醫(yī)學dissertation賞析 淺析針灸的發(fā)展和作用

1.這是一個營銷計劃，是塞爾瑪瓊斯和她的新團隊開發(fā)的一個針灸中心,是由“遠大前程”營銷組織的。我們相信我們設計的這個營銷計劃,將有效地促進針灸中心的發(fā)展,與此同時,還會低于1500美元的營銷預算,我們已經給我們的客戶宣傳冊和名片,哥倫比亞商會和威斯康星州電視CraigCam將回來采訪,我們相信我們的營銷計劃將有效地使針灸中心的客戶得到發(fā)展,同時為我們的客戶做業(yè)務也是非常有利可圖。

2.我們面臨兩個挑戰(zhàn)。第一個挑戰(zhàn)是要找到針灸中心的市場。我們的第二個挑戰(zhàn)是要讓公眾了解針灸,雖然是痛苦的治療過程,但是它可以有效的治療病痛。我們相信,如果人們了解無痛針灸是如何幫助顧客的,那么這個時候很多人就不會認為針灸是巫術的一種形式。排除了關于針灸的誤解，這就是營銷計劃的目標。

3.瓊斯是在南卡羅來納州唯一認證的女針灸師。許多人知道瓊斯是她之前做過一個成功的里奇蘭縣檢察官。瓊斯是開朗的人,并且在針灸的領域受過良好教育。我們相信針灸中心的主要營銷目標將會是婦女、中年人、老年人和吸煙者。

 

This is a marketing plan developed for Selma T. Jones and her new business, the Acupuncture Center, by “The Great Expectations” marketing group.  We believe we have designed a marketing plan that will effectively promote the Acupuncture Center and, at the same time, stay below the marketing budget of $1,500 that we have been given by our client.  By using brochures and business cards, the Greater Columbia Chamber of Commerce, and WIS TV’s CraigCam, we believe our marketing plan will be effective in bringing the Acupuncture Center the clientele it is looking for while making the business very profitable for our client.

 

The Great Expectations” are faced with two challenges.  Our first challenge is to find a way to market the Acupuncture Center and Selma Jones.  Our second challenge is to find a way to educate the general public about acupuncture, how painless the procedure is and conditions that it can treat.  We believe that if people are educated about how natural and painless acupuncture is it will help build clientele at the Acupuncture Center.  At this time many people still believe that acupuncture is a form of voodoo or witchcraft.  Clearing up the misconception about acupuncture, as well as marketing Jones and her business, is the goal of this marketing plan.

 

Jones is the only board certified woman acupuncturist in South Carolina.

Many people know Jones from her previous profession as a successful prosecutor for Richland County.

 

Jones is open-minded and well educated in the field of acupuncture.

 

The office is in an excellent marketing location.

 

Limited Business Knowledge.

 

We believe the Acupuncture Center’s primary marketing targets will be women, middle-aged people, the elderly and smokers.

 

Build the clientele of the Acupuncture Center.

 

Educate the general public about acupuncture.

 

Promote Selma T. Jones as an acupuncturist.

 

Any person looking for an alternative method of treatment for their ailments.

 

Concentration of customer base for particular products

 

We believe a client base can be built through a variety of marketing techniques and client referrals.

 

The Acupuncture Clinic owned by William D. Skelton, D. Ac. has offices located in Columbia and Charleston, South Carolina and Atlanta, Georgia.  

 

The Acupuncture Clinic is affiliated with the Palmetto Baptist Medical Center.

 

William D. Skelton, D. Ac. has twenty-six years of clinical experience and is licensed and certified by the National Board of Acupuncture and the National Commission for the Certification of Acupuncture and Oriental Medicine.  He was educated at the Chinese Medical Institute, Republic of China and the Tri-State College of Acupuncture.

 

The Acupuncture Clinic is an established business.

 

Some women would rather visit a female acupuncturist than a man.

 

Having three clinics could cause a lack of “personal touch” for patients.

 

The Acupuncture Clinic treats people from all age groups.

 

The affiliation with a local hospital, doctor, massage therapist, spa or health food store would benefit the Acupuncture Center.

 

The segment of the market that Jones and the Acupuncture Center will be focusing on is middle-aged people, women of all ages, the elderly and smokers.

 

Individuals will visit the Acupuncture Center for relief from pain and other 

 

The Acupuncture Center will need to be competitive in their pricing, yet affordable to attract clients, so the business can still generate a profit.

 

The ad we considered would cost approximately $36 per week with a minimum eight week run, which would cost $288.  

 

 Ad already placed.  When we researched this possibility, we found that the Acupuncture Center already advertises here.

 

Business is not ready for this type of advertising at this time.  We believe potential clients are not going to search the Internet for an acupuncturist.  Most of the acupuncturists that do have a web page have an established clientele.  We also believe that these websites are used more for informing current clients rather than attracting new ones.

 

Timing.  We do recommend that the Acupuncture Center advertise here; however, it is too late in the year to do so.

