Seminar strategy Research paper

“WE ARE DEDICATED TO PROVIDE OUR CLIENTS WITH PROPER GUIDANCE, FOR THEIR BUSINESS.”

TABLE OF CONTENTS

Contents STRATEGIC PLAN 2 EXECUTIVE SUMMARY 5 CONSULTANTS PROFILE 6 Company Logo 6 Consultant Team 7 Client List 7 COMPANY PROFILE 8 About Company 8 Services Offered 8 Company Review 9 Company Awards 9 CURRENT SITUATION 10 Current Market Standing 10 Strengths and Weaknesses 12 Threats and Opportunities Using PESTLE and Porter’s Model 14 THE PROPOSED STRATEGIC PLAN 16 Initial Agreement 16 Business Consulting Agreement 16 SPC 19 SPS 19 SPCC 19 Mission & Vision 20 Vision Sketch 20 Mission & Vision Analysis 20 Strategic Issues 21 Strategy Formulation: 22 Implementing Various Marketing Strategies 23 Expanding the Business Through the Collaborating with Different Organizations- Elim Christian Care Society, Strive Living Society and Develop Disability Association (Non-Profit Organization). 25 Innovation of technology increases clinic efficiencies and reach out more patients 26 Business Expansion- Opening of new location for Sunshine physiotherapy clinic in Vancouver, B.C. 27 Constructing a New Building 30 Estimated Construction Cost 30 SUMMARY OF DOCUMENTARY FINANCIAL REQUIREMENTS 32 GANTT CHART 33 FUTURE 33 REFERENCES 33

Sunshine Physiotherapy and Sports Clinic has been clinic that is well reputed in the British Colombia community. But through the years that clinic has encountered some challenges in terms of business expansion marketing and networking. These are very important aspects for any business and basically they should be in place for nay business to actually be successful. Therefore this strategic planning is aimed at making sure all these aspects are in place to make sure that the company is at par with competitors. This will be achieved in four strategic goals, which are: Promoting the business through different marketing strategies such as online marketing and Doctor Referral marketing. Developing and Maintaining Collaborative Partnerships which contribute to the clinic’s mission. Business Expansion that can be achieved through opening another location in Vancouver, B.C. and finally through Innovation of technology increases clinic efficiencies and reach out more patients. Advancement of technology in treatment boils down to a better patient experience.

Preetha Consultants is a consulting firm based in Vancouver, the company specializes in advisory services to the private and public sector, specifically in emerging market around the country. Bringing together professionals from different backgrounds it is a guarantee that the firm will deliver high quality project implementation support and consulting that will support the needs of our clients.

Preetha Consulting is based in the metropolitan area of Vancouver which creates an easy access for all types of organizations that would requires our services

Partners and other Associates of our firm come from around Vancouver who a prestigious background in consulting and in the financial world. With this in mind it is clear that we will be able to provide the highest quality of advisory services that will be presented with flexibility and agility that is demanded by the contemporary realities.

Integrity Fairness, Professionalism and client Appreciation is what we believe in at Preetha consultants, Which influences our services that we provide, which is honest advice and dedicated support through jointly working with the clients to achieve the required results. Therefore in each project we undertake and each client we serves we seek to develop a professional relationship that is long term based on respect and mutual trust.

Our Company is dedicated to provide the services that our clients need that is why we always seek to have the answers to all the problems or issues that our clients might have. It is does not mean that we have all answers but working with the clients will definitely help to achieve all the aspects in question.

Contact Us

Sunshine Physiotherapy and Sports clinic it is one of the well know clinics in British Columbia, whereby it has two branches, one located in Delta and the other located in Surrey. The organization offers both physiotherapy for regular clients and for sports people, which is a niche market that has been able to set the company apart from the competition. The company has not been in business for long, but their impact on the British Colombia Community cannot be missed.

The staff members and the physiotherapists have a work ethic of always being dedicated in their works to provide evidence based physiotherapy and quality care, which will help the clients to regain their body functions as soon as possible. The physiotherapists are highly experienced which makes them the perfect fit for motivating, guiding and educating patients about the illness which makes it easy and possible for the patient to take over their own health.

