This document provides a marketing research proposal for Chiropractic Specialists of Watertown. It summarizes the history and licensing of chiropractic care. It then analyzes the chiropractic industry, legislation impacting it, market trends, target demographics, and Chiropractic Specialists' background and services. A survey of current patients found most were women ages 41-60. The proposal defines the problem as understanding how and what customers know about the clinic. It analyzes the clinic's current advertising and competitive advantages. Recommendations will emphasize differentiating services and promoting benefits to attract new patients.
State of the US healthcare industry - a compilation of infographics 2014Dr. Susan Dorfman
2014 is the year of healthcare reform! The internet is full of amazing information showcasing the scope of the reform and its current successes and struggles - as well as the impact it will have on the varying healthcare stakeholders, from healthcare professionals to institutions, patients and pharmaceutical manufacturers
Managed Care within Health Care covers a variety of information from nursing homes, policies, Medical, Medicare, out of pocket, and partial payment, management, contracts, government, and the Social Security State Fund. Within this working paper I will discuss a few of these mechanisms that are applied and utilized within ‘Managed Care’ today. A system within a system that brings in 25% of the United States debt.
State of the US healthcare industry - a compilation of infographics 2014Dr. Susan Dorfman
2014 is the year of healthcare reform! The internet is full of amazing information showcasing the scope of the reform and its current successes and struggles - as well as the impact it will have on the varying healthcare stakeholders, from healthcare professionals to institutions, patients and pharmaceutical manufacturers
Managed Care within Health Care covers a variety of information from nursing homes, policies, Medical, Medicare, out of pocket, and partial payment, management, contracts, government, and the Social Security State Fund. Within this working paper I will discuss a few of these mechanisms that are applied and utilized within ‘Managed Care’ today. A system within a system that brings in 25% of the United States debt.
Over the last twenty years, medical costs associated with lost time workers’ compensation claims has risen dramatically, despite efforts to reform the system. Medical tourism, a popular option for many seeking lower cost health care, is one option that has yet to catch on. Issues of quality of health care in other countries is no different for workers’ compensation patients, as it is for health care patients, and with accreditation from the Joint Commission International (JCI), hospitals that cater to medical tourists offer better care at lower cost than most U.S. hospitals offer. Certain procedures, common to workers’ compensation claims, such as knee replacement, hip replacement and spinal fusion in countries such as India, Thailand and Singapore, are considerably lower cost than those performed in the U.S.
However, legal barriers currently exist not only for medical tourism, but for its implementation for workers’ compensation. Medical malpractice, liability laws, patient privacy and medical records (HIPAA), ERISA, and the PPACA, all present significant obstacles that need to be addressed before such implementation are possible. Case law in the US has recognized limited use of medical tourism, both domestic and international, and opens the door a little for further development in this direction. The globalization of healthcare as evidenced by the tremendous growth of medical tourism in the health care arena, will lead to the implementation of international medical providers into the medical provider network for workers’ compensation.
Seminar 9 health care delivery system in united states of americaDr. Ankit Mohapatra
Health care organization
Health financing in US
Payment mechanism
Health expenditure
Human and physical recourses
Public health
Patient pathway into health care
Provision of services
ACA
US vs India Healthcare
Over the last twenty years, medical costs associated with lost time workers’ compensation claims has risen dramatically, despite efforts to reform the system. Medical tourism, a popular option for many seeking lower cost health care, is one option that has yet to catch on. Issues of quality of health care in other countries is no different for workers’ compensation patients, as it is for health care patients, and with accreditation from the Joint Commission International (JCI), hospitals that cater to medical tourists offer better care at lower cost than most U.S. hospitals offer. Certain procedures, common to workers’ compensation claims, such as knee replacement, hip replacement and spinal fusion in countries such as India, Thailand and Singapore, are considerably lower cost than those performed in the U.S.
However, legal barriers currently exist not only for medical tourism, but for its implementation for workers’ compensation. Medical malpractice, liability laws, patient privacy and medical records (HIPAA), ERISA, and the PPACA, all present significant obstacles that need to be addressed before such implementation are possible. Case law in the US has recognized limited use of medical tourism, both domestic and international, and opens the door a little for further development in this direction. The globalization of healthcare as evidenced by the tremendous growth of medical tourism in the health care arena, will lead to the implementation of international medical providers into the medical provider network for workers’ compensation.
Seminar 9 health care delivery system in united states of americaDr. Ankit Mohapatra
Health care organization
Health financing in US
Payment mechanism
Health expenditure
Human and physical recourses
Public health
Patient pathway into health care
Provision of services
ACA
US vs India Healthcare
Five Questions” You will write responses to five (5.docxRAJU852744
“
Five Questions
”
:
You will write responses to five (5) questions provided by the instructor, each response
approximately 350-500 words long.
These questions will help you identify and evaluate:
theroleofthegoverningbodythatyouaretargetingwithyourproposal;
thetwoopposingpolicypositionsandtheirclaimsmakers(i.e.thosewhoaresupporting
each position and their investment in that stance); and,
your integration of conceptual material from weekly readings and class discussions
through midterm, including:
types of moral perspectives;
political alliances and relative political power of policy proposals;
impact of social factors/social conditions on issue and proposed solutions;
current and projected disparities in healthcare use and outcomes.
It is expected that you will be building on these writings as you proceed through the term.
list of the topic
Sources must include course readings as well as research from peer-reviewed academic
journals.
Final write-up of the paper is due at 7 p.m. on Wednesday of Finals Week and emailed to the instructor
.
Choose one of the following for your policy analysis paper.
Public Health and Rights to Privacy:
Should medical providers be bound by Public Health policies? Recently, a nurse who was exposed to the Ebola virus refused quarantine rules imposed by the legislature and health department of New Jersey. What were the arguments on both sides? What roles did science, cultural values and norms, and political posturing play in policymaking? What other factors were involved? What are implications for other issues in which private and public health sectors must collaborate?