 

Cost.  We do recommend that a sign is needed; however, estimates from Signs Unlimited of South Carolina and Outlaws Signs & Designs were expensive.  The freestanding signs were priced from $250 to around $700 and signs set in brick, concrete or marble were priced from $800 to $6,800.

 

We believe the decision to have a brochure and a business card made for the Acupuncture Center is an excellent marketing strategy.  The Acupuncture Center is a new business that needs to promote its services as well as its owner and relatively new acupuncturist, Selma T. Jones.  The brochure informs people about acupuncture, the center and Jones.  The business card is something Jones can carry with her and have readily available if someone asks her for a business card.

 

Brochure and Business Cards ((See Appendix A & B)

 

Brochures and Business Cards can be handed out at speaking engagements.

 

There is no additional cost involved if the Brochures and Business Cards are passed out at speaking engagements.  The only cost is the initial cost of printing the Brochures and Business Cards.

 

Printing:  .04 per side – double sided (2,000) = $80.00.

 

Total Cost for Brochure = $159.90 plus tax.

 

Business Card – Office Depot

 

Ivory stock with black ink.

 

Total Cost for Business Cards = $29.29 plus tax.

 

The more Brochures that are printed the lower the price.

 

Local health centers and spas.

 

Local massage therapy centers.

 

Locations – The following places of business have been contacted and have given approval for Acupuncture Center to display its brochures and business cards on their advertising boards and tables.  We believe these places of business cater more to open-minded and health-conscious individuals.  

 

Fresh Market & Deli at Trenholm Plaza in Columbia, South Carolina.

 

Rosewood Market and Deli in Columbia, South Carolina.

 

Earth Fair on Devine Street in Columbia, South Carolina.

 

Other places that we recommended but have not contacted are:  Forest Acres Massage Therapy and Wellness Center of Columbia.  Both businesses are located in Columbia, South Carolina.

 

Logistics – Selma T. Jones will need to check periodically the places of business where she places her brochures and business cards to ensure that there is an ample supply.

 

The decision to join the Greater Columbia Chamber of Commerce would be a great benefit for the Acupuncture Center.  We believe this will give Selma T. Jones many opportunities to meet other business leaders in the community, thereby giving her the ability to promote herself and acupuncture in the Greater Columbia community.

 

Greater Columbia Chamber of Commerce (See Appendix C)

 

Business After Hours – Chamber members are invited to attend this meeting free of charge to listen to area business leaders.  This is an excellent way of meeting new and existing business leaders and distributing a business card.

 

The cost to join is $355 annually.  

 

The Acupuncture Center will be listed by the Greater Chamber of Commerce’s website, directory and on the new member listing that is sent out with new member packets and the monthly newsletter.  The Chamber encourages their members to offer member-to-member discounts.  They also promote the Chamber’s Business After Hours, Focal Points (a publication of the Chamber) and the Business Diversity Alliance Program.

 

The decision to promote the Acupuncture Center and Selma T. Jones by featuring her on CraigCam at WIS-TV gives Jones the opportunity to promote herself and her business up close and in person.  The show is broadcast to a large audience Tuesday through Friday on the Sunrise Morning Show, which airs from 6:00 am to 7:00 am.

 

A live demonstration of acupuncture.  This will inform viewers of WIS-TV about acupuncture and introduce people to Selma T. Jones and the Acupuncture Center.

This is a free service.  Jones will need to log on to the Internet at www.WISTV.com and click on “Contact CraigCam.  She can complete the questionnaire and Craig Melvin or one of his associates will contact her.

 

The Acupuncture Center would be featured live on WIS-TV’s Sunrise Morning program with Craig Melvin on CraigCam.  

 

We believe the brochures and the business cards will have an immediate effect on increasing the clientele of the Acupuncture Center.  This is a necessary method of getting information about acupuncture, the center and Selma T. Jones to the general public.  Jones should always keep her business cards with her so they will be readily available if someone asks for one.  Brochures and business cards can be used to increase her clientele now and in the future.

 

The Chamber of Commerce is a long-term commitment and can be renewed annually.  It is unknown whether this will prove to bring in clients; however, the business knowledge and contacts Jones will receive from attending Chamber functions and events will benefit her now and in the future.

 

We believe clientele will increase immediately if Jones appears on CraigCam.  There is no cost to her; however, she will need to contact Craig Melvin at WIS-TV to get on the program.  Once viewers see how painless acupuncture is, they will be more apt to experience the procedure for themselves.

 

It is our recommendation that the Acupuncture Center focus primarily on promoting acupuncture and who Selma T. Jones is.  We believe that by using brochures, business cards, joining the Greater Columbia Chamber of Commerce and appearing on CraigCam, all within a relatively short period of time, that the clientele of the Acupuncture Center will increase.  By utilizing all of the above-mentioned methods, the Acupuncture Center will stay below their advertising budget of $1,500 and be able to use any surplus in the budget for additional advertising.