Toenaildoc Executive Summary
Written Report
Identify and Evaluate Marketing Opportunities BSBMKG501B
Keita Kuramoto s61414 Executive Summary
Toenaildoc has served podiatry treatment in Peth for 25 years. This report shows opportunities which the business has and analysing those opportunities. Porters 5 forced competition model and Pest analysis are used to analyse current market and find out potential opportunities. The marketing plan including Implementation plan as well as 5Cs situation analysis, SWOT analysis, target markets and marketing objectives is shown in second part of this report.
Cooperation with other personnel with good communication is necessary to progress the implementation plan without time wasting and also time table and check list will be used …show more content…
to achieve the goal. This will help to develop the business and gives great opportunities to Toenaildoc.
Table of Contents
Executive Summary 2
Company Background 4
Marketing Opportunities 5
Analysis of the Current Market 5
Porter’s 5 Forces Competition Model 5
PEST Analysis 6
Growth potential 7
Marketing opportunities 8
Marketing Plan 9
Situation analysis (5Cs) 9
SWOT analysis 10
Target Market 11
Marketing Strategy 11
Marketing Objectives 11
Implementation Plan 12
Conclusion 14
Reference 15
Company Background
Toenaildoc has provided podiatry services and treated feet for 25 years.
Podiatry services include the prevention, diagnosis, treatment and rehabilitation of medical conditions affecting the feet and lower limbs. Toenaildoc is specialised in permanently fixing ingrown toenails and custom made foot orthoses treatment for foot, knee and back pain as well as they provide general podiatry services such as cutting toenail and removing corn. There are 2 Tonaildoc clinics in Perth and they are located in Morley and Warwick. Morley clinic is the main clinic and opens 5days a week and provides all sorts of podiatry and orthotic treatments. Warwick clinic opens 2 days a week on Tuesday and Thursday and mainly accept ingrown toenail …show more content…
patients.
Marketing Opportunities
Analysis of the Current Market
Porter’s 5 Forces Competition Model
Power of customers
Majority of customer are regularly visit the clinic for general podiatry treatments and they usually pay $50~$70 for one visit. The average number of regular customers visiting the clinic is 5-6 per year although frequencies of regular customers visiting clinic differ (2-12) depends on their conditions, preferences and accessibility etc. This is because approximately 60 % of regular customers are under the care plan called Enhanced Primary Care (EPC) program. This program covers cost of podiatry treatment up to 5 visits who suffer with a long term chronic illness such as Diabetes, Heart Disease or Rheumatoid Arthritis.
Although number of patients who come to the clinic for permanently fixing ingrown toenails and custom made foot orthoses treatment is smaller than regular customers who come to the clinic several times a year, the cost of those treatments are much higher than general podiatry treatments (Ingrown toenails procedure cost between $300-650 and orthotics treatment cost usually about $600 per pair) and the total sales of these treatments is almost same as the total sales from regular customers.
Power of suppliers
There are few choices of suppliers to order equipments, consumable goods for treatments and material for producing orthoses most of the time. Therefore the clinic is able to compare the price and value of the supplies. However, sometimes the clinic requires depending on one supplier such as specific type of foot orthosis cover etc.
Intensity of competitive rivalry
There are over 200 place provide podiatry service in Perth and there are 7 competitors even only in Morley and 4 competitors in Warwick. This means Toenaildoc has many competitors and they are most likely to have little power in the situation. It is because most patients are old population between 60-80 years old and they probably prefer to come to have treatment where near house and toenaildoc provides services in similar cost to other competitors.
Threat of new entrants
Regular customers are highly likely to continue having treatment from same podiatrist. However, new entrants would be the big threat of the business because it may decrease opportunities to gain new customers especially if they have strong speciality and promotion activities.
Threat of substitute products or services
There are many competitors and most of them provide similar podiatry services. This fact can be big threat and customers have sufficient choices to get desirable treatment. It is also easy for them to change place to get treatment if they are not satisfied with the treatment.