Is unregulated economic growth good for our health?
Scientists argue that diminishing biodiversity in our ecosystems world-wide, much of it due to unrestricted development and other human activity, will affect our health in the future. Are there ways we can grow an economy and maintain diversity in the environment?
Health care digitization and other new technologies in your docto
r’s
office:
Physicians and their staffs are facing increased pressures to digitize medical records, and recruit and maintain a remote client base through telemedicine practices, i.e., incorporate new technologies into their practices. Are these new practices changing the doctor-patient relationship? What do both doctors and patients think about the changes? And, what roles are medical industries, healthcare corporations, and governments playing in effecting certain changes?
Making the rules regarding wom
en’s
contraceptive choices:
One of most controversial (and litigated) provision of the PPACA is the obligation of employer plans to cover contraceptive services under prevention. Businesses that oppose coverage have challenged the law and won concessions. What are the origins of this debate, both in the construction of the law and in the history of women
’s
contraceptive choices in America? What implications doe ...
· 7.4 Assignment Comparing Between-subjects and Within-subjects R.docxgerardkortney
· 7.4 Assignment: Comparing Between-subjects and Within-subjects Research
Design or locate a published study that illustrates application of between and within subjects design. Explain the merits of each and the limitations of each (between and within). Indicate which you believe is more informative of the results.
· Demonstrate understanding of the task and be able to address requirements using creativity and application of research design knowledge.
· Must demonstrate ability to analyze existing research to compare strengths and limitations of between-subjects and within-subjects analysis.
1
Course Learning Outcomes for Unit I
Upon completion of this unit, students should be able to:
1. Compare and contrast health services organizations within the healthcare system.
1.1 Explain the primary organizational components of the healthcare system and the
commonalities and differences among health services organizations.
Reading Assignment
Chapter 2:
Why and How Health Care Organizations Need to Change, pp. 13-34
Chapter 11:
Leading Change: First Steps in Employing Strategic Intelligence to Get Results, pp. 259-310
Unit Lesson
The Ideal Health System
Imagine you are now the Secretary of Health and Human Services; you have a magic wand and you can
create the perfect healthcare system. What components would it have? Would it include:
1. improving health outcomes for individuals, families and communities,
2. defending your population against threats to their health,
3. protecting your population against financial the consequences of bad health,
4. providing access to all with equality and no disparity, and
5. making it possible for people to make decisions in their own plans of care as well as have input into
the decisions that affect your country’s overall health system?
If you answered yes to these components, your definition matches the World Health Organization’s
Components of a Healthcare System (2010).
How This Course & Content Have Real-Word Application
We are witness to history and are living in one of the most active times in our country’s history for healthcare
reform. In 1966, the Medicare Act was signed into law by President Johnson, the most significant piece of
healthcare legislation in our country to that point. Fast forward from 1966 to 2010 and the passing of the
Affordable Care Act, which arguably is the second most impactful piece of legislation on U.S. health care
since the Medicare Act.
Medicare has grown significantly since 1966 and is now about 14% of our national budget, covering 47 million
Americans (Kaiser Family Foundation, 2015). Government health plans (Medicare, Medicaid, Tri-Care,
Veteran’s Administration) are growing and are on pace to insure more lives in the near future than lives
covered by commercial plans (Cigna, United, Blue Cross, etc.)
Speaking of this growth, Sylvia Burwell, Health & Human Secretary Director, announced that by 2018 the
Centers for Medicar.
In the coming years the United States will find themselves going through a number of changes within the Social Security Administration which will affect the Health Care Industry as we know it “Hospital size has long been an area of discussion and debate in the U.S. healthcare industry. Questions have consistently focused on cost management or efficiency in large versus small hospitals. A persistent question among researchers is whether efficiencies are associated with larger facilities through economies of scale, or if there are alternate scenarios that play a significant part in hospital cost and efficiency” (2009, JHM). Since the Affordable Health Care Act was established it made obtaining health care much more affordable and accessible, but at the same time there has to be some cut back.
Code of ethics and legal practices has been very old element in the professional management of the doctor’s behaviour. The ethical practices or code shows a commitment to act with honesty in extreme situations. At the time patients seek medical treatment they are not just entering a normal social relationship, they often feel vulnerable but required to share and expose important aspects of their lives. Codes of ethical conducts provide some tangible safety to both doctors and patients in such circumstances. In the below report, the researcher is explaining ethical, legal and
professional guidelines and principles for health care as well as its implications in the healthcare sector of the United Kingdom. After reading this report, the reader would be able to understand how healthcare adopts ethical practices at the workplace and ensures protection of patients in their medical treatment.
This research paper outlines the idea of cost-effective health care, which minimizes 'unnecessary' patients tests and procedures that do not improve patient outcomes. The analysis focused on examining current trends in cost-effective health care, the rise of modern medical technologies involved in cost-effective health care, and the benefits of the U.S. implementing a cost-effective health care system. Mrs. McCallister and Dr. Pahwa were instrumental in the formation of this paper.
US Healthcare Reform and Impact On Pharma and Healthcare IT CompaniesDr. Susan Dorfman
US Healthcare Reform and Its Impact on Pharma and Healthcare Companies:
Implications Current and Future
Presented at the Edison Ventures Pharma and Healthcare Business Solutions Executive Meeting Lawrenceville, NJ
April 20, 2010
The Digital Medicine Crystal Ball: Unlocking the Future of Real-Time, Precise...Cris De Luca
The last five years have seen an unprecedented eruption in technological and health advances.
These new technologies and products—many undergoing rigorous clinical validation—will have significant direct impacts on diagnosing, preventing, monitoring or treating a disease, condition or syndrome, which in turn will transform disease management and alter business models across industries.
