Electronic Marketing in Chappy Chiropractic Clinic

Opportunity Analysis for Lindsay and Bernadette The ability of applying marketing principles and techniques through the internet platform in order to conduct business activities constitutes electronic marketing. The whole process entails activities that a business conducts using a range of technological applications as a way of reaching its customers (What is eMarketing and how is it better than traditional marketing? 2006).Advertising We will write a custom report sample on Electronic Marketing in Chappy Chiropractic Clinic specifically for you for only $16.05 $11/page Learn More This idea of e-presence enables businesses to attract and retain more customers within their premises than before. The proprietors at Chappy’s Chiropractic Clinic (CCC) will be able to connect their services with the entire world if they opt to use this modern marketing strategy. The online platform has literally millions of persons that CCC will meet should it join the platform. The higher numbers of clients than in the traditional strategy implies that Lindsay and Bernadette will have increased return on investments (ROI). The increased ROI will adjust the growth to over 3%, as has been the trend over the past 5 years. Additionally, electronic marketing will move products and services closer to consumers. CCC will be able to post its services on the web and in return, customers can request for services from any point on the globe. Clearly, the internet will bring CCC close to its customers without involving extra costs like transport and other logistics. The clinic will have created a virtual market that will enable it gain competitive advantage over other clinics in the Victorian Community. Online marketing will also offer CCC a levelled-playing ground with the larger clinics. The difference will only exist on the mode of attracting consumers on the internet. Lindsay and Bernadette will meet new organizational networks that can provide them with vast knowledge on different management strategies that can foster growth. The duo will learn to be professional in their service provision to customers just like their larger competitors (The Marketing Mix and 4 Ps 2011). Studies conducted by the Australian Communications and media authority in 2008 found that 91% of household with people aged 8-17 years old had the internet. In addition, a study presented on digital buzz blog stated that 1 in every 13 people in the world use Facebook in 2011 with over 50% of them who log on everyday.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This indicates that most families have access to the internet and majority of people are on Facebook adding to the reason as why an e-presence is a beneficial move for Lindsay’s clinic as chiropractic care is for people of all ages and the best way to relay their service is through the internet. The entr y of CCC into the electronic market will reduce the cost at which it will process information in the subsequent periods. For instance, it is more costly to publish newsletters or send catalogues to customers than to send an e-mail to the same number of clients (Wigand Benjamin 2000). They can use the iPad 3 instead of depending on published newsletters from the Chiropractic Society of Victoria to promote the benefits of chiropractic care to inform their clients about the clinics developments and community-related information. The move is efficient and effective in relaying information to customers in real time. Clearly, in online marketing, CCC will save on the costs of printing and distribution of different information materials. Again, responses to e-mails will save on time as compared to the traditional modes of writing or printing letters. For instance, if CCC products hit Victorian Community news headlines, the duo can respond within a short time as they only post information on their website or e-mail template from the iPad 3. Lindsay and Bernadette will record reduced costs of operation in general if they join online marketing. The cost reduction aspect is also evident in expanding the geographical presence in a virtual manner without meeting the costs of paying for physical rental offices. This idea also eliminates the option of limited access to services since customers will be able to view the website even when the physical office at Victoria is closed. Therefore, the duo will virtually remain open for 24/7 should they join the online marketing technique. Lindsay can use the new iPad 3 to keep updating the clients of new information within their premises. CCC can opt do operate from one strategic point in order to minimize the overall expenses on service provision to customers (Linton 2011). If Lindsay and Bernadette go online, they will be able to follow their customers on the internet. When a person visits the internet, CCC can directly advertise its offers to him/her. In case a customer purchases a product, the SME keeps a profile of the customer, which can assist in performing future sales. In addition, the clinic will develop one-on-one marketing relationship with the people it reaches.Advertising We will write a custom report sample on Electronic Marketing in Chappy Chiropractic Clinic specifically for you for only $16.05 $11/page Learn More Currently, several people have internet-enabled mobile phones and PDAs in all locations; therefore, they do not wait to go home and switch on their televisions or radios to get news updates. Obviously, the concept of online marketing develops a personalised information transfer, which will be beneficial to CCC in targeting its campaigns (Sarkar n.d.). From another aspect, internet marketing offers opportunities for business people to design interesting campaigns in the form of videos, music, and graphics (McQueen 2005). This concept is only efficient and effective through this technological aspect. Lindsay and Bernadette will be able to send their new products to consumers via the internet in advance. These customers will have prior knowledge on the use of drugs and other safety precautions. In such a computer-mediated environment, customers will only do purchases through a click of a button at their convenient locations instead of making phone calls or travelling to the clinic’s physical location (Hoffman Novak 1996). Strategic Marketing and Justifications CCC intends to go online in its services as a way of increasing its market presence. Lindsay and Bernadette