PEST Analysis
Political Factors
Change of government regulations and policies regarding medical especially in podiatry is highly likely to impact the business. Especially many patients are under the care plan and are covered the cost of podiatry treatment by Medicare. In addition, because the majority of customers are old, the system of superannuation should be considered.
Economic Factors
Podiatry is in specialist category and customers often need to pay extra cover for their private health insurance to be covered the cost of podiatry treatment. Economic trend would affect the business as the cost of the services is not affordable for some population who may be increased due to depression of the economy.
In addition, interest rate may influence the cost of capital, the rate of interest being directly proportionate to the cost of capital.
Social Factors
People have different habits especially people from different cultures have different lifestyles such as certain culture wear less shoes and walking barefoot even outside or wear shoes most of the time even in the house. The clinic requires having general knowledge of these facts and it helps choosing appropriate treatment method to individual customers.
Technological Factors
Appearance of new technology can be affect way of the treatment. It is important that the clinic is able to provide various choice of treatment to clients including new using new technology. In addition, new technology can be decrease production time and waste of materials.
Growth potential
Existing Product
New Product
Existing Market
Check patient database and keep in touch with regular customer as much as possible and contact with some patients who has not attended for clinic even appointment due has past.
Update existing promotion activities such as website, facebook page, and advertisements to make sure appropriate message is reaching target market.
Installation of new technology such as laser toenail fungus removal will give extra choice of treatment for customer and using CAD/CAM (Computer-Aided Design/Computer-Aided Manufacturing) system for manufacturing foot orthoses minimize health risk causing by inhaling dust and using machines.
New Market
Open another clinic or move to another place in where has less competition to reach new target in different geographical region.
This process would require conducting detail marketing research.
Installing CAD/CAM system will bring business opportunities. Using this technology is likely to attract more people who are considering getting custom made foot orthoses. In addition, there is opportunity expanding business to collaborate with other podiatry clinics as get order of orthotic with the prescription from other clinics and manufacture orthotics for them using CAD/CAM system based on the data received from other clinic. Then toenaildoc can post foot orthotics to other clinic.
Marketing opportunities
Potentially, Toenaildoc has these marketing opportunities.
Improve clients management system
Update promotion methods to make sure it is effective for target market
Installing laser toenail fungus removal equipment
Opening new clinic in another area to approach new market
Installing CAD/CAM system for manufacturing foot orthoses
Collaborating with other clinic and accept orthotic order from them
At the moment, Toenaildoc is focusing to promote their ingrown toe nail and orthotic treatments to gain new clients and the business gets new customer constantly from those activities.
However maintaining regular customers who gives stable sales to the business is also important. The clinic uses the software called Front Desk to manage patients’ data and appointments. Front Desk has lots of different functions although the clinic does not use all of them. So it can be improve business management system to find out new functions which are useful to improve communication with customers etc. Laser toenail fungus removal treatment is getting popular but not many podiatry clinics in Perth provide this service. Installing this system enable the clinic to give extra choice of treatment to customers and may improve their satisfaction. Opening new clinic can be good strategy gaining customers in new market. Place of new clinic has to be chosen carefully based on market research where has less
competition.
Although installing CAD/CAM system is very expensive, it is highly likely to lead great opportunities to the business and this could be the recommended marketing opportunities. CAD/CAM system would minimize the health risks causing by inhaling dust and using machines. This change also enables to expand business remarkably collaborating with other clinics to get order of foot orthoses from them. The clinic will receive scan data of patients’ foot that need custom made orthoses and orthotic prescriptions via email and Toenaildoc will post custom orthoses to collaborated clinics. This collaboration can be done with places provide podiatry services in other states as well as the places in Perth. This process involves a large amount of investment and most probably requires employ new people and training to manipulate the system. It is also important to build new network and expand current network to find collaborators. Therefore attending networking event or seminar to meet people working in same area gives good opportunities to built new relationships.
