Strategic goal

“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 10 CURRENT SITUATION 10 Current Market Standing 11 Strengths and Weaknesses 13 Strengths 13 Weaknesses 13 Threats and Opportunities Using PESTLE and Porter’s Model 15 THE PROPOSED STRATEGIC PLAN 17 Business Consulting Agreement 17 SPC 20 SPS 20 SPCC 20 Mission & Vision 20 Vision Sketch 20 Mission & Vision Analysis 21 Strategic Issues 21 Strategy Formulation 22 Strategic goal 1: 22 Strategic Goal 2: 23 Strategic Goal 3: 23 Strategic goal 4: 23 Implementing Various Marketing Strategies 24 Action Plan 1: Marketing in Social Media 24 Action Plan 2: Doctor Referral Marketing 25 Action Plan 3: Marketing in Fairs 25 Expanding the Business Through the Collaborating with Different Organizations- Elim Christian Care Society, Strive Living Society and Develop Disability Association (Non-Profit Organization). 26 Collaboration with Elim Christian Care Society & Strive Living Society 26 Description 26 Collaboration with Non-Profit Organization- Develop Disabilities Association 27 Description 27 Innovation of technology increases clinic efficiencies and reach out more patients 27 Action Plan 1: Client Software 27 Addressing the determinants of health in our patients’ population, through strengthening, broadening and formalizing collaborations with key non-medical and medical safety net service organizations in the surrounding communities of operation. 29 SUMMARY OF DOCUMENTARY FINANCIAL REQUIREMENTS 30 GANTT CHART 31 FUTURE 31 REFERENCES 32

Sunshine Physiotherapy and Sports Clinic has been a 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. It is integral that they should be in place for any business to actually be successful. Therefore this strategic planning is aimed at making sure all these aspects are in place, so 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. Innovation of technology increases clinic efficiencies and reach out more patients and finally through ensuring that the patients are able to access our services, which can be achieved through working with partner businesses. Advancement of technology in treatment boils down to a better patient experience.

Preetha Consulting is a consulting firm based in Vancouver, the company specializes in offering advisory services to the private and public sector, specifically in emerging markets 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 take care of 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 require our services.

Partners and other Associates of our firm come from around Vancouver who have 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 consultancy. Which influences our services that we provide, which is honest advice and dedicated support, offered 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 ignored.

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 condition, 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. One of the reviews is below to understand client feedback.

Facebook Feedback

Best Physiotherapy Business of 2020

Currently the Company is working towards expansion, there are two branches in British Colombia Community that are in two neighboring towns. The clinic 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 clinic 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 the general growth of the clinic. 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 par or efficient enough to help the company achieve its goals. Finally the business expansion that is set to happen, it should be in Vancouver in the British Colombia Province and with the aim of taking over this particular province before taking over the country and going international. 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 same 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 from 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, the move 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.

Current Competitors in the BC Community

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 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 are times where some procedures are done manually and some are done by 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.

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 cost the clinic money and time, whereby it is integral for the development of the business development in the coming years. The three areas that this clinic is lagging behind 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 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. But that is not enough, technological advancement is experienced in different fields and the clinic should embrace that by making sure that they are up to par with the dynamic nature of technology in the physiotherapy world. 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 platform for promoting their products and services. But unfortunately it is one of the areas that is 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, of the clinic.

Networking through Health Fairs: through the participation of health fairs, the clinic can be able to network and at the same time advertise about its services, offers and the clinic in general. 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 competing 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 it is clear that they have identical service combination Physiotherapy and sports services therefore tapping the geriatric and sports person population. The competitors have a wide internet reach 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, if there is a slight rise in the pricing/fee then it means that the customers might repel to other clinics as long as the competitor has the Physiotherapy and Sports Clinic Suffix; meaning they can provide similar products and treatment.

Competitors Easily Imitating Services: establishing the competitive nature, 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 work for the clinic. The professionals at the clinic offer evidence-based treatment that gives the clinic an upper hand mainly because the medical treatment does not change it is only improved. This is a real problem whereby the only way of staying afloat, is through staying innovative and authentic.