This whitepaper describes the current and future influence of digital medicine on the health ecosystem and highlights how various stakeholders are working to deliver clinically impactful and economically viable solutions in a saturated yet still-emerging business environment.
Topics addressed in the whitepaper include:
How various stakeholders are working to deliver clinically impactful and economically viable solutions in a saturated yet still-emerging business environment
The new roles of traditional healthcare players
How the entrance of new technologies will affect partnership models and business strategies
The future of digital medicine’s regulatory environment
Author: Nicole Fisher
The report, produced by EBD Group in collaboration with Hogan Lovells, and authored by Forbes contributor, Nicole Fisher, features insights from Christine Lemke, Evidation Health, Hogan Lovells, Cris De Luca, J&J Innovation, NIH/PMI, Rachel Sha, Sanofi, StartUp Health, and key opinion leaders such as John Nosta and Unity Stoakes.
mHealth Israel_ Digital Medicine_Whitepaper_The Digital Medicine Chrystal BallLevi Shapiro
The Digital Medicine Chrystal Ball: Unlocking the Future of Real-Time, Precise, Effective Healthcare. How will new digital technologies impact disease management and healthcare over the next decade? How will new digital technologies impact disease management and healthcare over the next decade?
HeadnoteGovernments with universal healthcare systems are increa.docxisaachwrensch
Headnote
Governments with universal healthcare systems are increasingly bemoaning the costs of their systems and the need to contain these costs if affordable healthcare services are to be sustained into the future. In a bid to reduce the costs of healthcare, politicians and bureaucrats have championed the need for reform. Although avoiding the language of rationing, the kinds of 'reforms' being championed (eg. greater government regulation of universal health coverage, reducing reimbursement for medical costs, cutting funding to public hospitals) seem however, to be more concerned with restricting universal healthcare coverage, rather than reforming it.
The rhetoric of healthcare reforms has also had a political ideological objective shifting the provision of and accountability for public healthcare services to private sector providers. This objective has been pursued despite experts warning that such a shift will ultimately lead (and in some cases has already led) to inequities and unjust disparities in access to healthcare and related health outcomes, especially in vulnerable populations who cannot afford private health insurance.
Australia has not been immune from ideologically driven machinations about the sustainability of its universal healthcare scheme, ie. Medicare. Despite health expenditure in Australia reportedly reaching a record low for the period 2012-2013, there has been a political campaign of spreading false and misleading information about Medicare's sustainability (Keast 2015).This misinformation has included 'blaming' vulnerable populations (eg. an ageing demographic, the 'undeserving poor') for their allegedly disproportionate over-utilisation of public healthcare services and the need to curb this costly 'wanton' demand. What has been overlooked in this situation, however, is that a key driver of the spiraling costs of healthcare is not the over-utilisation of services by people in need, but rather 'the use of wasteful tests and treatments' prescribed by doctors (Tilburt & Cassel, 2013) together with the rising costs of drugs (driven by the business behaviours of the pharmaceutical industry) and medical technology, particularly in hospitals. Also overlooked is the problem of language and the tendency to treat the terms 'healthcare', 'hospital care', and 'medical care' as being synonymous, when they are not. Failure to distinguish what each of these terms refers to unnecessarily muddles debate about what healthcare reforms are needed as well as where and how these should occur.
Question of nursing ethics
The ethics of healthcare rationing has been the subject of debate for decades. This debate has primarily rested on the issue of whether it is ever acceptable to ration healthcare and, if so, on what grounds. It has also prompted unresolved controversies about the interests of individuals versus the collective interests of society in accessing limited healthcare resources and how best to balance these competing inter.
The prostate is an exocrine gland of the male mammalian reproductive system
It is a walnut-sized gland that forms part of the male reproductive system and is located in front of the rectum and just below the urinary bladder
Function is to store and secrete a clear, slightly alkaline fluid that constitutes 10-30% of the volume of the seminal fluid that along with the spermatozoa, constitutes semen
A healthy human prostate measures (4cm-vertical, by 3cm-horizontal, 2cm ant-post ).
It surrounds the urethra just below the urinary bladder. It has anterior, median, posterior and two lateral lobes
It’s work is regulated by androgens which are responsible for male sex characteristics
Generalised disease of the prostate due to hormonal derangement which leads to non malignant enlargement of the gland (increase in the number of epithelial cells and stromal tissue)to cause compression of the urethra leading to symptoms (LUTS
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TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Verified Chapters 1 - 19, Complete Newest Version.pdf
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New Directions in Targeted Therapeutic Approaches for Older Adults With Mantl...i3 Health
i3 Health is pleased to make the speaker slides from this activity available for use as a non-accredited self-study or teaching resource.
This slide deck presented by Dr. Kami Maddocks, Professor-Clinical in the Division of Hematology and
Associate Division Director for Ambulatory Operations
The Ohio State University Comprehensive Cancer Center, will provide insight into new directions in targeted therapeutic approaches for older adults with mantle cell lymphoma.
STATEMENT OF NEED
Mantle cell lymphoma (MCL) is a rare, aggressive B-cell non-Hodgkin lymphoma (NHL) accounting for 5% to 7% of all lymphomas. Its prognosis ranges from indolent disease that does not require treatment for years to very aggressive disease, which is associated with poor survival (Silkenstedt et al, 2021). Typically, MCL is diagnosed at advanced stage and in older patients who cannot tolerate intensive therapy (NCCN, 2022). Although recent advances have slightly increased remission rates, recurrence and relapse remain very common, leading to a median overall survival between 3 and 6 years (LLS, 2021). Though there are several effective options, progress is still needed towards establishing an accepted frontline approach for MCL (Castellino et al, 2022). Treatment selection and management of MCL are complicated by the heterogeneity of prognosis, advanced age and comorbidities of patients, and lack of an established standard approach for treatment, making it vital that clinicians be familiar with the latest research and advances in this area. In this activity chaired by Michael Wang, MD, Professor in the Department of Lymphoma & Myeloma at MD Anderson Cancer Center, expert faculty will discuss prognostic factors informing treatment, the promising results of recent trials in new therapeutic approaches, and the implications of treatment resistance in therapeutic selection for MCL.