Custom made orthoses are very common for athletes as well. So there is possibility to collaborate with sports team and providing service. This could be good way to promote Toenaildoc and bring huge benefit to the business
Marketing Plan
Situation analysis (5Cs)
Customer
Majority of patients are old age between 60-80 years old regular customers. This majority spend about $50-$70 for one visit. The average number of regular customers visiting the clinic is 5-6 per year although frequencies of regular customers visiting clinic differ (2-12) depends on their conditions, preferences and accessibility etc. Although number of patients who come to the clinic for permanently fixing ingrown toenails and custom made foot orthoses treatment is smaller than regular customers who come to the clinic several times a year, the cost of those treatments are much higher than general podiatry treatments (Ingrown toenails procedure cost between $300-650 and orthotics treatment cost usually about $600 per pair) and the total sales of these treatments is almost same as the total sales from regular customers.
Company
Toenaildoc has provided podiatry services and treated feet for 25 years and is specialised in permanently fixing ingrown toenails and custom made foot orthoses treatment for foot, knee and back pain as well as they provide general podiatry services such as cutting toenail and removing corn. There are 2 Tonaildoc clinics in Perth and they are located in Morley and Warwick. Morley clinic is the main clinic and opens 5days a week and provides all sorts of podiatry and orthotic treatments. Warwick clinic opens 2 days a week on Tuesday and Thursday and mainly accept ingrown toenail patients.
Collaborator
Patients with EPC program referred by general practitioners. They are collaborators of Toenaildoc and it is important to maintain good relationship with them.
The clinic orders equipments, consumable goods for treatments and material for producing orthoses from few different suppliers.
Climate
People have different habits especially people from different cultures have different lifestyles such as certain culture wear less shoes and walking barefoot even outside or wear shoes most of the time even in the house. In addition, podiatry is in specialist category and customers often need to pay extra cover for their private health insurance to be covered the cost of podiatry treatment. Economic trend would affect the business as the cost of the services is not affordable for some population who may be increased due to depression of the economy.
Competitors
There are over 200 place provide podiatry service in Perth and there are 7 competitors even only in Morley and 4 competitors in Warwick. As I mentioned above, most patients are old population and they probably prefer to come to have treatment where near house. Toenaildoc provides services in similar cost to other competitors. This means Toenaildoc does not have much competitive advantage and growing the business may be difficult in this situation.
SWOT analysis
Strength
Weakness
25 years of experience in Perth
Good reputation regarding ingrown toenail treatment
Good value for the money
Limited appointment availability
Inadequate patient management
Under staffing
Access Barriers
Opportunities
Threats
Installing new technologies
Develop new product/service or market
Vacated market niche
Unrealised target market
New or increased competition
Insurance plan changes
Change of government regulations and policies
Economic slow down
Strength
Toenaildoc has 25 years experience providing podiatry service in Perth. The clinic is specialised permanently fixing ingrown toenails and custom made foot orthotic treatment and is holding good reputation. The cost of service does not have much competitive advantage but due to the good reputation and high success rate, the services Toenaildoc providing have good value for the money.
Weakness
Because only one podiatrist is working in Toenail doc, appointment availability is very limited. Shortage of staff member also leads poor patient management as it makes difficult in terms of communication with customers. Majority of customers are old and accessibility is very important as well as getting rid of physical variers in the clinic.
Opportunities
Installing new equipments and technologies would give good opportunities to the business. This may helps Toenaildoc developing new products and services or even new market.
In addition, there is possibility to find out market niche and target market which is unrealised yet.
Threats
Appearance of new competitors could be significant threats for the business. The services are in specialist category and customers often need to pay extra cover for their private health insurance to be covered the cost of podiatry treatment. Economic trend would affect the business as the cost of the services is not affordable for some population who may be increased due to depression of the economy.
