October 26, 2010 PR Plan- Harmony Hand and Physical Therapy

PR Planning Recommendations for Harmony Hand and Physical Therapy

Objectives:
Our short-term objective is to develop the marketing tools needed to inform our various audiences of the services and expertise available at Harmony Hand, which can be delivered and maintained with relatively low effort and commitment by the existing staff at HHPTC. Our long-term objective is to create a network of clients that consider HHPTC to be the first choice when choosing a clinic for their physical, occupational, or massage therapy needs.

Target Audiences:
While the majority of interactions in the clinic are with patients, the main audiences we are targeting in increasing PR efforts fall into a broader category of who recommends those patients to choose Harmony Hand. The audiences we are therefore aiming to reach through the PR campaign are: Doctors Local physicians are integral referral source, so marketing to this audience is incredibly important. Marketing materials for physicians offices will also include an aim towards their front office staff, as these are the people that not only screen information delivered to doctors but also are involved in referring patients Attorneys We will market our recently added X-RTS technology and FCE system to local attorneys who handle workmens compensation cases Business Employers We will informal local business employers of the WorkSTEPS program including recent legislation and the benefits of pre-employment testing Existing and potential patients

October 26, 2010 Inclusion of existing patients is important in our marketing program in order to express our appreciation that they chose Harmony Hand, but also to increase word of mouth referrals. We are specifically focusing on patients who have been seen at least five times

Tactics:
The following tactics have been determined in order to successfully satisfy both our short and long term objectives: Create simple and manageable press kits for therapists to deliver to various target audiences, ideally creating a different set focusing on (a) our clinical/treatment services, (b) the WorkSTEPS system, and (c) the X-RTS technology and FCE system o Material will be presented in a small presentation folder that is easy to distribute and simple to read and understand o Incorporate interesting graphics and design o Include testimonials from various past clients to provide greater legitimacy and references Create an SASTM Brochure o Include HHPTC information on back of trifold o Copy on to thick paper/cardstock Utilize technology in updating Harmony Hands website to incorporate multimedia outlets and more useful for our audience by updating information and events regularly Increase cross marketing efforts between General Care and HHPTC o This includes presence of HHPTC on General Cares website o Utilizing media coverage at events such as Dr. Thompsons forum on medical marijuana legislation on November 16, drawing on connection between HHPTC and General Care Holiday cards to be delivered to referring doctors, employers, and patients who were treated more than five times. o Include picture of staff o Utilize referral tracking report in strategic mailing of cards Appreciation Gifts for industry clients and top 15-20 referral sources o Establish list of eligible recipients o Create a theme/design for thank you card o Decide on a gift (Great Harvest bread, fruit and chocolate basket, AlpineToffee.com, Buttercream Cupcakery, etc.)

October 26, 2010

Calendar:
Starting the week of October 25, it is our goal that by November 19 we will have created the materials and planning necessary for the therapists and staff to be self sufficient in carrying out the program with minimal time commitment. A more specific timeline of completing our various tactics is as follows:

November 2010
Sun Mon Tues Wed Thurs. Fri. Sat.

1 7 8
Have media informed for Dr. T speech

2
Determine gift and list recipients

3 10 17 24
Completed final draft of holiday card

4
Get testimonials from Vestas/ Kodak

5
Completed Rough Draft of Press Kit

6 13 20 27

9
SASTM brochure completed

11
Theme for thank you card decided

12
Order Marketing Kit

14 15
Rough draft of holiday card done

16
Learn CMS for website (have changes/adds gathered)

18
Create mailing list for holiday cards

19
Have website updated

21 22
Have picture taken for card

23 30
Holiday cards ready to be sent

25
Thanksgiving

26

28 29

Budget:
Because Harmony Hands company objective is quality patient care, a PR plan falls under a secondary category and therefore it is our goal to keep promotional costs low. By utilizing media coverage we are eliminating some of the costs of advertising.