Target Audience
Hematology/oncology fellows, attending faculty, and other health care professionals involved in the treatment of patients with mantle cell lymphoma (MCL).
Learning Objectives
1.) Identify clinical and biological prognostic factors that can guide treatment decision making for older adults with MCL
2.) Evaluate emerging data on targeted therapeutic approaches for treatment-naive and relapsed/refractory MCL and their applicability to older adults
3.) Assess mechanisms of resistance to targeted therapies for MCL and their implications for treatment selection
Anti ulcer drugs and their Advance pharmacology ||
Anti-ulcer drugs are medications used to prevent and treat ulcers in the stomach and upper part of the small intestine (duodenal ulcers). These ulcers are often caused by an imbalance between stomach acid and the mucosal lining, which protects the stomach lining.
||Scope: Overview of various classes of anti-ulcer drugs, their mechanisms of action, indications, side effects, and clinical considerations.
Ozempic: Preoperative Management of Patients on GLP-1 Receptor Agonists Saeid Safari
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These lecture slides, by Dr Sidra Arshad, offer a quick overview of physiological basis of a normal electrocardiogram.
Learning objectives:
1. Define an electrocardiogram (ECG) and electrocardiography
2. Describe how dipoles generated by the heart produce the waveforms of the ECG
3. Describe the components of a normal electrocardiogram of a typical bipolar leads (limb II)
4. Differentiate between intervals and segments
5. Enlist some common indications for obtaining an ECG
Study Resources:
1. Chapter 11, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 9, Human Physiology - From Cells to Systems, Lauralee Sherwood, 9th edition
3. Chapter 29, Ganong’s Review of Medical Physiology, 26th edition
4. Electrocardiogram, StatPearls - https://www.ncbi.nlm.nih.gov/books/NBK549803/
5. ECG in Medical Practice by ABM Abdullah, 4th edition
6. ECG Basics, http://www.nataliescasebook.com/tag/e-c-g-basics
These simplified slides by Dr. Sidra Arshad present an overview of the non-respiratory functions of the respiratory tract.
Learning objectives:
1. Enlist the non-respiratory functions of the respiratory tract
2. Briefly explain how these functions are carried out
3. Discuss the significance of dead space
4. Differentiate between minute ventilation and alveolar ventilation
5. Describe the cough and sneeze reflexes
Study Resources:
1. Chapter 39, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 34, Ganong’s Review of Medical Physiology, 26th edition
3. Chapter 17, Human Physiology by Lauralee Sherwood, 9th edition
4. Non-respiratory functions of the lungs https://academic.oup.com/bjaed/article/13/3/98/278874
Title: Sense of Taste
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the structure and function of taste buds.
Describe the relationship between the taste threshold and taste index of common substances.
Explain the chemical basis and signal transduction of taste perception for each type of primary taste sensation.
Recognize different abnormalities of taste perception and their causes.
Key Topics:
Significance of Taste Sensation:
Differentiation between pleasant and harmful food
Influence on behavior
Selection of food based on metabolic needs
Receptors of Taste:
Taste buds on the tongue
Influence of sense of smell, texture of food, and pain stimulation (e.g., by pepper)
Primary and Secondary Taste Sensations:
Primary taste sensations: Sweet, Sour, Salty, Bitter, Umami
Chemical basis and signal transduction mechanisms for each taste
Taste Threshold and Index:
Taste threshold values for Sweet (sucrose), Salty (NaCl), Sour (HCl), and Bitter (Quinine)
Taste index relationship: Inversely proportional to taste threshold
Taste Blindness:
Inability to taste certain substances, particularly thiourea compounds
Example: Phenylthiocarbamide
Structure and Function of Taste Buds:
Composition: Epithelial cells, Sustentacular/Supporting cells, Taste cells, Basal cells
Features: Taste pores, Taste hairs/microvilli, and Taste nerve fibers
Location of Taste Buds:
Found in papillae of the tongue (Fungiform, Circumvallate, Foliate)
Also present on the palate, tonsillar pillars, epiglottis, and proximal esophagus
Mechanism of Taste Stimulation:
Interaction of taste substances with receptors on microvilli
Signal transduction pathways for Umami, Sweet, Bitter, Sour, and Salty tastes
Taste Sensitivity and Adaptation:
Decrease in sensitivity with age
Rapid adaptation of taste sensation
Role of Saliva in Taste:
Dissolution of tastants to reach receptors
Washing away the stimulus
Taste Preferences and Aversions:
Mechanisms behind taste preference and aversion
Influence of receptors and neural pathways
Impact of Sensory Nerve Damage:
Degeneration of taste buds if the sensory nerve fiber is cut
Abnormalities of Taste Detection:
Conditions: Ageusia, Hypogeusia, Dysgeusia (parageusia)
Causes: Nerve damage, neurological disorders, infections, poor oral hygiene, adverse drug effects, deficiencies, aging, tobacco use, altered neurotransmitter levels
Neurotransmitters and Taste Threshold:
Effects of serotonin (5-HT) and norepinephrine (NE) on taste sensitivity
Supertasters:
25% of the population with heightened sensitivity to taste, especially bitterness
Increased number of fungiform papillae
1. Running head: MARKETING RESEARCH PROPOSAL 1
Marketing Research Proposal for
Chiropractic Specialists of Watertown
Bonnie Gallea
Concordia University, St. Paul, MN
2. MARKETING RESEARCH PROPOSAL 2
Table of Contents
Introduction................................................................................................................................. 3
History......................................................................................................................................... 3
Licensing..................................................................................................................................... 4
Industry Analysis ........................................................................................................................ 4
Legislation................................................................................................................................... 6
Market Trends............................................................................................................................. 7
Target Market.............................................................................................................................. 8
Company Background ................................................................................................................ 9
Problem Definition.................................................................................................................... 10
Advertising Analysis................................................................................................................. 10
Competitive Advantage ............................................................................................................ 12
Recap of Survey........................................................................................................................ 13
Message Strategy and Marketing Tactics ................................................................................. 16
Recommendations..................................................................................................................... 17
References................................................................................................................................. 20
3. MARKETING RESEARCH PROPOSAL 3
Marketing Research Proposal for Chiropractic Specialists of Watertown
Introduction
Chiropractic Specialists of Watertown is a small store front chiropractic office in
Watertown, Minnesota. Watertown is a community of approximately 4500 people with four
surrounding towns of similar size within a 15 mile radius. The clinic has many of the same
products and services offered by the dozen or so local chiropractors in the area. There are a
couple of services which help the clinic stand out from the rest. Exploring what the current
customer base understands about the clinic as well as how they came to be patients becomes a
critical part of advertising effectively. This proposal discusses information gathered through
primary and secondary sources. The primary source, a survey, was administered in order to
discover frequency, attitudes, and opinions of current patients regarding the clinic. The
secondary sources are a variety of government websites, research websites, websites of the
competition, and local newspaper websites. All of the information obtained will be used to
recommend a direction for advertising, including messages and tactics. It will be extremely
important to emphasize aspects of the clinic that differentiate them from their competition.