Different physiotherapy modalities (LASER, Shockwave therapy, 3D body Scanner) have been made available at the clinic which are supplemented with hands on technique that boost recovery. The services are illustrated below:

Exercise Therapy/ Active Rehab

Custom Foot Orthotics

Acupuncture

Laser Therapy

The Company has been able to receive a five star review on Facebook that was form a number of clients. On the review is below to understand client feedback.

Facebook Feedback

Best Physiotherapy Business of 2020

Currently the Company is working towards expanding the business, there are two branches in British Colombia Community that are in two neighboring towns. The company is looking forward to expand to other areas like Vancouver which would be a good for the organization. Additionally there are some aspects that are not in place for the company and need to be fixed. Take for example the company’s social media presence is not that good and this is intricate because for any business to succeed they should at least have a proper social media presence. Additionally the company lack a business network which is not healthy for any business, currently the company does not have collaborators or allies, that can come in handy when it comes to building and the general growth of the company. Another aspect is the innovation of technology, this clinic has identified itself as one of the modern clinics that embraces technology and the input of the experienced physiotherapists to provide patient excellent care. Apparently the technology that is utilized on the premises is not up to data or efficient enough to help the company achieve its goals. Finally the business expansion that is set to happen in Vancouver just in the British Colombia Province with the aim of taking over this particular province before taking over the country. There are various aspects that will be necessary in this case and it will be necessary that they are adequately addressed.

The Physiotherapy market is a unique one, it is completely differentiated mainly because of the services that are offered and the clients / customers who are served with the same industry players. Focusing on the British Colombia community there are various physiotherapy clinics who compete for the following market segmentation. Looking at the mode of treatment, physiotherapy market can be divided into manual therapy, specialized treatment, exercise and others. Technically there are specific exercises that are advised to the patients for the ailment of what the patient is experiencing. Manual therapy on the other hand includes, manipulation, mobilization, and massage. In massage, pressures is supposedly applied on soft tissues of the body in order to increase blood circulation and relax muscle. In mobilization movement that is slow motion are performed to the patient’s affected areas so that the muscles can be mobilized.

In manipulation, pressure is applied on the joints manually or at times with modern technology, which enables the movement of the joints. Specialized treatments in the other hand, include; wound care, pelvic health, vestibular rehabilitation, oncology and decongestive lymphatic drainage. Vestibular rehabilitation is helpful to patients who have complication like vertigo. Wound care therapy on the other hand is provided to the patients who have wounds that are not healing soon, mainly caused by blood circulation. Pelvic health therapy is mainly recommended to patients who are ailing from pelvic pain or urinary incontinence. Oncology therapy on the other hand is provided to patients who are ailing form cancer in order to relieve them form the pain and basically enhance quality of life. Decongestive Lymphatic Drainage can be described as a special type of massage that helps reduce the lymphatic system form swelling that mainly results from improper draining of fluids from tissues.

Therefore the physiotherapy market can be segmented based on the specification of the area of therapy, like; cardiovascular, geriatric, orthopedic and pulmonary, neurological, integumentary, palliative care and women’s health. Among all these areas geriatric and orthopedic account for the largest market share. Where the largest market size is mainly accounted for the wide utilization of orthopedic filed that mainly cater for the requirements of the geriatric population. Additionally the geriatric population is increasing and this means that they usually suffer form joint, disability and mobility problems mainly due to weak bones. Whereby it is expected to increase the demand of availing physiotherapy to increase the quality of life for such a population. Having this in mind it is important to understand that Sunshine Physiotherapy and Sports clinic is not placed further form the segments that mainly make up the physiotherapy service market. As mentioned before the organization is determined to provide evidence-based care for the patients and at the same time give them the proper care form experienced physiotherapist. In addition to that focusing on the sports segments gives the clinic, an upper hand when it comes to the physiotherapy market, putting them in an able position to be competitive in the physiotherapy market.

