
Family as a reference group:
-Primary group
-Direct contact
-Positive attraction
Social influences
Informational influence
High degree of reference group influence when
-Low individual purchase confidence
-High relevance of the product to the group
-Visible usage

Family decision making:
Mother: recognize the need, information gatherer, influence, decision-maker and user
Long term orientation
C) STP Process
To answer all the changing consumers behaviors the company should operate changes through these 3 Steps :

a playing room
a chiropractic program for children
Keep their children with in their eye side
Convenience and comfortable for arrange a tie schedule
Create the positive experience
Lead to customer loyalty
Build a strong patient-base
Increase visiting frequency of RFC’s patients
How to:
Patient database - match patients & services - increase loyalty
Discount offer or package
e.g. for patients who visit often
Loyalty/Family card: to collect points
Special offer
e.g. free trials for teenagers  spread the words
Warm & comfortable private rooms suited for the family

Family sized parking lot and stroller space
Installing parking lot that suitable for family cars
Stroller park  leave stroller in a given place during visit

Website: interactive & informative (patient oriented)
Product & services
Current promotion
VDO showing how chiropractic works
Opening time
Contact us
Online review of the use of chiropractic
Online form evaluating whether to go for chiropractic or not
Internet-generated change

Social media: develop interactive, closer relationship between patients & doctors
Online community
Facebook page
Interesting special offers
e.g. writing a review
Staff: serve every patient at their BEST!
Excellent service  referrals  spread the word
Quick response in social media, website, or any online area
It helps people who are injured, suffering from headaches, back or neck pain, pregnancy pains, sciatica, tingling and numbness, scoliosis, arthritis or anything else joint and muscle related.
1). Chiropractic is the largest, most regulated, and best recognized of the CAM professions.
2). It is a drug free and non-invasive treatment approach.
3). More than 40% of the patient visits were initialed for the purpose of health enhancement and/or disease prevention.

1). There are some unpredictable side effects after doing chiropractic in low percentage.
2). Chiropractic can never start too early.
2). It is an approach to healing concerned with the diagnosis, treatment and prevention of disorders of the neuromuscular and skeletal system.
2). Acupuncture is a collection of procedures involving penetration of the skin with needles to stimulate certain points (acupuncture points) corrects imbalances in the flow of qi  through channels known as meridians on the body.

Acupuncture appears to be most effective
in symptomatic control of pain and nausea. It helps people who are suffering from migraine headaches, back or neck pain…etc. Moreover, many people in Asia find acupuncture for losing weight..

1). Acupuncture's use for certain conditions has been endorsed by the United States National Institutes of Health, the National Health Service of the United Kingdom, the WHO, and the National Center for CAM.
1). Some scientists have criticized these endorsements as being unduly credulous.
2). It is an invasive treatment approach, involving penetration of the skin with needles. Some people are afraid to be infection because of the needles.
1). Massage is a complementary and alternative medicine.
2). Massage therapy involves working and acting on the body with pressure – structured, unstructured, stationary, or moving – tension, motion, or vibration, done manually or with mechanical aids.
3). Massage can be applied with the hands, fingers, elbows, knees, forearm, or feet.
It is aid in the healing process, decrease muscle reflex activity, promote relaxation and as a recreational activity. It helps people soothing back or neck pain, generally all muscle aches.
1). It is a drug free and non-invasive treatment approach.
2). The clients being treated while lying on a massage table, sitting in a massage chair, or lying on a mat on the floor…etc.
3). It is also applied in the hospital for disabled patients.
1). To treat the symptoms but not the root cause.
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