History
It has been a long struggle for chiropractors to be recognized as actual health care
professionals. The very first adjustment was done in 1895 by B.J. Palmer. (High Beam Business,
2013). By manipulating the spine of a deaf man Palmer was able to restore his hearing. This
discovery led to the theory that a misaligned spine causes illnesses. Palmer opened the first
school of chiropractic in 1897 in Davenport, Iowa. Chiropractors were often deemed as mystics
and jailed for practicing medicine without a license. Eventually standard exams and diagnostic
4. MARKETING RESEARCH PROPOSAL 4
tools were developed and chiropractors began to gain respect. Over one hundred years later they
continue to battle with mainstream medical professionals for a position in the medical
community. The misconceptions associated with chiropractic services often make individuals
leery to become perspective patients.
Licensing
Chiropractors are health practitioners having a degree in chiropractic (D.C.) which
requires a specialized 3-4 year undergraduate education followed by a doctorate in many cases.
The minimum education required in Minnesota is 2 years of pre-professional classes at a fully
accredited CCE (Counsel of Chiropractic Education) school plus an internship and board tests in
order to qualify for licensing. (Bureau of Labor and Statistics, 2012). Successful completion of
the National Board of Chiropractors Examination, a Board Jurisprudence Examination, is
required for most states but there are a few states which maintain their own standardized tests.
The board tests consist of five parts without any specialized certifications, those are additional.
Minnesota does require a Chiropractic license and offers certifications for Independent
Examiner, Acupuncture, Professional Firm, Sports Practitioner, Department of Transportation
Physicals, and Animal Chiropractic for specialized services. Chiropractors are required to obtain
continuing education every year in order to keep their license.
Industry Analysis
Chiropractic is the largest alternative medicine industry in the United States and the third
biggest medical profession. It has shown slow but steady growth over the last two decades. The
industry is expected to reach over $12.5 billion by 2015. (PR Web, 2010). As the population gets
5. MARKETING RESEARCH PROPOSAL 5
older and traditional health care becomes more costly, Chiropractic is expected to grow even
more. One of the key successes has been governmental reform. In 1999 Bill Clinton signed The
Veterans Millennium Health Care Act which required the Veterans Administration (VA) to
create policies covering Chiropractic. (High Beam Business, 2013). This helped to legitimize the
industry. The largest threats to the industry have been both the AMA (American Medical
Association) and insurance companies. Chiropractors are in direct competition with traditional
medical doctors.
Regulation affects the industry probably more than any other factor. Whether the
government creates more legislation to protect society and restricts the industry or more
acceptances to alternative medicine (avoiding drugs and surgery) takes place. The greatest
controllable factor is public perception. Making sure the general population understands what
chiropractic is capable of and what it is not will allow consumers to make wise decisions for
their continued health care.
11.8
11.9
12
12.1
12.2
12.3
12.4
12.5
2008 2009 2010 2011 2012
AmountinBillions
Years
Chiropractic Growth Over the Last Five Years
6. MARKETING RESEARCH PROPOSAL 6
Legislation
There have been many laws proposed and passed over the last decade impacting
chiropractors. They range from business practice policies to insurance legislation. One that has
affected many small chiropractors is the American Recovery and Reinvestment Act of 2009. It
addresses fee schedules for Medicare as well as The Medicare Electronic Health Record (EHR)
Incentive Program. “What is an EHR? An electronic health record (EHR)—sometimes called an
electronic medical record (EMR)—allows healthcare providers to record patient information
electronically instead of using paper records. However, EHRs are often capable of doing much
more than just recording information. The EHR Incentive Program asks providers to use the
capabilities of their EHRs to achieve benchmarks that can lead to improved patient care.” (EHR
Incentive Programs, 2013). EHR is meant to standardize practices among doctors, dentists, and
chiropractors. For small struggling chiropractic offices these changes can and will affect the
bottom line. The incentive attached allows for some reimbursement of the program. In order to
provide adequate care for their patients as well as receive Medicare payments chiropractors, as
well as all medical professionals, will need to update their practices.
Another jump forward for chiropractors has been the Patient Protection and Affordable
Care Act. The law reads: “Plans may not discriminate against any provider operating within their
scope of practice.” (Sosnoski, 2013). The law does not require that insurance companies contract
with each provider but they cannot eliminate chiropractors from their network. Overall, recent
legislation protects patients and provides for alternative medicine helping to validate chiropractic
services.
