Blue Ocean Strategy

Why?

The problem that Clebert’s Physical Therapy is organized to solve is helping patients whose bodies need help with healing, coordination and balance. If this problem does not get solved, then the patients will continue to struggle in their daily lives with pain and other problems that can affect them.

Ideal Customer

Candice Perry is an older patient that experiences back problems. She has now just turned 54, but has had back pains around her lower back area for a while. She lives and grew up in Miami, FL and is currently married and has two sons. Candice attended FIU graduated with a degree in business. She is currently a Leading Sales Associate at Macy's. More importantly, Candice is frustrated because she has to take time out her day to rest because her lower back starts hurting frequently preventing her from doing her daily activities properly. She is likely to spend her free time reading books, going to a chiropractor and shopping at various places. Candice can be influenced by people and brands such as Ebony and Upscale, and follows them on Facebook. She also gets her news and information from health magazines. Once she solves her back problem, she can live a less painful and more comfortable lifestyle. `

Pain, Obstacles, Cores desired Feelings

The pain point that Candice experiences is that her frequently occurring back pains force her to stop what she is doing and get in the way of her daily life and activities. Candice desires to feel more lively and healthy without having any back pains that can bother her. Some keywords that she looks for when searching to solve her problem are, Back Pain Solutions, Physical Therapy, Back braces, Therapeutic techniques, back stretching exercises.

How can you react with Facebook pictures and Instagram profiles of the newspaper, radio and magazine and news channels that Eunice gets her news and information from?

Promote Physical Therapy on Social Media
Offer free service deals

What blogs and brands influence Candace’s buying decisions for this problem.

What Facebook Groups come up in search for the keyword that Candice uses?

How can you engage with these blogs, brands, pages and groups in an authentic way?

What can you do to show up on Candice’s radar?

Get a referral from Candice’s chiropractor
Offer free visits and physicals for children (Candice has grandchildren)

Competitors

Kindred Healthcare Incorporated
Miami Physical Therapy Group
Fyzical Therapy and Balance Centers of Tallahassee
BASE PHYSICAL THERAPY
Tallahassee Orthopedic & Sports Physical Therapy (TOSPT)

Competitive Factors

Insurance

In the healthcare industry, insurance is a very important factor. Health insurance is a financing mechanism that protects the insured from using their personal funds when expensive care is required.

Availability

Some patients find it difficult to make time for therapy even if it benefits them. The available times for when a facility is open plays a huge factor in deciding facilitates.

Location

Depending on the location on the health facility, this could be a competitive factor. A well-known location would be a good place to set up a physical therapy clinic.

Product Quality

To stay ahead of the competition, you need to make sure that the quality of your product remains high. Defective product costs you money in repairs and replacement products, and it costs your customers time and money as well.

Customer Service

One of the key planning factors in customer retention and maintaining a high customer-appreciation rating is good customer service. To stay ahead of the competition, you need to know what your customers expect and what keeps them satisfied.

Kindred Healthcare Incorporated recieved a score of 4 for insurance. They accept a variety of insurances from their patients. They also recieved a 4 for availability because of the hours their facilities are open. The locations of KHI are too far for Candice to consider traveling to. KHI offers exeptional product quality and customer service.

Miami Physical Therapy Group accepts many kinds of insurances and requires a prescription from a physician prior to the visit. They are available from 7pm to 7am. They are also not too far from where Candice the ideal customer lives. They have recieved good reviews as far as product quality and their customer service is good.

Fyzical Therapy and Balance Centers of Tallahassee is good with accepting insurance. They allow other methods too such as copayments or just cash. They are not available all the time for patients who work early. The location for the facility is a good known area. Fyzical offers good products and services.

BASE PHYSICAL THERAPY recieved a score of 3 for insurance. They accept most insurances but need presriptions from a physician from their patients.They are avaliable many hours of the day for their patients. Their location is a bit far and not too easy to find. Their product qualities are not as good as their customer service.

Tallahassee Orthopedic & Sports Physical Therapy (TOSPT) accepts a huge variety of insurance coverages. They recieved a score of 5 for insurance. They also recieved a 5 in avalability as they are open from 7am to 7pm. The location is near other kinds of health facilities but is not hard to find. The reviews on their product quality are good. The reviews on their customer service are average.

Innovative Factors

Customized Resources

After working with my patients, I can come to determine if they are in need of any specific material that can aid them with their therapy process. For an example, Candice Perry, an older patient who experiences back problems, can be supplied with a Tempur-Pedic bed that is best suited for her to sleep on. My facilities will be able to provide customized material for my patients.

Mental Assessment

My facilities will also be able to provide mental assessments for Candice Perry and all other patients. This is important because I believe that the mind is directly associated with the body. A mental assessment may help a therapist learn more about the problems that a patient is having.

Telemedicine

Telemedicine is a new and interesting approach to the healthcare industry. Physical Therapists that use this method are able to communicate, diagnose and learn about their patients without having to meet with them face to face but through technology. I would be able to have a couple of therapy sessions with Candice Perry via FaceTime.

Implementation Plan

In order for my Blue Ocean Strategy to be successful, I’ll need resources and training. As far as education and training, I’ll have gotten my degree in Physical Therapy. After Physical Therapy I should have the required knowledge in order to be a Physical Therapist. I have gotten some experience in a Physical Therapy clinic as an intern and this will help me in my field. Even after Pt school, I will continue to learn more about Physical therapy through other training methods. I can take some classes for unconventional methods for physical therapy. These classes can range from 100$ to 500$. For an example, I can take Primal Reflex class which has over 100 different techniques that can help the body with healing and relaxing.

I plan to promote my Physical Therapy through social media, news papers, radio and magazines. Some social media would include Facebook and Twitter. I also know a few people that can help me promote my business on the radio in Tallahassee and Miami.

I can start my business out of small facility that I will renovate. My business will be in Miami, Fl. Current Miami market trends data indicates an increase of +3.6% in the median asking price per sq ft for Office properties compared to the prior 3 months, with an increase of +15.3% compared to last year's prices. County-wide, asking prices for Office properties are 1.5% higher at $300 per sq ft compared to the current median price of $312 per sq ft for Office properties in Miami, FL.

I will also invest in quality equipment and machines for my facility. Depending on what I get, the prices can range from 12 to 18,000$. The price for a brand new workout machine can be rounded up to 3000$.

I also plan to have my facility provide transportation, if needed. For this to happen, ill need a driver and a specialized vehicle. For my company to have a handicap vehicle would cost around 40 to 60,000$. One example of a handicap vehicle would be a side-entry wheelchair accessible van.

My facility will be able to provide customized resources for my patients. These customized materials will come from one of my other businesses that I will own. For an example, Candice Perry, an older patient who experiences back problems, can be supplied with a Tempur-Pedic bed that is best suited for her to sleep on. As stated in my innovative factors, I plan to use the ideas of Telemedicine in some my therapy. In order that to happen, I will need the technology to be able to communicate with my patients such as an Ipad, TV monitoring device and etc. It should take me two to three years for my implementation plan to be successful.

References

"Miami, FL Market Trends." Miami, FL Market Trends. N.p., n.d. Web. 19 Apr. 2016.

Websites

https://sba.gov/starting-business/business-financials/estimating-startup-costs

https://www.braunability.com/wheelchair-vehicles/

http://www.fitnessblowout.com/

Clebert's Physical

Therapy

Care for the Body