Ivillage Investment Presentation Lifestyle - PowerPoint

							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!