Sports Medicine Marketing Strategy

I have done extensive research and work toward this paper/ project report that I would like reflected in the writing. I will upload additional files with information.

Instructions:
? The report should not overly emphasize the process that was followed, or the steps taken to complete the work, but more the findings, conclusions and recommendations.
? Use attractive graphics, color, labels, headings, type fonts – not glitzy, but professional.
? Third person, semi-formal style is required. Avoid first person (I, we).
? Tools and detailed data should be included only in the appendix, but key findings should be highlighted in the appropriate report section
? AND ALWAYS include the evidence that supports your statement (the ?how you know this?)

Please include the following tools and/or concepts:
? Four Ps: price, product, promotion, and place
? SWOT
? Porter?s 5 Forces
? PEST
? Strategy Canvas (Blue Ocean Strategy)
? Economic Value to the Customer (EVC)
? Pull Marketing

Please use the following Table of Contents and space guidelines:

Table of Contents:

1. Executive Summary (2 pages)
2. Introduction (1 page)
3. Objective (1 to 2 paragraphs)
4. Approach ( 1 to 2 pages)
5. Evaluation (as much space as needed)
Services & Segmentation
6. The Market (as much space as needed)
7. Conclusions (1 to 2 paragraphs)
8. Alternatives (1 to 2 paragraphs)
9. Recommendations: (as much space as needed)
Targeting, Positioning
Distribution Channels
Pricing
Infrastructure
10. References
11. Appendix (append the tools)

Please use the following References:

References

− Arcus Healthcare 2020 Report https://www.arcusgroup.ca/future_trends_in_healthcare.htm Excerpt provided below
− Health International. McKinsey & Company Healthcare Systems and Services Practice. Print 2012. Excerpt provided below
− Delivering Value to the Customers. Mc Kinsey Quarterly https://www.mckinsey.com/insights/strategy/delivering_value_to_customers
− Blue Ocean Strategy, W. Chan Kim and Ren?e Mauborgne, Print. 2005
− The Tipping Point, Malcolm Gladwell. Excerpt provided below.
− Any other references as you see fit.

Gladwell ?s The Tipping Point? p. 19, 67 ? 69
According to Gladwell, Mavens start "word-of-mouth epidemics" due to their knowledge, social skills, and ability to communicate. As Malcolm Gladwell states, "Mavens are really information brokers, sharing and trading what they know". Mavens are "information specialists", or "people we rely upon to connect us with new information." They accumulate knowledge, especially about the marketplace, and know how to share it with others

Excerpt from McKinsey Health International
?Behavior change programs can succeed if their design paradigm is rethought ? a person-focused paradigm that uses a behaviorally-based rather than a diseas-based orientation to drive sustainable behavior change.
Behaviorally based segmentation, instead of centering on clinical conditions, are more likely to be more successful.?

Excerpt from Arcus Healthcare 2020 Report
?According to Arcus research, 8 million Canadians are Health 2.0 users and fall within the 18-34 age demographic, compared with 3m-4m users in 2007. The Arcus study also found that the younger a user was, the higher the likelihood of going online for healthcare research. A growing divide is the slow pace at which doctors are embracing the medium. The number of people going online to search for health and pharmaceutical information is growing and this demand has yet to be fully addressed.

A shift from treatment of medical problems to disease prevention

At present, our system emphasizes treatment of medical problems, rather than on disease prevention. Healthcare in Canada is an issue that has been hotly debated by both governments and Canadians. At present, our system emphasizes treatment of medical problems, rather than on disease prevention and health maintenance.

This system, however, is very expensive; producing cost increases in healthcare that are well above the average increases in income. While this debate continues, other trends in health care are becoming apparent. For one thing, there will be a growing market for products and services that promote good health. In addition, there is an increasing demand for medical products and procedures that will enable us to look younger. Poor nutritional habits have plagued Canadians for the past several decades, and have resulted in a significant increase in obesity; especially among children.

Another growing trend has been on the increased reliance of cosmetic surgery in improving one’s physical appearance. Services for healthy living will be in greater demand as Baby Boomers and Generation X members grow older. As life expectancy increases, the demandfor nursing and rehabilitation services will continue to grow. The nursing shortage that already exists is expected to worsen in the next twenty years.

More also needs to be done to combat diabetes, which now affects more than 2 million Canadians (or 1 in 11 adults). The Diabetes in Canada Evaluation (DICE) study found that nearly half of diabetes patients do not have their blood sugar levels under control. The Health Council of Canada found that half of all family physicians are not well prepared to handle patients with multiple chronic health conditions.

In 2005, the federal government committed $300 million over five years to the Integrated Strategy on Healthy Living and Chronic Disease. Its target is a 20 per cent increase by 2015 in the number of Canadians who are physically active, follow healthy diets, and achieve a healthy body weight. With targets now set, governments and partner organizations need to devise mechanisms for tracking and reporting on progress toward the national targets. ?

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