7. MARKETING RESEARCH PROPOSAL 7
Market Trends
With Americas aging population and the increased need for cost-effective ways to treat
and prevent injuries, chiropractic has been on the rise. According to the United States Census
Bureau 13.3% of the total population is above 65. This age group has more disposable income
than previous generations to invest in their health. Chiropractic allows patients to have a closer
working relationship with their doctor, a primary need for the target market. Personal interaction
has also proven to be important to the current patients of Chiropractic Specialists of Watertown.
There are over 60,000 doctors of chiropractic currently practicing in the United States
and more students graduating each year. Employment opportunities for chiropractors are
expected to be better than average, growing by approximately 28%. (Bureau of Labor and
Statistics, 2013). The current recession with its unemployment and insurance problems has made
chiropractic a valuable tool for many. Chiropractic services continue to be in high demand which
appears to be directly related to the patient’s ability to pay and decreasing reimbursement from
third party payers. (Ebrall, Draper, Repka, 2008). Because of this higher demand both
0
20000000
40000000
60000000
80000000
100000000
Under 18 18-24 25-44 45-64 Over 64
TotalPersons
Age Groups
U.S. Population in 2010
8. MARKETING RESEARCH PROPOSAL 8
educational and technological advancements have taken place. Advancements in assessment,
diagnosis, therapy, management principles, scope, and clinical research have all helped to bring
chiropractic services into the forefront.
Target Market
Contemporary and alternative medicine is the fastest growing industry in the nation. The
patients utilizing chiropractic services are primarily women in both the Baby Boomers and
Generation X age groups. (Barnes, Powell-Griner, McFann, Nahin, 2004). This statistic holds
true with the current patients of the clinic. Although, more efforts are being made to open up the
demographics to children offering specialized pediatric treatments. They are people interested in
alternative medicine and avoiding the high cost of traditional treatments. They are more likely to
live in urban areas than rural. Approximately two-thirds of chiropractic patients first present with
back or neck pain, extremity pain accounts for another 13%. (Barnes, Powell-Griner, McFann,
Nahin, 2004). Most of the target market is employed with an education level above high school.
Income levels appear to be moderate to better than average. “Caucasians make up 60.4% of the
chiropractic patient base with Hispanics (13.6%) and African Americans (12.7%) comprising the
next largest ethnic groups.” (Allen, 2005).
60%
14%
13%
13%
Ethnic Groups using Chiropractic
Caucasians
Hispanics
African Americans
Other
9. MARKETING RESEARCH PROPOSAL 9
There is projected growth in the total number of people utilizing chiropractic care,
exactly how much seems to be debated. (Barnes, Powell-Griner, McFann, Nahin, 2004). As the
cost of traditional medical treatments rise and familiarity with alternative medicine increases,
individuals seeking to be actively involved in their own healthcare will continue to participate in
chiropractic care. Marketing efforts as well as the availability of information on the internet
appear to be the greatest catalyst of change, creating the awareness needed to fuel the increased
growth. In order for advertising tactics of Chiropractic Specialists of Watertown to be successful
they will need to increase recognition of the benefits that their services provide.
Company Background
Chiropractic Specialists of Watertown is a family owned business. They are a part of the
enormous heath care industry, a small store front facility with one Chiropractor. Dr. Heather
Jarvis and her husband Kyle are owners and operators of the clinic. They provide diagnostic and
therapeutic treatment of neuro-musculoskeletal disorders using manipulation and adjustment of
the spinal column and extremities. They offer acupuncture, massage, and supplements to
enhance the whole body experience to healthcare as well as Department of Transportation (DOT)
physicals, student sports physicals, spinal screenings, EMS (Electric Muscle Stimulation), and
traction.
Dr. Jarvis has owned the clinic since January of 2012. She purchased it from Dr. Charles
Cook of Jordan, Minnesota. They have a website in process along with a Facebook page and
Google Plus account. The company mission is: “We want to help establish (and continue to
support) healthier lives for the people of Watertown and its surrounding communities. We
recognize that everyone is unique and needs to be treated as an individual, not a statistic. We
10. MARKETING RESEARCH PROPOSAL 10
will provide customized care for each and every patient, each and every day. We will give you
the building blocks to a healthier life...without breaking the bank. Trustworthy, personable
healthcare at an affordable price does exist. You can find it at Chiropractic Specialists of
Watertown.” (Chiropractic Specialists of Watertown, 2013). There are currently 437 patients,
160 of those new since January of 2012 when Dr. Jarvis bought the clinic. Dr. Jarvis and her
husband are long standing members of the Watertown Area Chamber of Commerce,
participating heavily in community affairs. Her patients have a deep respect and trust in her
abilities which are apparent in the results of the survey.
Problem Definition
The problem definition is to gain more understanding into how, where, and what
customers of Chiropractic Specialists of Watertown know about the clinic. This framed as a
question is “Why do customers choose to or not choose to come into the clinic?” The survey
(primary source), the data obtained through secondary sources, and an analysis of current
advertising and marketing methods will attempt to address this question allowing Chiropractic
Specialists of Watertown to more effectively engage new markets.
Advertising Analysis
Chiropractic Specialists’ current advertising efforts center on word of mouth, newspaper
advertising, minimal direct mail, yellow page distribution, and some social media involvement
including a website, Facebook, and Google Plus account. The newspapers being utilized are the
Herald Journal Medical Directory published annually and Carver County Living produced
quarterly with a total circulation of approximately 7000 (Herald Journal, 2013) costing
11. MARKETING RESEARCH PROPOSAL 11
approximately $129 per publication. The Carver County Newspaper published once a week with
a circulation of 1837 (Carver County News, 2013) costs approximately $23 per issue. These
efforts are primarily to target the elderly patients frequenting the clinic. According to survey
results, Carver County News seems to be an effective method of reaching this demographic. The
simple, basic ads themselves are each individual often highlighting a coupon or special. In order
to grab attention from those people not already patients, the ads will need to spark interest
through great headlines or even testimonials.