Therefore, this justifies why the organization needs a strategic plan. First looking at moving to Vancouver, it is to enable the organization to cover the British Colombia community well, whereby Vancouver tends to have more of geriatric population. Looking at the collaboration, working with elderly homes would enable the organization to be close to the largest percentage of patients who make up the market, additionally collaborating with sports organization would be beneficial for the organization. Whereby Improving technology and Improving marketing would be appropriate.

Current Competitors in the BC Community

Strengths

Experienced Physiotherapists and Staff: the organization has been able to be equipped with professional and experienced staff. Most specifically the physiotherapist who play the most integral part in the business. Having such employees who understand and have enough experience is one of the factors that makes the clinic to be on top of the physiotherapy market.

Modern Equipment: it was mentioned that in physiotherapy there at times where some procedures are done manually and some are done through equipment. The clinic is equipped with the required equipment for every procedures which enables it to have an upper hand in providing the proper health care for the patients.

Access to Funding: the current success in the physiotherapy market is mainly supported by the ability of the patients to pay for the services and or access the services through the healthcare system that is public funded. Technically in the case where the patient’s hand is tied Insurance has become an established avenue that helps for the payment of the services, whereby this comes to a strength for the profession. Additionally there is a wide distribution of socioeconomic status on the BC community and most of the population has access to funding meant for physiotherapy.

Weaknesses

Marketing and Advocacy: this is one area that the clinic is lagging behind. Whereby marketing is the most integral aspect of any business. The business is not promoted in any sense. The clinic lack marketing strategies, the strategies that are actually working for the clinic are neglected. Whereby these cause money and time loses, whereby it is integral for the development of the business development in the coming years. The three areas that this clinic is lagging when it comes to marketing include; proper networking like workshops or health fairs, Doctor Referral marketing and marketing on various social media platforms.

Poor Networking: Poor networking whereby the clinic needs to develop outside links that will help the business to grow which is the overall objective of this strategic plan. The company does not have any probable networks that would help the clinic in gaining a larger percentage f of the market share, or getting services at better terms or similar aspects. Therefore collaborating with Elderly homes or sports organizations would a great move for the clinic.

Almost Obsolete Technology: the company has been able to have in place the appropriate technology that would help in the different procedures. But the equipment and technology in place are not appropriate for the clinic. Yes there are proper efforts, like being able to be on the Jane App which helps to connect clinics with the patients and the clinic. But that is not enough, technological advancement is experienced in different fields and the clinic should embrace that in making sure that they are up to par with the dynamic nature of technology in the physiotherapy world. Therefore this means that the available equipment like the ones used in Laser therapy needs to be upgraded to the latest models.

The Laser Therapy uses the specific wavelengths of light to interact with tissues and speeds up the healing process through stimulating the damage tissues that simultaneously reliefs the patients from inflammation and pain. Therefore wounds heal faster and blood circulation is improved. It is a drug-free treatment, non-invasive, sterile and painless which is used to treat different pain injuries, fractures, sterile, neurological and other conditions. Which makes it necessary to improve such technology on the clinic.

Image Sources: Sunshine Physiotherapy and Sports Clinic

Opportunities

Social Media Marketing: in today’s life social media marketing is integral for every business mainly because that is where everyone if found. Marketing through the mobile phone is the one of the impactful strategy in the marketing plan of the clinic and it is important to see that they have been able to have a head start by considering the Jane App. This is because consumer behavior is mainly affected by the use of social media, and at the moment the clinic’s social media and the website is one of the most important place to place their products and services. But unfortunately it is one of the areas that sis neglected. The clinic has professional and unique services giving them differentiation, therefore to achieve growth, they should utilize their social media handle and make the website more interactive to promote their business.

Collaboration with External Stakeholders: the clinic does not have any collaborators at the moment therefore it is an opportunity that need to be exploited, which will increase the reputation and value.

Networking through Health Fairs: through the participation of health fairs, the clinic can be able to networks and at the same time advertise about its services, offers and the clinic. Here the health professionals on the clinic can be able to gain some referrals from the networking and establish credible business ties.