plan to increase their growth rate to be above 3% within the first year of entry into online marketing field. This marketing plan will mainly target the medical health services market. The target market is composed of patients who are mainly after chiropractor care services. The target market remains those suffering from bone, muscle, and ligament complications. Th e clinic will offer exemplary services particularly customer care services to the clients to ensure customer satisfaction and gain competitive edge over its competitors (Brannback 1997). The CCC’s website will remain attractive, as it will include vast information on signs, symptoms, and treatment of bone complications. CCC will focus widely on the increasing population instead of focusing on the Victorian regional community, which has around 60,000 people. The clinic should employ an IT specialist in order to handle the large market that has millions of people. In promoting their products and services, the clinic should focus on connecting its website with the common social media sites like Facebook, Twitter, and You Tube (Sarkar 1999).Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Price CCC will be able to eliminate information asymmetry using the website since it will reduce the cost of information acquisition. Products like vitamin supplements, pillows, and orthotics require prior customer experience to determine quality. Consumers cannot know about the products the first time they buy them. The only pieces of information on the products can be the advertisements in the website and their descriptions. In this product scenario, the pricing strategy will be effective when consumers will be willing to use the products. Lindsay and Bernadette will find it necessary to use high prices if they believe that their products are of high quality. On the other hand, the services that CCC offers on chiropractic can only be evaluated under a highly controlled-experiment given that it is difficult for patients to evaluate Lindsay’s competence during their first visits (Nagle 1984). The cost of acquiring such information should be low to increase the number of peopl e accessing the website. On the pricing of the products and services, the clinic will go for cost effective options among the internet service providers so that it does not incur high cost on maintaining the online platform. Low costs from the ISP are essential, as this will translate to favourable prices for the products and services within CCC (Aarhus University 2012). Clearly, when the cost of maintaining the website remains high, the clinic will have to adjust its market prices in order to meet the cost website of maintenance. Product The products at CCC must be superior in the website. For example, the pillows design must be of high quality to attract the attention of online viewers. Moreover, the website must describe the chiropractic services in a way that is in line with the current market requirements. In the website, descriptions of services at CCC should be at the forefront followed by other products like pillows and vitamin supplements. The online platform will assist CC C to market its services and goods through vivid descriptions. Markedly, acquisition of these products remains off-line, but the website assists in disseminating information about the products. The website to be developed should be user friendly since it is most likely that older generations will access it. The website should describe the location of the clinic, the qualifications, and experience of the main medical practitioners available and services offered at the clinic including the prices (Griffith Palmer 1998). Additionally, the site should include sections that give medical advice for various medical conditions. The website should also include a section where potential clients can channel their queries in addition to a section where the previous or current clients can channel their feedback. Moreover, there should be contact details such as an email address of one doctor and the clinic’s phone number. Marketing channels/place A marketing channel can be defined as a g roup of interdependent firms that work together with an aim of transferring a product and information from the supplier to the consumer (Hoffman and Novak 1996, p. 61). Therefore, the emergence of the internet will change the distribution of goods and services as CCC will deal with customers directly. Disintermediation is eminent with the use of internet as a communication platform. This move will be beneficial to CCC, as it will reduce the cost of service delivery. The use of internet has cut out the intermediaries who had been vital in supplying the off-line information materials. CCC will have to expand their physical outlets to different geographical locations as a way of bringing their services and off-line products closer to consumers. The expansion of physical outlets is essential since the internet reaches a wider population and the chiropractic services require a doctor’s physical presence. References Aarhus University 2012, Online Marketing Strategy, Upload Share P owerPoint presentations and documents.  Web. Brannback, M. 1997, ‘Is the Internet Marketing Changing the Dominant Logic of Marketing?’, European Management Journal, vol. 15. no. 6, pp. 698-707. Griffith, D. A. Palmer, J. W. 1998, ‘An emerging model of web site design for marketing’, Communications of the ACM, vol. 41. no. 3, pp. 44. Hoffman, D. L. Novak, T. P. 1996, ‘Marketing in Hypermedia Computer Environments: Conceptual Foundations’, Journal of Marketing, vol. 60, pp. 50-68, via JSTOR database. Linton, I. 2011, Six Benefits of Internet Marketing, Small Business. Web. McQueen, M. 2005, The Benefits of E-Marketing, The Business Social Network | SunZu – The Art of Business.  Web. Nagle, T. 1984, ‘Pricing Strategy’, The Journal of Business, vol. 57. no. 1, pp. S3-S26. Sarkar, M. B. 1999, ‘Intermediaries and Cybermediaries: A Continuing Role for Mediating Players in the Electronic Marketplace’, JCMC, vol. 4 . no. 3, pp. 31-46. The Marketing Mix and 4 Ps, 2011, Mind Tools – Management Training, Leadership Training and Career Training.  Web. What is eMarketing and how is it better than traditional marketing? 2006, Quirk Marketing Agency | Born Digital.  Web. Wigand, R. T. Benjamin, R. I. 2000, Electronic Commerce: Effects on Electronic Markets, JCMC, vol. 4. no. 5, pp. 13-22. 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