Initial Agreement

Preetha Consultancy has 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. 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 ensuring the customers are able to access the clinic’s services. 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 be 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 [three years]. 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 [36] 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 [36] 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 [36] 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 of 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 the main sponsor of this strategic planning process. The directors also has 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 inspire healthier communities through providing proper health care services and educating the community.

Vision: to improve the quality of life for all the people.

To improve the quality of life for all the people. Just focusing on the BC community the main aim of an organization like our clinic is to make sure that the people in the community have the best life there can be. But quality of life is a life without pain, therefore the clinic is dedicated to play its part in making sure that no member of the community lives a life with physical pain or with difficulty when moving around. This will be made possible through working with the community and other players in the industry. This will be made possible when people will be able to access the healthcare which is part of the strategic goals, providing the community with information, Resources and other aspects that might be integral for the community when it comes to accessing the physiotherapy services in the easiest way possible. This is because most of the patients find barriers of accessing the services which does not make our services clear anymore.

Mission: “At Sunshine Physiotherapy and Sports Clinic, the main mission is to inspire healthier communities through providing proper health care services and educating the community.” This mission is in line with the strategic goals in the sense that it resonates with the approach that is geared toward working with the community and other players in the industry to make it easy to have healthier communities. This mainly dwells on the technological changes that will be happening in the clinic whereby the most vulnerable population, the geriatric population will need additional information to cope. That will be the other part while the other part mainly involves providing the best services which is the responsibility of the clinic.

Vision: “to improve the quality of life for all the people.” The clinic will prepared to achieve this vision. As mentioned before the main objective of any organization in the health care industry is the quality of life. Our clinic is focused on making sure that the community around and people who come across the clinic will experience a change in quality of life; through providing them with information, resources, and technical help form the clinic and other collaborators that the clinic plans to work with.

The major concern for the clinic is poor marketing and networking strategies which resulted 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 or who have 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 leaves a room for growth that is not 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 provided by social media.

That is, locating service and getting the service. For instance when searching for Physiotherapy clinics on Google, the clinic is not even on the first Google page, which is not a good show. 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 is 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. Because that is the reason why 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 clinic to the level that the clinic needs to be. In addition, the other concern of expanding the business is in place which is quite definitive and simple, working with different collaborators to make sure the client easily access the clinic.

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

The Prioritized Business Goals are as Follows:

Promoting our business using different strategies in marketing and also keeping a track on what strategies are actually working and which costs the clinic time and money, 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 

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 who 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.

Patient Access to Our Services.

Basically, this strategic goals is to make sure that the patients can easily access our services. This can be made possible through making that the patients have the proper information necessary and all the resources they need. This will involve collaboration with different players in the industry. Such as insurance firms, other clinics and government agencies that will make sure the community will have easy access to medical care.

Addressing the determinants of health in our patients’ population, through strengthening, broadening and formalizing collaborations with key non-medical and medical safety net service organizations in the surrounding communities of operation.

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) (Beaton, 1989). 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.

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 media 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 an appropriate manner. The following will be the steps that will be taken to improve the presence of the clinic on social media, according to (Salman, 2017).

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 be the proper way to come into contact with the market. Instagram and YouTube will target the Young Sports men & women 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 through the Facebook and Instagram Stories. Additionally replying to the comments of the patients, whereby will be made possible if the clinic will have 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 that will make the patients visits the clinic in person. This mainly involves filmed videos and some of the content can be shared on Facebook and Instagram.

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 strangers. This will increase brand recognition and it can create continuous visits form new patients (Parker, 2017). 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, for the patient who made the referral.

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. The Greatest Canadian Fit-fest Festival: This event is taking place on November 27-28, 2020 at West Edmonton Mall, Edmonton, Canada from 10:00 am to 6:00 pm. Booth will be booked at a cost of $ 1o75 for 2 days event (Fit Fest, n.d.).

b. The Outdoor Adventure Show, Toronto: This event is going to be held on February 19 to 21, 2021 at the International Centre, Mississauga, Canada. Booth will be booked at a cost of $ 1ooo for 2 days event (The Outdoor Adventure 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 are offered. For example; one of the options was offering free health screening and charge for the other services that the patients might require.