Threats

Stiff Competition: the clinic is surrounded by a number of reputed and well-established competitors. These competitors are within a radius of a few kilometers which basically means that they are competition on virtually the same physiotherapy service market. These competitors include, Damini Physiotherapy and Sports Clinic, Momentum Physiotherapy Clinic and Lakeside Physiotherapy and Sports Clinic. Whereby you establish that they have identical service combination Physiotherapy and sports services therefore tapping the geriatric and sports person population. The competitors have a wide computer based and more positive reviews than the clinic which negatively affects the clinic in terms of growth and profit.

Price: this is another factors that affects the clinic as there is a competitive pricing to all the services. Therefore since the competitors do not have much competitive leverage, price becomes the basis of the competition whereby if there is a slight rise in the pricing/fee then it means that the customers might repel to other clinics as long as they the Physiotherapy and Sports Clinic Suffix; whereby they can similar products and treatment.

Competitors Easily Imitating Services: establishing the competitive nature of this moment it is important to understand that the services are rather similar, so there is no much room of differentiating services. The small innovation in the services will be easily copied within a spilt second. It negatively affects the clinic, and factors like having professional physiotherapists working for the clinic and at the same time offering evidence-based treatment gives the clinic and upper hand mainly because the medical treatment does not change it is only improved. This is a real problem whereby the only way of dealing with this is staying innovative and authentic.

Preetha Consultancy had the aim of growing the Sunshine Clinic through strategic management process. The strategic focus is to expand Sunshine Physiotherapy and Sports and this will be achieved through the following strategic goals. Through the promotion of different strategies in marketing and at the same time keeping tabs in the present strategies and which of them are actually working for the clinic. Through developing and maintaining collaborative partnership which will contribute to the overall objective of the strategic plan. Through looking for different alternatives that will best fit the business expansion in terms of constructing a building, buying an existing building or renting a present commercial space. Finally through innovation of technology which will improve the services offered in the clinic and will grow the reach of the patients to a higher number. The complete planning procedure is set to cover a period of one year, whereby the strategic plan is supposed to achieve by August 2021. The plan will be mainly focused on the strengths of the clinic while at the same focusing on its plan of coming up with a way of taking advantages of the opportunities that are on the laps of the business.

This agreement between Sunshine Physiotherapy and Sports Clinic and Preetha Consultancy is hereby entered into on this date 16th July 2020.

Consulting Agreement

This Consulting Agreement (the “Agreement” or “Consulting Agreement”) states the terms and conditions that govern the contractual agreement between [Preetha Consultant] having its principal place of business at [Preetha Consultant] (the “Consultant”), and [Sunshine Physiotherapy and Sports Clinic. Unit-121 6345 120 Street Delta BC V4E2A6] (the “Client”) who agrees to be bound by this Agreement.

WHEREAS, the Consultant offers consulting services in the field of [Consulting field]; and

WHEREAS, the Client desires to retain the services of the Consultant to render consulting services with regard to [Scope of consulting services] according to the terms and conditions herein.

NOW, THEREFORE, In consideration of the mutual covenants and promises made by the parties hereto, the Consultant and the Client (individually, each a “Party” and collectively, the “Parties”) covenant and agree as follows:

1. Term

This Agreement shall begin on [16th July 2020] and continue for [one year]. Either Party may terminate this Agreement for any reason with [14] days written notice to the other Party.

2. Consulting Services

The Consultant agrees that it shall provide its expertise to the Client for all things pertaining to [Business Growth Strategic planning].

3. Compensation

In consideration for the Consulting Services, the Client shall pay the Consultant at the rate of $ 35 per hour. The Consultant shall invoice the Client once every [30 days] and such invoices shall be due and payable within [10 days] days of the Client’s receipt of the invoice.

4. Intellectual Property Rights in Work Product

The Parties acknowledge and agree that the Client will hold all intellectual property rights in any work product resulting from the Consulting Services including, but not limited to, copyright and trademark rights. The Consultant agrees not to claim any such ownership in such work product’s intellectual property at any time prior to or after the completion and delivery of such work product to the Client.