Target Market
Target market of Toenaildoc is people suffering from medical conditions affecting the feet and lower limbs. This population could be both male and female and all age groups. Maintain good communication with collaborators such as general practicians and other clinics is important for the business and it gives opportunities to gain new customers referring patients from them.
Marketing Strategy
Currently, Toenaildoc focus their promotional activity on permanently fixing ingrown toenails and custom made foot orthotic treatment. The business is renewing their website and designing new brochures now. However, it is also important to conduct revision of own customer management system to improve communication with regular customers.
There is possibility to enter the vacated niche market installing CAD/CAM system developing custom made foot orthotic treatment. This change enables the business to approach new market collaborating with different organisation such as other clinics, sports teams and general practitioners.
Marketing Objectives
Increase 20 % customers come for permanently fixing ingrown toenails and custom made foot orthotic treatment from 2014
Conduct revision of own customer management system to improve communication with regular customers and increase and maintain regular customers
Installing CAD/CAM system for manufacturing custom made orthoses to gain business opportunities
Collaborate with other organisations and expand the business to new market (take orthotic order from other clinics and enter possible market niche).
Implementation Plan
Marketing strategies showed above would be the objectives of this implementation plan.
Roles and responsibilities within the marketing plan implementation schedule
Personnel
Role and responsibilities
Administration
Improve customers management system
Conduct revision of promotion activities whether it is appropriate for the target market
Podiatrist and Orthotist
Provide quality treatments to patients and keep improving the knowledge to enhance customer satisfaction.
Attending seminar and conference for networking and to gain new knowledge
General Practitioners and Other clinics
Referrer patients to the clinic
Toenaildoc require to provide enough information to other organisation and maintain good communication with them
Web Designer
Establish and edit Toenaildoc website
All the works have to be done on time with good communication
Communications strategies
Using different communication methods to ensure that all personnel work together is necessary to achieve the goal.
Email:
It is very common nowadays sending referral via email rather than using Fax.
Email is good way to communicate with other professional as evidence stays in computer.
Phone
Remind patients of appointments are important to prevent them missing the appointments. This could be effective confirming appointment with patients through phone before appointments.
Letter
Toenaildoc usually send remind letter for reviewing treatment especially patient have orthotic treatment before (after a year from previous treatment).
Networking Event
Attending networking event to built new network and expand the business. This gives big opportunity to Toenaildoc developing the business.
Website
Information of the services has to be available online for customers and it is important customer can contact the clinic through website.
Timetable will be used for monitoring and controlling implementation plan. Check list would be useful to ensure all required works is completed in each timetable stage.
Keeping record of sales is necessary to measuring progress and alters the strategies if it is required.
Poor communication can lead delay of implementation plan and repeating same process of implementation plan. It is important to monitor and maintain good communication with team members and collaborators to progress the plan without time wasting.
Conclusion
Toenaildoc has served podiatry treatment in Peth for 25 years. This report has shown opportunities which Toenaildoc has and analysed those opportunities. Good communication with personnel who involved the implementation plan is necessary to control and monitor the plan. Marketing objectives has listed such as increasing customers come for permanently fixing ingrown toenails and custom made foot orthotic treatment, conducting revision of own customer management system to improve communication with regular customers and increase and maintain regular customers, installing CAD/CAM system for manufacturing custom made orthoses to gain business opportunities and collaborate with other organisations and expand the business to new market (take orthotic order from other clinics and enter possible market niche).
Time table and check list will be used to achieve the goal and progress the implementation plan. This will help to develop the business and gives great opportunities to Toenaildoc.