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 disabilities and other health concerns, whereby adults may be referred to Strive by health authorities. Offers different 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.

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 first 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.

The main reason behind the fourth strategic goal is to establish an improved administration that will in turn improve the patient experience.

At the beginning it was established that, to better improve the patient experience, the clinic was able to install the Cliniko App that is basically the best application that any organization in the healthcare industry in British Colombia can have. Client software basically it 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.” Whereby the overall target of the strategy planning is to develop a mutual relationship between eth clients and clinic, having the Cliniko App in place is integral as it will help the clients to easily access our services and confirm their appointments form whatever location they are in.

The Cliniko App has the following Features (Cliniko (n.d.)):

An Online appointment Calendar; this will help the patients to choose their practitioner of preference. The calendar is easy to use straight forward and equipped with every aspect that might be needed by the patient to improve their experience.

Health Records; the app provides a way to have treatment notes that are fully customizable and securely store in the cloud, therefor proper handling of patient records.

Transactions: the app enables the client to manage their payments, invoices, expenses, taxes and other features which also makes the app a comprehensive marketing tool. This makes the interaction between the patients and the clinic confident as there is no worry or risk of buyer’s remorse.

Reporting and Tracking: Performance reports that are detailed are present which will give the customer an in-depth understanding of the clinic’s practice. The recording and tracking of the clinic’s performance will help in addition to also checking which marketing channels are the most effective. This will also provide real tie information that can be used to make the best decisions.

Business Management: the app oversees most business locations and communicate with staff. Keeping in mind that the clinic is expanding this will help in the management of the branches and any future branches that will be opened.

This is why this strategic goals so important, it will help make the patient experience better, while at the same time provide the business with proper tools that can be utilize to manage the business.

The main objective of our strategic planning was growth. Putting it into perspective it is basically clear that we need clients to easily access our services so that we can combine our efforts to grow and be the best physiotherapy clinic out of the British Columbia district and beyond. One thing that we as a clinic have established is that there are a lot of barriers in the healthcare sector that prevents our clients form accessing the good health they deserve. Some of the challenges that our patient population faces include; lack of pension plans, lack of a safe place to live, unreliable-living wage, financial illiteracy, unemployment among other social determinates of health. The good things is that the BC community is fortunate enough to have a rich network of county-based programs and nonprofits that will provide these services, and who are committed to working with us in serving the community.

Action Plan: Therefore, Sunshine clinic has the plans of strengthening and broadening the partnerships in place and develop new partnerships, with the main objective of inviting our partners to our programs and seminars so that they can share their services and knowledge without patients. Such partnerships will allow us to continue providing the best services we can while at the same time connecting patients with all the services they need that we cannot provide. In return this will improve the quality of the lives of our patients and at the same time, help them develop a healthy lifestyle.

Whereby this will kill two birds with one stone, the partnerships are aimed to bring together the community and the business of this community. The businesses will benefit from the partnerships through providing services, therefore improving patient literacy and trust, while the patients will be helped to maneuver through the healthcare industry, maybe in insurance, savings, pharmacy and other aspects of the healthcare industry. At the end of the day the community will grow with the clinic, and which means that the name; Sunshine Physiotherapy and Sports Clinic will be a household name for the BC community. Elim Christian Care Society, Strive Living Society and Develop Disability Association (Non-Profit Organization). These are the organizations that have been mentioned before which are the confirmed partnerships. But with time we are aiming to develop more partnerships especially with health insurance companies (David Cummings Insurance Ltd; Arbetov Insurance & Wealth Management; Pacific Blues; & Burnaby) and more nonprofits (The Nature Trust of BC; Association of Neighborhood Houses BC).

Attatched.

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 2023. 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.

Beaton, G. (1989). Marketing Physiotherapy Services. Australian Journal of Physiotherapy. 35(1). 25-33 Retrieved from