5. Confidentiality

The Consultant shall not disclose to any third party any details regarding the Client’s business, including, without limitation any information regarding any of the Client’s customer information, business plans, or price points (the “Confidential Information”), (ii) make copies of any Confidential Information or any content based on the concepts contained within the Confidential Information for personal use or for distribution unless requested to do so by the Client, or (iii) use Confidential Information other than solely for the benefit of the Client.

6. Noncompetition

During the term of this Agreement and for [12] months thereafter, the Consultant shall not engage, directly or indirectly, as an employee, officer, manager, partner, manager, consultant, agent, owner or in any other capacity, in any competition with the Client or any of its subsidiaries, including any clinic engaged in [Physiotherapy].

7. Non-solicitation of Customers

During the term of this Agreement and for [12] months thereafter, the Consultant will not, directly or indirectly, solicit or attempt to solicit any business from any of the Company’s clients, prospects, employees or contractors.

8. Nonsolicitation of Employees

During the term of this Agreement and for [12] months thereafter, the Consultant will not, directly or indirectly, recruit, solicit, or induce, or attempt to recruit, solicit, or induce, any of the Company’s employees, or contractors for work at another company.

9. Indemnification

The Client agrees to indemnify, defend, and protect the Consultant from and against all lawsuits and costs of every kind pertaining to the Client’s business including reasonable legal fees due to any act or failure to act by the Client based upon the Consulting Services.

10. No Modification Unless in Writing

No modification of this Agreement shall be valid unless in writing and agreed upon by both Parties.

11. Applicable Law

This Consulting Agreement and the interpretation of its terms shall be governed by and construed in accordance with the laws of the State of [British Colombia].

IN WITNESS WHEREOF, by execution by the parties below, this Service-Level Agreement will form a part of the Contract.

[Preetha Consultant]

Signature:

16/07/2020

[Sunshine Physiotherapy and Sports Clinic]

Signature

16/07/2020

[Dr. Peter Shaw] [Dr. Helen Rasberry]

The Following will be involved in the Strategic Planning process.

Strategic Process Champion: after thorough discussion with the clinic we were able to identify the champion if the strategic planning process. This is the individual who has the responsibility of the day to day planning process and who will keep track of the details in the plan and the overall progress of the plan. This position was assigned to the chief chiropractor, Sean Michaels.

Strategic Planning Process Sponsor: the director of Sunshine Physiotherapy and Sports Clinic was given this responsibility of being their main sponsor of this strategic planning process. The directors also as a background in Physiotherapy treatments. She has the responsibility of presenting the main goals and objectives of the clinic as well as the vision of the company in future, which gives her the authority and power to push the strategic plans.

Strategic Planning Coordinating Committee: This committee has been created and it mainly includes all the internal stakeholders that will guide the implementation of the strategic plan. The administrative staff, practitioners and other employees will fill this position in the strategic planning.

Mission: At Sunshine Physiotherapy and Sports Clinic, the main mission is to provide evidence-based treatment for the people, which will improve the quality of life while at the same time giving them value to their money.

Vision: to become the leading physiotherapy service provider in the British Colombia community.

To become the leading physiotherapy service provider in the BC community, there are factors that need to change. Considering the fact that this is a huge community then the first would be to create the capacity of actually achieving the vision. It imperative that the business has the capacity in terms of the clinics, human resource, equipment, among others so that at least, when the time comes to take over BC community we will have been used to serving a wider population and have the capacity to do so. Therefore this can be made possible through having in place another branch of the clinic preferably in Vancouver, BC. Additionally collaboration, marketing and innovation are the other aspects that align hand in hand with vision. To be able to be a leader in this market then it means that our name should be known widely, we should have a proper network and there should be a proper relationship with the BC community.