Reference
http://www.galleriapodiatry.com.au
Retrieved from 04/01/2015 http://www.healthengine.com.au/find/Podiatry/WA/Morley-6062/ Retrieved from 28/12/2014 http://www.ingrowntoenailsperth.com.au Retrieved from 26/12/2014 http://www.medicaldoctors.com.au/doctor/38045/toenail-doc Retrieved from 28/12/2014
Identify and Evaluate Marketing Opportunities BSBMKG501B
Keita Kuramoto s61414 Executive Summary
Toenaildoc has served podiatry treatment in Peth for 25 years. This report shows opportunities which the business has and analysing those opportunities. Porters 5 forced competition model and Pest analysis are used to analyse current market and find out potential opportunities. The marketing plan including Implementation plan as well as 5Cs situation analysis, SWOT analysis, target markets and marketing objectives is shown in second part of this report.
Cooperation with other personnel with good communication is necessary to progress the implementation plan without time wasting and also time table and check list will be used …show more content…
to achieve the goal. This will help to develop the business and gives great opportunities to Toenaildoc.
Table of Contents
Executive Summary 2
Company Background 4
Marketing Opportunities 5
Analysis of the Current Market 5
Porter’s 5 Forces Competition Model 5
PEST Analysis 6
Growth potential 7
Marketing opportunities 8
Marketing Plan 9
Situation analysis (5Cs) 9
SWOT analysis 10
Target Market 11
Marketing Strategy 11
Marketing Objectives 11
Implementation Plan 12
Conclusion 14
Reference 15
Company Background
Toenaildoc has provided podiatry services and treated feet for 25 years.
Podiatry services include the prevention, diagnosis, treatment and rehabilitation of medical conditions affecting the feet and lower limbs. Toenaildoc is specialised in permanently fixing ingrown toenails and custom made foot orthoses treatment for foot, knee and back pain as well as they provide general podiatry services such as cutting toenail and removing corn. There are 2 Tonaildoc clinics in Perth and they are located in Morley and Warwick. Morley clinic is the main clinic and opens 5days a week and provides all sorts of podiatry and orthotic treatments. Warwick clinic opens 2 days a week on Tuesday and Thursday and mainly accept ingrown toenail …show more content…
patients.
Marketing Opportunities
Analysis of the Current Market
Porter’s 5 Forces Competition Model
Power of customers
Majority of customer are regularly visit the clinic for general podiatry treatments and they usually pay $50~$70 for one visit. The average number of regular customers visiting the clinic is 5-6 per year although frequencies of regular customers visiting clinic differ (2-12) depends on their conditions, preferences and accessibility etc. This is because approximately 60 % of regular customers are under the care plan called Enhanced Primary Care (EPC) program. This program covers cost of podiatry treatment up to 5 visits who suffer with a long term chronic illness such as Diabetes, Heart Disease or Rheumatoid Arthritis.
Although number of patients who come to the clinic for permanently fixing ingrown toenails and custom made foot orthoses treatment is smaller than regular customers who come to the clinic several times a year, the cost of those treatments are much higher than general podiatry treatments (Ingrown toenails procedure cost between $300-650 and orthotics treatment cost usually about $600 per pair) and the total sales of these treatments is almost same as the total sales from regular customers.
Power of suppliers
There are few choices of suppliers to order equipments, consumable goods for treatments and material for producing orthoses most of the time. Therefore the clinic is able to compare the price and value of the supplies. However, sometimes the clinic requires depending on one supplier such as specific type of foot orthosis cover etc.
Intensity of competitive rivalry
There are over 200 place provide podiatry service in Perth and there are 7 competitors even only in Morley and 4 competitors in Warwick. This means Toenaildoc has many competitors and they are most likely to have little power in the situation. It is because most patients are old population between 60-80 years old and they probably prefer to come to have treatment where near house and toenaildoc provides services in similar cost to other competitors.
Threat of new entrants
Regular customers are highly likely to continue having treatment from same podiatrist. However, new entrants would be the big threat of the business because it may decrease opportunities to gain new customers especially if they have strong speciality and promotion activities.
Threat of substitute products or services
There are many competitors and most of them provide similar podiatry services. This fact can be big threat and customers have sufficient choices to get desirable treatment. It is also easy for them to change place to get treatment if they are not satisfied with the treatment.
