History Progress to Date Goal Increase Visits: Go See a Chiropractor Chiropractic In America The Full Potential of Chiropractic Is Not Being Recognized • Only an estimated 5% of Americans are receiving chiropractic care annually – According to US Government data, 40 million Americans have used chiropractic in their lifetime – 15 million in the past year Chiropractic In America Chiropractic Lacks a Clear and Consistent Public Brand/Position/Story • Multiple associations (national and state) — with varying philosophies about chiropractic — are promoting their visions to the public. • Mixed messages about chiropractic are abound – Wellness, back pain, health promotion, care the for whole family, spinal health, etc. Chiropractic In America Individual Chiropractors Are Doing Their Own Marketing • Efforts focus on building chiropractic practices rather than promoting the value of chiropractic care – Chiropractors are often viewed as small business people first and healthcare providers second – Few promotional programs promote the value of and benefits of chiropractic in a relevant way Chiropractic In America As a Result, Chiropractic’s Public Profile and Image Suffer • Americans see chiropractors as the least honest and least ethical healthcare professionals – Only 31% of Americans considered chiropractors ethical and honest – Compared with 83% for nurses, 68% for MDs, 67% for pharmacists, 61% for dentists, and 38% for psychiatrists Source: Gallup News Service December, 2003 Chiropractic In America On the Other Hand, Many People Value and Have Confidence in Chiropractors • In the Environics survey, 55% of Americans said they have confidence in chiropractors (20% a great deal and 35% some) – 15% have no opinion – This is less than their level of confidence in medical doctors and about the same as their level of confidence in physiotherapists Research Research Business Approach • The FCP commissioned an Environics survey of 1001 adult Americans from October 28 to November 3, 2004. – The margin of error is plus/minus 3.1 percentage points, 19 times out of 20 Research Research Stats Chiropractic In America People Don’t Seek Chiropractic Care Because They Don’t Understand • In the Environics survey, only 7% of those who had experienced significant pain in the past year described themselves as regular frequent chiropractic patients – 32% said they had no reason or need to go or they didn’t think chiropractic would be useful or effective for them – 17% said they were no longer in pain and 15% cited cost or lack of insurance • The leading factor to get them to go to the chiropractor was persistent pain Chiropractic In America The Issue Is Effectiveness Rather Than Safety • In the Environics survey, non-users, former, and declining users were more concerned over perceived effectiveness of chiropractic rather than safety issues • Effectiveness: – 16% said chiropractors don’t offer services that would be useful to them – 6% said the chiropractor neither helped nor hurt them – 1% said they did not understand what chiropractors do Chiropractic In America The Issue Is Effectiveness Rather Than Safety • In the Environics survey, non-users, former, and declining users were more concerned over perceived effectiveness of chiropractic rather than safety issues • Safety: – 5% cited personal bad experiences – 4% cited no faith in chiropractors – 2% thought chiropractors were unqualified Chiropractic In America Despite High Levels of Satisfaction, Chiropractic Is Not Creating Enough Regular, On-Going Users • Environics survey found that 47% of respondents had never been to a chiropractor, only 5% described themselves as regular current users • 31% of Americans are declining (7%), occasional (7%), or minimal (17%) users • 13% are former users who said they have gone in the past, but stopped going all together Chiropractic In America Prevention, Maintenance, and Wellness Messages Are Turning Off Consumers • In the Environics survey, 30% no longer went to the chiropractor because their problem went away or they have not had a need • 21% listed cost or lack of insurance as the reason • 15% care had no impact or didn’t help • 11% bad experience • 7% didn’t think services would be useful to them • 2% endless cycle of visits Chiropractic In America Consumers Aren’t Interested in Receiving General Health and Wellness Care and Advice from Chiropractors • In the Environics survey, 80% of respondents said they would not consider going to the chiropractor for general advice about their health • 85% in the total said they would not go to the chiropractor for counseling about nutrition or other lifestyle issues. • 81% of non-users and 74% of all respondents said they would not consider going to a chiropractor to improve their overall health Chiropractic In America Initially: Back Pain