Mission: “At Sunshine Physiotherapy and Sports Clinic, the main mission is to provide evidence-based treatment for the people, which will improve the quality of life while at the same time giving them value to their money.: therefore from the mission there are particular aspects that are very clear. The clinic main objectives are to provide proper treatment to the patients and at the same time give the clients value to their money. Basically what is meant is that the ultimate goals at the end of the day is to have the best services in the BC community. Which is possible through the experienced staff and equipment in place. Whereby it does not mean anything if the BC community does not know about this, therefore more marketing will be instrumental.

Vision: “to become the leading physiotherapy service provider in the British Colombia community.” As discussed before it is important that the clinic put in place measures that will make sure their vision comes to life. That can be possible through following the aspects that have been pointed out on the vision sketch. With that in mind, it is possible to say that the vision is in line with the strategic planning and the main objectives of the clinic.

The major concern for the clinic is poor marketing and networking strategies which has results to the company not being on the physiotherapy market map of BC. Throughout the years the clinic has been serving the same customers and if there are new, they are referred by the older clients of find the clinic by chance. Being know by customers and collaborators is a very intricate part of any business that and that is why it affects the business, therefore considered as a strategic issue. Looking at the other aspects the company has in check include; professional and experienced staff, proper equipment and proper strategic location. Whereby having all these aspects in place does not serve the clinic as it should which a room for growth that is note exploited. Specifically looking at social media is another aspect that should be thoroughly addressed in the strategic planning mainly because that is where the clients are; in the modern day clients require instant services in all the elements.

That is in locating service and getting the service. For instance when searching for Physiotherapy clinics on Google the clinic is not even on the first page, which is not a good sign. But these are some of the issues that need to be addressed, like through SEO Search Engine Optimization it can help the organization to be on the first page but that is a discussion of another day. At the moment the focus I making sure that the marketing strategies in place so that we can be able to analyze how effective they are. Whereby we will be able to increase customer interaction that will give the business a rough idea of what are the customer’s concern mainly because that is the reason the clinic is open in the first place. The two reviews of the company were from Facebook which is not enough to represent the whole population that the clinic serves. At the same time put in place marketing strategies that will change the current marketing situation of the company to the level that the clinic deserves to be. In addition, the other concern of expanding the business is in place which is quite definitive and simple, whereby at the end the business should have another location in Vancouver.

The issues therefore can be addressed through the formulation of a proper strategic plan:

The Prioritized Business Goals are as Follows:

Strategic goal 1:   

Promoting our business using different strategies in marketing and also keeping a track on what strategies are actually working and what are causing time and money losses as it is very important step for the business development in coming years. This involves various steps like:

Step 1 – Marketing on various social media platforms, advertisements, radio, newspapers and mails. 

Step 2 – Doctor Referral marketing, making client satisfaction vocal and making those referrals and reviews available on clinic website 

Step 3 – To attend health fairs and to conduct workshops in order to increase relationships with public and also to get recognition in the society 

Strategic Goal 2:   

To develop and maintain collaborative partnerships which contribute to our mission 

Sunshine physiotherapy clinic and sports club can collaborate with care societies such as Elim Christian Care society and Strive living society to extend their services to children, adults and seniors. Do partnership with nonprofit organization- Development disabilities association to provide care to people with disabilities. As right now they are not providing message therapy so partnership with chiropractor (Peak form wellness) can be done.

Strategic Goal 3:   

Business Expansion

Opening of new location for Sunshine physiotherapy clinic in Vancouver, B.C. Vancouver is most populous city in the province and is one of the best places to live, work, and invest in the world. Moreover, Sunshine physiotherapy already had two branches in Surrey and Delta, British Columbia, and they are economical stable, so it is good strategy to expand business in Vancouver. For this, we consider this one option:-

• The last and most appropriate option for Sunshine physiotherapy clinic is to rent a commercial space.

Strategic goal 4:   

Innovation of technology increases clinic efficiencies and reach out more patients. Advancement of technology in treatment boils down to a better patient experience. Our goal is to provide treatment with latest equipment/ technology at the present location as well as the newly establishing clinic. 