PEST Analysis
Political Factors
Change of government regulations and policies regarding medical especially in podiatry is highly likely to impact the business. Especially many patients are under the care plan and are covered the cost of podiatry treatment by Medicare. In addition, because the majority of customers are old, the system of superannuation should be considered.
Economic Factors
Podiatry is in specialist category and customers often need to pay extra cover for their private health insurance to be covered the cost of podiatry treatment. Economic trend would affect the business as the cost of the services is not affordable for some population who may be increased due to depression of the economy.
In addition, interest rate may influence the cost of capital, the rate of interest being directly proportionate to the cost of capital.
Social Factors
People have different habits especially people from different cultures have different lifestyles such as certain culture wear less shoes and walking barefoot even outside or wear shoes most of the time even in the house. The clinic requires having general knowledge of these facts and it helps choosing appropriate treatment method to individual customers.
Technological Factors
Appearance of new technology can be affect way of the treatment. It is important that the clinic is able to provide various choice of treatment to clients including new using new technology. In addition, new technology can be decrease production time and waste of materials.
Growth potential
Existing Product
New Product
Existing Market
Check patient database and keep in touch with regular customer as much as possible and contact with some patients who has not attended for clinic even appointment due has past.
Update existing promotion activities such as website, facebook page, and advertisements to make sure appropriate message is reaching target market.
Installation of new technology such as laser toenail fungus removal will give extra choice of treatment for customer and using CAD/CAM (Computer-Aided Design/Computer-Aided Manufacturing) system for manufacturing foot orthoses minimize health risk causing by inhaling dust and using machines.
New Market
Open another clinic or move to another place in where has less competition to reach new target in different geographical region.
This process would require conducting detail marketing research.
Installing CAD/CAM system will bring business opportunities. Using this technology is likely to attract more people who are considering getting custom made foot orthoses. In addition, there is opportunity expanding business to collaborate with other podiatry clinics as get order of orthotic with the prescription from other clinics and manufacture orthotics for them using CAD/CAM system based on the data received from other clinic. Then toenaildoc can post foot orthotics to other clinic.
Marketing opportunities
Potentially, Toenaildoc has these marketing opportunities.
Improve clients management system
Update promotion methods to make sure it is effective for target market
Installing laser toenail fungus removal equipment
Opening new clinic in another area to approach new market
Installing CAD/CAM system for manufacturing foot orthoses
Collaborating with other clinic and accept orthotic order from them
At the moment, Toenaildoc is focusing to promote their ingrown toe nail and orthotic treatments to gain new clients and the business gets new customer constantly from those activities.
However maintaining regular customers who gives stable sales to the business is also important. The clinic uses the software called Front Desk to manage patients’ data and appointments. Front Desk has lots of different functions although the clinic does not use all of them. So it can be improve business management system to find out new functions which are useful to improve communication with customers etc. Laser toenail fungus removal treatment is getting popular but not many podiatry clinics in Perth provide this service. Installing this system enable the clinic to give extra choice of treatment to customers and may improve their satisfaction. Opening new clinic can be good strategy gaining customers in new market. Place of new clinic has to be chosen carefully based on market research where has less
competition.
Although installing CAD/CAM system is very expensive, it is highly likely to lead great opportunities to the business and this could be the recommended marketing opportunities. CAD/CAM system would minimize the health risks causing by inhaling dust and using machines. This change also enables to expand business remarkably collaborating with other clinics to get order of foot orthoses from them. The clinic will receive scan data of patients’ foot that need custom made orthoses and orthotic prescriptions via email and Toenaildoc will post custom orthoses to collaborated clinics. This collaboration can be done with places provide podiatry services in other states as well as the places in Perth. This process involves a large amount of investment and most probably requires employ new people and training to manipulate the system. It is also important to build new network and expand current network to find collaborators. Therefore attending networking event or seminar to meet people working in same area gives good opportunities to built new relationships.