Relief Is the Reason the Vast Majority of People Visit Chiropractors Conflict Positioning How Do We Increase Visits? • Build a perceived value • Develop and implement a national awareness campaign supporting chiropractic • Increase public awareness about chiropractic Positioning Build Perceived Value • Who’s perception is most important? • What’s the current perception? • How do we change it? Positioning Perception Concentrate on the perceptions of the prospect, not the reality of the product What matters are the perceptions that exist in the mind. The essence of positioning thinking is to accept the perceptions as reality. The Assault on the Mind What Positioning Is All About The Assault on the Mind Getting Into the Mind Those Little Ladders in Your Head Positioning of a Leader Positioning of a Leader Positioning of a Follower Line-Extension Trap Line-Extension Trap Positioning What Is the Public’s Perception? Initially, back pain relief is the reason the vast majority of people visit chiropractors Positioning What Is the Chiropractor’s Perception? How should chiropractic be perceived? – 83% said ―Wellness Care‖ How is chiropractic currently perceived by the public? – 81% said ―Management of Back & Neck Pain‖ Positioning Positioning How Do We Change Perception? We don’t! Take advantage of positions you already own in the minds of your prospects and relate them to a new position. Positioning What Do We Do About It? Develop and Implement a National Awareness Campaign to Support Chiropractic Strategy How Do We Develop the Campaign? 1. Positioning 2. Promotion 3. Participation Positioning How Do We Position Ourselves? Develop a brand positioning platform that focuses on the value of chiropractic care Message Pillars: 1. Back Pain 2. Transition 3. Health and Wellness Positioning What Do We Know? 5 Steps to Success What Position Do You Own? Start with the mind of the prospect. What position do you already own in their mind? 5 Steps to Success What Position Do You Want to Own? If you try to be all things to all people, you wind up with nothing. Better to narrow the focus of your expertise — to establish a unique position as a specialist. 5 Steps to Success What Position Do You Want to Own? To successfully position, you must know the territory. 5 Steps to Success What Position Do You Own? Positioning: Target Who Is Our Biggest Target? Back Pain Sufferers Why? – Back pain sufferers have a need for chiropractic care and will benefit from care – There are many of them (one-year prevalence rate is 33-44% – Those who have been once and more likely to return The Back Marketplace Back Pain Represents a Huge Opportunity • One of the most common afflictions in the United States according to the medical journal Spine – Lifetime prevalence of back pain is 75% to 90% The Back Marketplace Chiropractic Has the Best Back Story, But It Is Not Being Told • Chiropractic’s strongest research support is in treatment of back pain (AHCRP, Clinical Practice Guidelines, RAND, Spine 1997, BMJ 1992 and 1995, The Manga Report 1993) • In a media audit of back pain stories from the past year, of the 12,363 print stories that appeared, only 3.6% mentioned chiropractors 5 Steps to Success Whom Must You Outgun? You must spend as much time thinking about the situation from the point of view of your competitors as you do thinking about it from your own. Positioning: Competitive Set What Is Our Competitive Set? Other treatments – OTCs, prescriptions, home remedies Other providers – Medical doctors and other health professionals Doing nothing The Back Marketplace What Is Our Competitive Set? People are not getting, and in many cases not seeking, the care and relief they need – Many back pain sufferers are using self-help remedies, taking drugs, or doing nothing • In the Environics survey, – 35% said they use OTC medications, – 20% said prescriptions, – 14% said home remedies – 11% said they did nothing Positioning: Dramatic Difference What Is Our Dramatic Difference? • Proven effective treatment • Patient satisfaction • Cost effective back pain care • No drugs, no surgery Positioning: Concept THINK AGAIN! IF YOU THINK a medical doctor is the only source for good health care, aches and pains are part of growing older, your child is too young to benefit from chiropractic care, being pregnant means suffering with back pain, THINK AGAIN! Positioning: Concept THINK AGAIN! IF YOU THINK chiropractors only treat bad backs, the only to treat pain is with drugs, surgery is the only answer to your back problem, there’s nothing you can do about migraine headaches, there’s no effective remedy to your health problem, THINK AGAIN! Positioning: Concept THINK AGAIN! IF YOU THINK there’s no substitute for the relief you get from VIOXX, your back pain will likely go away without proper care, age & occupation are making your legs give out on you, colds & runny noses are natural in this climate, THINK AGAIN! Promotion What Is Our Strategic Approach? Deploy a multi-pronged public communication program that builds over time Public: Year One Year One • Consumer web site and search engine promotion • Creation of in-office patient education tools • Development of an outreach marketing tool for chiropractors Public: Year One Media Relations and Web Site • Media Relations – Branding and Messaging – National Spokespeople Program – Media Kit and Media Outreach – Audio News Release – Media Monitoring – News Engine • Consumer Web Site and search engine promotion Public: Year One Media Relations Coverage Targets • 2 major broadcast hits – Major women-focused program – Morning shows or health/lifestyle segment on news programs • 2 prime internet health site hits – WebMD and iVillage • 150 local radio hits (4 million impressions) • 1 national radio network hit • 4 magazine hits – Major women’s, men’s, health publications • 50 local newspaper hits • 2 major newspaper hits Public: Year One Patient Education & Outreach Marketing • Patient education materials for distribution in chiropractors’ offices – Chiropractic brochures, posters, and fact sheets • Outreach marketing for chiropractors to use – Chiropractic brochures – For distribution in: pharmacies, doctors’ offices, health clubs, hospitals, and to insurance providers and HR/employee benefits directors Public: Year Two Year Two • In-office patient education support material for the tool • Chiropractic television ad • Core media relations program • Web site updates and search engine support Public: Year Three Year Three New Elements: – Magazine advertising – In-office video on chiropractic On-going Elements: – Core media relations – Patient education and outreach marketing materials – Web site updates and search engine support Public: Year Four Year Four: New Elements • National television advertising campaign • Chiropractic advertising and promotional program targeted to other healthcare professionals – MDs (emergency room doctors and primary care physicians) – Nurse Practitioners – Pharmacists Public: Year Four Year Four: Continuing Elements • Magazine advertising • Core media relations • Patient education and outreach marketing materials (updates and printing) • Web site updates and search engine support Public: Year Five Year Five New Element: – Chiropractic integrated program On-going Elements: – National television advertising campaign expands – Chiropractic advertising and promotional programs – Magazine advertising – Patient education and outreach marketing materials – Web site updates and search engine support Chiropractic Community Program Year One: The Launch and Major Promotion – Web site development – Monthly journal/trade publication advertising – Editorials/articles in chiropractic publications – Exhibit/presentation/video – Benchmark/Test Market – Case for Support Brochure – Monthly update emails – Packaged media coverage reports Chiropractic Community Program Years Two and Three: Major Promotion – Web site updates – Quarterly journal/trade publication advertising – Monthly update emails and newsletters – Packaged media coverage reports Chiropractic Community Program Years Four and Five: On-Going Promotion – Web site updates – Semi-annual journal/trade publication advertising – Monthly newsletters – Packaged media coverage reports End Result What Is the End Result? • Greater Profile – The new positioning and program means more Americans will see and value chiropractic End Result What Is the End Result? • Enhanced Image – Americans will see chiropractors as effective mainstream treatment and value chiropractors as highly educated and highly skilled healthcare providers End Result What Is the End Result? • Most Important – More and more Americans will use chiropractic care regularly – Increased visits to chiropractors Participation How Do You Participate? Market the campaign to the profession to secure appropriate investment in marketing and communications Participation Successful campaign positioning requires consistency. You must keep it up year after year. 5 Steps to Success Can You Stick It Out? It’s important to take a long-range point of view — to determine your basic position and then stick with it. Owning a position in the mind is list owning a valuable piece of real estate. Once you give it up, you might find it’s impossible to get it back again. 5 Steps to Success Do We Have Enough Money? It takes money to: – Build a share of mind – Establish a position – Hold a position once you’ve established it Participation Participation Goal Goal 5,000 Chiropractors X $100 per month for 2 years = $6,000,000 Together we will make this work!
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