Marketing
Target Market
The Bondi Junction 7 Day Medical Centre provides comprehensive medical services
to everyone regardless of age, gender, sexual or religious preference; Every member of the general public represents a potential patient.
For instance, a baby could be administered for the chicken pox vaccine, an elderly patient could undertake a blood test for diabetes, an adolescent could be x-rayed for a sporting injury, a woman could receive a pap smear....
Product Range
The Bondi Junction 7 Day Medical Centre provides bulk billed general practice and minor casualty services for all ages.
Some examples include:
Promotion
The co-owners of the Bondi Junction 7 Day Medical Centre use the following types of advertising to promote their business:
The Bondi Junction 7 Day Medical Centre provides comprehensive medical services
to everyone regardless of age, gender, sexual or religious preference; Every member of the general public represents a potential patient.
For instance, a baby could be administered for the chicken pox vaccine, an elderly patient could undertake a blood test for diabetes, an adolescent could be x-rayed for a sporting injury, a woman could receive a pap smear....
Product Range
The Bondi Junction 7 Day Medical Centre provides bulk billed general practice and minor casualty services for all ages.
Some examples include:
- Ongoing assessments and treatment of chronic conditions such as
hypertension; - On site blood tests;
- Daily dressing of wounds and suturing lacerations;
- Flu injections and travel vaccines;
- Referrals to appropriate specialists;
- Treating bone or soft tissue injuries;
- Minor surgical procedures and excision of moles;
Promotion
The co-owners of the Bondi Junction 7 Day Medical Centre use the following types of advertising to promote their business:
- Website
- Paying premium rates to Google and Telstra to gain search engine prominence;
- Advertisements in the Wentworth Courier;
- Distribution leaflets in the mail;
- Large red and white signage on the exterior of the medical centre;
- Pamphlets (as shown below);
Price
Bulk Billing – Free with Medicare Card.
One of the main objectives of the Bondi Junction 7 Day Medical Centre is to provide affordable quality medical services. They accomplish this by bulk billing all Medicare card holders. Hence, the centre attracts patients who have a Medicare card and opt to receive these services for free.
Without a Medicare card, the following fee schedule applies:
Bulk Billing – Free with Medicare Card.
One of the main objectives of the Bondi Junction 7 Day Medical Centre is to provide affordable quality medical services. They accomplish this by bulk billing all Medicare card holders. Hence, the centre attracts patients who have a Medicare card and opt to receive these services for free.
Without a Medicare card, the following fee schedule applies:
Fee
$0 with Medicare card |
Fee
$70 standard consultation on weekdays |
Fee
$80 standard consultation on weekends |
Place
The Bondi Junction 7 Day
Medical Centre directly markets its extensive medical services
to the public from its premises on
the Ground Floor, HCF Building, 1 Newland Street, Bondi Junction. There are no intermediaries.
Effectivenes of Marketing Strategies
How effective have the marketing strategies
been?
The co-owners have effectively incorporated various marketing strategies to grow their business. They are satisfied with the progress so far. The Bondi 7 Day Medical Centre is increasing the number of patients it bulk bills by about 15% per month on average. This is an excellent result for a brand new business.
The co-owners believe that the most effective marketing strategy they have used is Telstra and Google Search Engine Prominence (as shown below) on the internet.
The Bondi Junction 7 Day
Medical Centre directly markets its extensive medical services
to the public from its premises on
the Ground Floor, HCF Building, 1 Newland Street, Bondi Junction. There are no intermediaries.
Effectivenes of Marketing Strategies
How effective have the marketing strategies
been?
The co-owners have effectively incorporated various marketing strategies to grow their business. They are satisfied with the progress so far. The Bondi 7 Day Medical Centre is increasing the number of patients it bulk bills by about 15% per month on average. This is an excellent result for a brand new business.
The co-owners believe that the most effective marketing strategy they have used is Telstra and Google Search Engine Prominence (as shown below) on the internet.
They also believe the prominent location of the medical centre has attracted many passers as new patients. They believe that offering an
extensive range of medical services for free without the hassle of appointments and waiting times, has been the key to their success.
Favourable word of mouth, positive internet reviews and humorous uploads on youtube (such as the one below) are a key indicator of the success of the centre’s overall marketing strategy.
http://www.youtube.com/watchv=RCHLW3U0VAs
Where promotion is not effectively used?
The co-owners believed that traditional flyers pamphlets and advertisements in the Wentworth career have been the least effective marketing tool thus far. They are unlikely to use these methods in the future.
Strategies the business could adopt.
The co-owners have been contemplating whether to use social media sites such as Facebook, Twitter and Instagram as a marketing tool for their business. However, being a professional medical centre the co-owners are very concerned about their reputation and the perceptions they portray. They have resisted this type of advertising for the moment.
Market Expansion
The Bondi Junction 7 Day Medical Centre is literally a brand new business. The coowners are fully focused on growing their patient numbers in order to maximise the centre's profitability potential.
However, proposals in the 2014 Budget to introduce a $7 co-payment for genreal practice services may have a signficant impact on this business.This controversial intiative is meeting much resistance in the Senate. The co-owners are waiting to see whether this legislation will pass and what effect it will have on the medical centre, before making plans for expansion.
extensive range of medical services for free without the hassle of appointments and waiting times, has been the key to their success.
Favourable word of mouth, positive internet reviews and humorous uploads on youtube (such as the one below) are a key indicator of the success of the centre’s overall marketing strategy.
http://www.youtube.com/watchv=RCHLW3U0VAs
Where promotion is not effectively used?
The co-owners believed that traditional flyers pamphlets and advertisements in the Wentworth career have been the least effective marketing tool thus far. They are unlikely to use these methods in the future.
Strategies the business could adopt.
The co-owners have been contemplating whether to use social media sites such as Facebook, Twitter and Instagram as a marketing tool for their business. However, being a professional medical centre the co-owners are very concerned about their reputation and the perceptions they portray. They have resisted this type of advertising for the moment.
Market Expansion
The Bondi Junction 7 Day Medical Centre is literally a brand new business. The coowners are fully focused on growing their patient numbers in order to maximise the centre's profitability potential.
However, proposals in the 2014 Budget to introduce a $7 co-payment for genreal practice services may have a signficant impact on this business.This controversial intiative is meeting much resistance in the Senate. The co-owners are waiting to see whether this legislation will pass and what effect it will have on the medical centre, before making plans for expansion.