Custom made orthoses are very common for athletes as well. So there is possibility to collaborate with sports team and providing service. This could be good way to promote Toenaildoc and bring huge benefit to the business
Marketing Plan
Situation analysis (5Cs)
Customer
Majority of patients are old age between 60-80 years old regular customers. This majority spend about $50-$70 for one visit. The average number of regular customers visiting the clinic is 5-6 per year although frequencies of regular customers visiting clinic differ (2-12) depends on their conditions, preferences and accessibility etc. Although number of patients who come to the clinic for permanently fixing ingrown toenails and custom made foot orthoses treatment is smaller than regular customers who come to the clinic several times a year, the cost of those treatments are much higher than general podiatry treatments (Ingrown toenails procedure cost between $300-650 and orthotics treatment cost usually about $600 per pair) and the total sales of these treatments is almost same as the total sales from regular customers.
Company
Toenaildoc has provided podiatry services and treated feet for 25 years and is specialised in permanently fixing ingrown toenails and custom made foot orthoses treatment for foot, knee and back pain as well as they provide general podiatry services such as cutting toenail and removing corn. There are 2 Tonaildoc clinics in Perth and they are located in Morley and Warwick. Morley clinic is the main clinic and opens 5days a week and provides all sorts of podiatry and orthotic treatments. Warwick clinic opens 2 days a week on Tuesday and Thursday and mainly accept ingrown toenail patients.
Collaborator
Patients with EPC program referred by general practitioners. They are collaborators of Toenaildoc and it is important to maintain good relationship with them.
The clinic orders equipments, consumable goods for treatments and material for producing orthoses from few different suppliers.
Climate
People have different habits especially people from different cultures have different lifestyles such as certain culture wear less shoes and walking barefoot even outside or wear shoes most of the time even in the house. In addition, podiatry is in specialist category and customers often need to pay extra cover for their private health insurance to be covered the cost of podiatry treatment. Economic trend would affect the business as the cost of the services is not affordable for some population who may be increased due to depression of the economy.
Competitors
There are over 200 place provide podiatry service in Perth and there are 7 competitors even only in Morley and 4 competitors in Warwick. As I mentioned above, most patients are old population and they probably prefer to come to have treatment where near house. Toenaildoc provides services in similar cost to other competitors. This means Toenaildoc does not have much competitive advantage and growing the business may be difficult in this situation.
SWOT analysis
Strength
Weakness
25 years of experience in Perth
Good reputation regarding ingrown toenail treatment
Good value for the money
Limited appointment availability
Inadequate patient management
Under staffing
Access Barriers
Opportunities
Threats
Installing new technologies
Develop new product/service or market
Vacated market niche
Unrealised target market
New or increased competition
Insurance plan changes
Change of government regulations and policies
Economic slow down
Strength
Toenaildoc has 25 years experience providing podiatry service in Perth. The clinic is specialised permanently fixing ingrown toenails and custom made foot orthotic treatment and is holding good reputation. The cost of service does not have much competitive advantage but due to the good reputation and high success rate, the services Toenaildoc providing have good value for the money.
Weakness
Because only one podiatrist is working in Toenail doc, appointment availability is very limited. Shortage of staff member also leads poor patient management as it makes difficult in terms of communication with customers. Majority of customers are old and accessibility is very important as well as getting rid of physical variers in the clinic.
Opportunities
Installing new equipments and technologies would give good opportunities to the business. This may helps Toenaildoc developing new products and services or even new market.
In addition, there is possibility to find out market niche and target market which is unrealised yet.
Threats
Appearance of new competitors could be significant threats for the business. The services are in specialist category and customers often need to pay extra cover for their private health insurance to be covered the cost of podiatry treatment. Economic trend would affect the business as the cost of the services is not affordable for some population who may be increased due to depression of the economy.