The direct mail consists of calendars, post cards, and magnets sent to current customers
helping to remind them of services available. They also utilize the Welcome Neighbor program.
This allows them to send advertising to new homeowners in the area. Direct mail can be
expensive so these efforts are adequate at this time. In the future, potential customers could be
sent flyers through newspaper distribution allowing for a larger audience.
The website is in its infancy as is the Facebook and Google Plus account. These will
require much more effort and utilization to be fully effective. Many of the competing
chiropractors in the area have websites that both inform patients of services provided and explain
procedures used in standard treatments. The social media efforts will need to more completely
describe to patients the essential benefits enhancing the chiropractic services available, creating
heightened awareness. Appointment setting, testimonials, and even a list of supplements
available are all possible additions to the website that should be considered.
12. MARKETING RESEARCH PROPOSAL 12
Competitive Advantage
There are approximately one dozen chiropractors in the towns surrounding Watertown,
Minnesota; many of those within 10 to 15 miles. Having any advantages over the competition is
extremely important as is highlighting those advantages in advertising messages.
Some of Chiropractic Specialists’ competitive advantages lie in the student sports
physicals, DOT physicals, and acupuncture treatments. According to the websites of two
of the top area chiropractors, these services differentiate them from their competitors.
They are a small hometown chiropractor with a personalized attitude toward their patients.
Each patient is treated with respect and listened to, a very unique quality for any medical
facility.
Price is another advantage they have over many larger chiropractors. They often negotiate
with customers to provide them with the best possible care they can.
The additional services, hometown feel, and price need to be promoted. Showing
potential customers the benefits of choosing Dr. Jarvis as their family chiropractor becomes
critical to success.
Included below is the S.W.O.T. analysis summarizing opportunities for growth and
highlighting possible weaknesses. S.W.O.T. (Strengths, Weaknesses, Opportunities, and
Threats) provides a brief overview of Chiropractic Specialists of Watertown’s internal and
external factors. This analysis is meant to show the current business environment identifying
areas in need of improvement.
13. MARKETING RESEARCH PROPOSAL 13
Strengths Weaknesses
Internal
Factors
Well-known for excellent patient care. Not enough marketing methods
utilized.
Increased patient traffic and loyalty. Simple non-descript advertising.
Opportunities Threats
External
Factors
Many services not available at other clinics. Several other chiropractors in the
area, many having similar products
and services.
With the current economic conditions
chiropractic appears to be growing.
Legislation and public policies
restricting services.
Individual and customized patient care. AMA and Insurance Companies
Recap of Survey
The survey was given over a period of two weeks and resulted in 23 responses. This is
slightly less than what is needed to make a good determination of issues but in looking over the
responses some key factors came into focus. (Zikmund, Babin, 2010, p.413).
While the majority of patients were women they also fell into the 41-60 age group which
fits well within the national target demographic. When asked if service, product, or price was
more important, it was fairly evenly distributed between service and product with only one
person conveying price as more important. This suggests what the clinic has to offer and how
patients are treated there is extremely valuable.
In determining where patients have seen advertising for Chiropractic Specialists of
Watertown, Carver County News was by far the most effective method of reaching the
individuals surveyed. Most of those asked also indicated they liked the advertising itself. One
individual responded with “Your advertising needs a little juice. Black and white ads from
businesses in newspapers all look the same, standout and placement are key. The average person
needs to hear or see a message at least 8 times before he or she starts paying attention.” This
comment is beneficial in determining true feelings regarding the advertising. Understanding the
14. MARKETING RESEARCH PROPOSAL 14
messages displayed is quite different than attention grabbing and ultimately remembering the ads
for those not aware of the clinic already.
The majority of people responding to the survey visit the office once per month followed
by those only visiting when they have pain. The frequency of visits is indicative of loyalty.
Patients return to the clinic when services are needed. This can also represent an opportunity for
reminding them of services which alleviate pain or enhance wellness.
In looking over the information given by respondents, it became obvious that Dr. Jarvis is
well respected as a chiropractor with 81% of her patients believing she does an excellent job,
much better than her competition, 100% of people surveyed were satisfied with their treatment.
In regards to awareness, many people were either not aware of all the services offered or
what benefit these services would have for them. As seen in the graph below adjustments and
supplements are the primary services used with acupuncture not far behind. There is another
opportunity here for developing a message that differentiates them from their competition.
Store
Front
Herald
Journal
Carver
County
News
Crow
River
Phone
Book
Frontier
Pages
Phone
Book
Internet
Other
6
2
12
2
1
1 2
Where have you seen advertising for
Chiropractic Specialists of Watertown?
Other: Direct mail calendars and advertising on company vehicle
15. MARKETING RESEARCH PROPOSAL 15
An interesting fact was the even split between other family members utilizing the
services at the clinic and those that did not. When asked, “Why not?” the respondents suggested
other family members were not in need of services. Advertising for wellness and supplement
services may be an additional possibility for growth.
As expected, 79% of the patients use the internet to surf for information on products or
services and only 47% actually read the ads. This, of course, makes search engine optimization a
critical attribute. As noticed in a prior question, only one person communicated they had seen
advertising on the internet. Social media efforts are just beginning at the clinic; with continued
involvement in this area recognition and promotion will improve. Only four respondents advised
they would like to receive email specials or advertisements however, there may be a mutual
benefit in an email newsletter. A newsletter can build a relationship with continued
communication and awareness.
Finally, a surprising element was finding that the patients surveyed were not particularly
concerned with insurance coverage, again showing the importance of service and product. Below
0
5
10
15
20
25
Adjustments Acupuncture Massage Supplements Student
Sports
Physicals
DOT
Physicals
Respondents
Services
What services have you used in the past?