The aspects that we are to consider are implementation of systems like client Software, training of staff and checking out different vendors.

This first goal is important for any business, in other words marketing is the backbone of this clinic just as it is the backbone of any other business. Therefore the most important aspect is to have in place marketing strategies that will work and at the same time check the marketing strategies that cause time and money loss to the clinic. Marketing is important as mentioned before, mainly because it can change the attitudes of the consumer towards the clinic and make it remain profitable. Well planned and managed marketing will automatically improve the relationship between the clients and the clinic (Physiotherapists) (Sheppard, 1994). Through utilizing proper marketing strategies, the practitioners at the clinic can better understand the clients and therefore improve the way they deliver the services, improve the quality of the service and increase the overall value of the clinic/ reputation. Therefore the marketing strategy should be well-maintained and well planned to allow the business to reach new patients and enhance the service quality at the same time.

Action Plan 1: Marketing in Social Media

The services that are offered by the clinic are services that are constantly needed in the healthcare industry, mainly because of the injuries or accidents that people tend to have, and most specifically prone to the geriatric population. Therefore to get close to the prospects, it is important for the clinic to be accessible online. Social is a tool that has been able to be beneficial to a lot of companies and this will reflect, if the social media marketing will be done in the appropriate manner. The following will be the steps that will be taken to improve the presence of the clinic on social media, according to (Ahmed et al., 2013).

Selecting the Right Social Media Platform: at the moment there are different social media platforms, each platform has a unique features and benefits that will be passed to the clinic. Therefore advertising on Facebook, YouTube and Instagram will the proper way to come into contact with the market. Instagram and YouTube will target the Young Sports men who make of much our market, and Facebook will focus on the geriatric population.

Making the current online activities of the Clinic Interactive: Social Media Marketing involves getting the right people to notice your products. Therefore being interactive on social media is important, like conducting Q&A’s rough the Facebook and Instagram Stories. Additionally replying to the comments of the patients, whereby will be made possible if the clinic will put in place a social media manger.

YouTube Campaigns: YouTube campaigns are important and this can be done through creating professional content for the clinic. This can be tours around the facility, interviews of the practitioners. Any content about the clinic that make people interested in the Clinic and maybe develop interest to actually visits the clinic in person. This mainly involves filmed videos and some of the content can be shared on Facebook and Instagram.

Action Plan 2: Doctor Referral Marketing

Referral Marketing can be compared to putting in a good word about the clinic. This will be effective because prospects will actually believe testimonials form people they know as compared to stranger son other forms of marketing. This will increase brand recognition and it can create continuous visits form new patients (Grimmer et al., 2015). Therefore this will be achieved through a referral program, whereby the clients will be handed the information of the organization and asked to provide the information to family and friends. Therefore when a patient comes to the clinic as a result of referral then the there is a discount offered.

Action Plan 3: Marketing in Fairs

The reason behind participation in fairs is to create networks and create awareness. Therefore the clinic is set to participate in the following Health Expo:

a. Vancouver Health Show: This event is taking place on October 24-25, 2021 at Canada Place from 10:00 am to 6:00 pm. Booth will be booked at a cost of $ 1875 for 2 days event (The Health Shows, n.d.).

b. The Wellness Show: This event is going to be held on January 30 and 31, 2021 at the Vancouver Convention Centre from 10:00 am to 7:00 pm. 10’ X 10’ Booth will be booked at a cost of $ 1425 for 2 days event (The Wellness Show, n.d.).

We believe that through the participation in such fairs, the clinic will get to interact with clients, collaborators similar business, legal service providers, government agencies and other industry players that will improve the current business position. The clinic will provide its services in the fair so that the customers can understand and feel the overall services that offered. For example; one of the options was offering free health screening and charge for the other services that the customers might require.