Target Market
Target market of Toenaildoc is people suffering from medical conditions affecting the feet and lower limbs. This population could be both male and female and all age groups. Maintain good communication with collaborators such as general practicians and other clinics is important for the business and it gives opportunities to gain new customers referring patients from them.
Marketing Strategy
Currently, Toenaildoc focus their promotional activity on permanently fixing ingrown toenails and custom made foot orthotic treatment. The business is renewing their website and designing new brochures now. However, it is also important to conduct revision of own customer management system to improve communication with regular customers.
There is possibility to enter the vacated niche market installing CAD/CAM system developing custom made foot orthotic treatment. This change enables the business to approach new market collaborating with different organisation such as other clinics, sports teams and general practitioners.
Marketing Objectives
Increase 20 % customers come for permanently fixing ingrown toenails and custom made foot orthotic treatment from 2014
Conduct revision of own customer management system to improve communication with regular customers and increase and maintain regular customers
Installing CAD/CAM system for manufacturing custom made orthoses to gain business opportunities
Collaborate with other organisations and expand the business to new market (take orthotic order from other clinics and enter possible market niche).
Implementation Plan
Marketing strategies showed above would be the objectives of this implementation plan.
Roles and responsibilities within the marketing plan implementation schedule
Personnel
Role and responsibilities
Administration
Improve customers management system
Conduct revision of promotion activities whether it is appropriate for the target market
Podiatrist and Orthotist
Provide quality treatments to patients and keep improving the knowledge to enhance customer satisfaction.
Attending seminar and conference for networking and to gain new knowledge
General Practitioners and Other clinics
Referrer patients to the clinic
Toenaildoc require to provide enough information to other organisation and maintain good communication with them
Web Designer
Establish and edit Toenaildoc website
All the works have to be done on time with good communication
Communications strategies
Using different communication methods to ensure that all personnel work together is necessary to achieve the goal.
Email:
It is very common nowadays sending referral via email rather than using Fax.
Email is good way to communicate with other professional as evidence stays in computer.
Phone
Remind patients of appointments are important to prevent them missing the appointments. This could be effective confirming appointment with patients through phone before appointments.
Letter
Toenaildoc usually send remind letter for reviewing treatment especially patient have orthotic treatment before (after a year from previous treatment).
Networking Event
Attending networking event to built new network and expand the business. This gives big opportunity to Toenaildoc developing the business.
Website
Information of the services has to be available online for customers and it is important customer can contact the clinic through website.
Timetable will be used for monitoring and controlling implementation plan. Check list would be useful to ensure all required works is completed in each timetable stage.
Keeping record of sales is necessary to measuring progress and alters the strategies if it is required.
Poor communication can lead delay of implementation plan and repeating same process of implementation plan. It is important to monitor and maintain good communication with team members and collaborators to progress the plan without time wasting.
Conclusion
Toenaildoc has served podiatry treatment in Peth for 25 years. This report has shown opportunities which Toenaildoc has and analysed those opportunities. Good communication with personnel who involved the implementation plan is necessary to control and monitor the plan. Marketing objectives has listed such as increasing customers come for permanently fixing ingrown toenails and custom made foot orthotic treatment, conducting revision of own customer management system to improve communication with regular customers and increase and maintain regular customers, installing CAD/CAM system for manufacturing custom made orthoses to gain business opportunities and collaborate with other organisations and expand the business to new market (take orthotic order from other clinics and enter possible market niche).
Time table and check list will be used to achieve the goal and progress the implementation plan. This will help to develop the business and gives great opportunities to Toenaildoc.
Reference
http://www.galleriapodiatry.com.au
Retrieved from 04/01/2015 http://www.healthengine.com.au/find/Podiatry/WA/Morley-6062/ Retrieved from 28/12/2014 http://www.ingrowntoenailsperth.com.au Retrieved from 26/12/2014 http://www.medicaldoctors.com.au/doctor/38045/toenail-doc Retrieved from 28/12/2014