16. MARKETING RESEARCH PROPOSAL 16
is a chart with comments from patients. Most patients did not have recommendations or
statements.
Staff photos and bios. Add a snack bar at the
clinic.
More private rooms
Include some stretching and vibration with
each visit.
It smells a little musty.
Really like getting the text reminders for
appointments. Love the website and the
mobile-friendly version.
Use Ultrasound for care when appropriate.
Carpet in EMS room seems a little worn but
otherwise remodel is very nice.
You guys do a great job.
Overall, what the above results illustrate is while the clinic is valued for its services and
products with its current patients the advertising does not effectively communicate their benefits.
In order to bring in new customers, advertising will need to highlight their competitive
advantages. Some of those might be friendly home town feel, a doctor that cares, and unique
services that assist in healing and wellness care, as well as a valued relationship.
Message Strategy and Marketing Tactics
Chiropractic Specialists of Watertown needs to capitalize on any edge they have over
their competition. Creating a message that resonates with perspective patients will be a key
element. All of the patients surveyed reflected a valued relationship with Dr. Jarvis. This is one
element that can and should be highlighted within the advertising message. Testimonials are an
effective approach to communicate loyalty and show contrast. Disseminating pricing and unique
services will be critical to engaging new markets as well. Cost structures, product offerings, and
17. MARKETING RESEARCH PROPOSAL 17
customer support often differentiate companies from one another. The ability to communicate
those differences is important to gaining an additional consumer base.
There are several marketing tactics that can be used to reach the target demographic.
Carver County News has been effective and should remain in place. However, additional
methods should be considered. Increasing visits and sales is the overall goal of any marketing
program. Focusing marketing efforts on the customers that are more likely to purchase your
product or service is extremely important. Therefore, understanding your customer becomes
critical to success. Optimizing a mix of advertising that generates the highest levels of customer
sales and repeat business utilizes advertising dollars more effectively. Chiropractic Specialists of
Watertown has a relatively small budget for advertising making the selections for marketing
crucial. Inexpensive marketing tools are available for small businesses, many of which will be
recommended.
Recommendations
In order to adequately expand business proper marketing tactics need to be utilized.
Patient loyalties as well as engaging new markets should be addressed. The simple, effective,
and strategic approaches below are designed to increase traffic flow. Continued measurements
and communication with patients regarding effectiveness of methods will increase success.
Testimonials- Asking current patients to write testimonials for your website and
Facebook pages informs potential customers of benefits and can motivate them to act
faster. Small incentives can foster interest in writing testimonials, possibly a contest
or gift card.
18. MARKETING RESEARCH PROPOSAL 18
Great Headlines-Newspaper ads often look alike, creating a headline that makes
consumers stand up and take notice will help with differentiation. Some examples
might be “A doctor who cares” or “Feel the difference.” Another mistake often made
is too much content. Ads that contain an abundance of text do not get read.
Email Newsletters- Creating a newsletter that is sent out quarterly will build on
relationships already in place, product awareness, and service enhancements. Features
might include nutritional advice, lists of supplements available, posture tips,
chiropractic facts and techniques, and even stress management.
Referral Bonuses- Adding a referral bonus will help word of mouth grow in addition
to giving current patients a vested interest in the company.
Loyalty Cards- Offering current patients loyalty cards to generate business and
reward them for patronage can deliver a customer for life. Loyalty cards can be in the
form of either purchase 10 adjustments get one free or receive a $10 gas card after 5
adjustments.
Gift Cards- Another great way to generate business referrals. Having gift cards
available for patients to purchase as presents for friends or loved ones provides for
convenience and service.
Videos- In today’s world YouTube videos have been used often to promote services.
Short creative snippets illustrating proper posture or exercise techniques can increase
social media traffic. The more unique the better the feedback.
Search Engine Optimization- This is critical in allowing potential patients to locate
the clinic. Seventy-nine percent of patients surveyed surf the internet for products or
services. When possible customers search out services such as Department of
19. MARKETING RESEARCH PROPOSAL 19
Transportation (DOT) physicals or student sports physicals, or acupuncture they need
to see the website for Chiropractic Specialists of Watertown. Creative use of key
words enhances Boolean searches as well.
Out of home advertising- Chiropractic Specialists is right on the main street of
Watertown with a store front window. This is prime real estate for developing
awareness, not only of the clinic but also the services offered. A simple list of
services available large enough for people to read as they slowly drive or walk by will
enhance recognition. The survey results showed store front as the second largest
acknowledged method of advertising currently being utilized. Although, the
advertising is only the name of the clinic.
Flyers- Newspaper inserts could be used in the future to widen the audience. They are
slightly more expensive but can be used as the company grows and needs to expand
even further.
Facebook Advertising- While many in the survey said they did not read ads on the
internet Facebook advertising is very successful. As the company grows, it may be an
option to effectively target the demographic. Facebook allows for selection of the
exact demographic you wish to advertise to. Location, age, interest, and sex are some
of the options. Pay per click is one option that can be chosen as pricing, pay per
impression is another. (Facebook Ads Guide, 2013).
Events- A small table or booth can be created to use during community events such as
“Rails to Trails” or even the Carver County Fair. Booth costs range in price so this
can be added as the company grows. Potential patients can ask questions or talk with
Dr. Jarvis. Coupons and brochures can be offered than as well.
20. MARKETING RESEARCH PROPOSAL 20
The proposed marketing changes will help Chiropractic Specialists of Watertown to
create awareness within their current patients as well as attracting new and valued customers.
Chiropractic services have been on the rise, Dr. Jarvis is a valued member of the community, and
the only element missing is letting people know who they are and what they do. It is essential
that advertising grab attention and inform but even when an individual is drawn in that far, what
the company does to keep them is a critical aspect to success.
21. MARKETING RESEARCH PROPOSAL 21
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22. MARKETING RESEARCH PROPOSAL 22
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