Collaboration with Elim Christian Care Society & Strive Living Society

Description

Strive Living Society is an organization that is focused in providing care for the Senior, Youth and Adults. It provides home support and community integration services to senior with physical limitations, health concerns and disabilities. Offers residential and community integration services to adults with brain injuries, diverse abilities and other health concerns, whereby adults may be referred to Strive by health authorities. Offers differ services for children and youth with special needs; such as acquired brain injuries, physical disabilities, intellectual; disabilities and complex health care issues. Elim Christian Care Society on the other hand, is a Christian organization that mainly specializes in providing full range senior’s housing and care options.

Collaboration with Non-Profit Organization- Develop Disabilities Association

Description

This is a community living agency that provides different services and programs, to adults and children who unfortunately have development disabilities and their families in Vancouver.

Benefits: Partner with the two organization is strategic to the clinic in various ways. First it will provide growth to the business as we will have access to the adult, youth, children and senior population that need our services.

Action Plan

Meeting is the step in this action plan. The clinic is set to request a meeting with the officials of each organization and subsequently ask for a meeting whereby we will discuss on the details of the collaboration. Thereafter we will collaborate with these organizations which will be a way of growing and full filling our Corporate Social Responsibility (CSR) that may involve offering our services at a subsidized price to the non-profit Organization- Develop Disabilities Association.

Client Software

At the beginning it was established that, to better improve the patient experience, the clinic was able to install the Jane App that is basically the best application that any organization in the healthcare industry in British Colombia can use. Client software basically means that the “means that portion of the software to be distributed to End Users for installation on personal computers or other devices and designed to enable such end users to remotely access, and interact with, the Server Software via the Internet.” Which is good move, and basically a good move that the company was able to take before a few weeks before the finalization of the strategic planning. The Jane app allows the clients to access the services of the clinic through the internet. The Jane App has the following Features (Jane (n.d.)): Online booking of an appointment, choosing of the practitioner they prefer, Email Notification and the patients can reschedule or cancel and appointment, therefore making the organization to be on the patient’s finger tips.

Training of Staff

The training that is needed on the clinic is for the new staff, the clinic is full of professional and highly experienced practitioners. Therefore, it is important that this quality is evenly spread out through the organization. Therefore, the apprenticeship program was developed to cater for this particular aspects, whereby new employees were partnered up with the “veterans,” who will train them accordingly and familiarize them with the company culture.

Vancouver is most populous city in the province and is one of the best places to live, work, and invest in the world. Moreover, Sunshine physiotherapy already had two branches in Surrey and Delta, British Columbia, and they are economical stable, so it is good strategy to expand business in Vancouver. For this, we consider this one option: rent a commercial space. We were able to go through the listing website; Spacelisting.ca and we were able to identify different suitable spaces for the new branch in Vancouver. We settle on a space on 1144 Burrard St. Vancouver due to different accessibility and strategic aspects.

The following visual illustration represents the space directly on the website:

Floor Plan

Map

This was an aspect that was also discussed to be involved throughout the strategic plan. Renting would not be effective as owning a building which can house the large geriatric population in Vancouver. Whereby it is expected to be an influx of the population in the area especially after getting the collaborations that are underway. Therefore having a branch that is large enough would be a great start for the clinic in its expansion vision. The following are the Pros and Cons that guided the aspect choosing owning over renting.

Pros

It is better to pay mortgage that lease payments (they will last forever).

The property equity will increase over time.

Clinic will be in control of the building.

Cons

Might sacrifice visibility, location or strategic placement.

Maintenance of the building will cost the clinic.

After the full filling the strategic plan it is anticipated that the clinic will be on the right path that will lead to business expansion. The social media interactions are expected to be improve, the following too is expected to improve in 2021. Considering all the other aspects like training of new staff and investing client software, patient satisfaction will improve more than before, which means that they will have a high number of patients specially form referrals. There will also be collaborations, whereby the following organizations will join forces with the clinic: Elim Christian Care Society, Strive Living Society and the Non-profit Organization Development Disabilities Association.

Ahmed, O. H., Claydon, L. S., Ribeiro, D. C., Arumugam, A., Higgs, C., & David Baxter, G. (2013). Social media for physiotherapy clinics: considerations in creating a Facebook page. Physical Therapy Reviews, 18(1), 43-48.