PR Plan – Complete Physical Therapy and Wellness

Executive Summary:

Complete Physical Therapy and Wellness opened on February 14​th 2018. It is located in

Fitchburg Massachusetts. Complete Physical Therapy and Wellness expresses positivity,

commitment, and hard work. Five longtime friends and colleagues all in the physical therapy

practice decided to start a business like this by helping their clients get back to feeling 100

percent. They all agreed this was the best move to finish their careers. Those women names are

Theresa Brassard, Joanna D’Onfro, Jennifer LeBlanc, Tamara Moses, and Alice Thompson.

Complete Physical Therapy and Wellness averages around one hundred and fifty patients per

week. However, the company lacks in their social media platforms. Facebook is the only

platform the company has and unfortunately it is underutilized. Complete Physical Therapy and

Wellness is a great place that offers so much for their patients. They get to know their patients

and try to make a positive impact on the community. As the company continues to move

forward, challenges they face will be addressed here in our PR plan. The owners are looking

forward to helping their business by expanding its social media platforms, reaching out to the

community, and raising their patient rate by 8-10 new patients per-week. Complete Physical

Therapy and Wellness is a place that cares about the patient.

Situation Analysis​:

Complete Physical Therapy and Wellness is located on 960 South St. in Fitchburg

Massachusetts. The business has been open now for almost two years now, opening on February
14​th 2018. It is privately owned business that is open to a variety of patients that can come from

infants to the oldest person. Five longtime friends and colleagues decided to start a business like

this by helping others get through an injury was the best move to finish their careers. Theresa

Brassard, Joanna D’Onfro, Jennifer LeBlanc, Tamara Moses, and Alice Thompson who have

been in the health business for many years, did this because they wanted to create a positive

impact on people’s lives. The building consists of four rooms, two private rooms, two open

rooms with a gym that has exercise machines that focuses on one specific injury. Some of the

specialties the company focuses on is sports injuries, orthopedics, women's health, and much

more. Complete Physical Therapy and Wellness is friendly environment that won’t stop until the

patient is one hundred percent healed and ready to go.

Complete Physical Therapy and Wellness averages around one hundred and fifty patients per

week. However, the concern is the social media and digital aspects of the company. Theresa

Brassard expressed that they do have a Facebook page but that none of the women in the office

are well versed on how to use it. The business wants to be able to reach out to the community in

as many ways as possible. As they currently visit Monty Tech and Fitchburg High school where

they offer free treatment. They want to expand upon that. They want to be very active with the

community and show everyone that their business is a positive one. There is no problem with

getting patients right now but like many businesses, growing in upward direction is always the

goal.

Social Media is currently one of the most powerful things in the world. If the business learned

how to use all these different types of platforms such as Twitter, Facebook, and Instagram, the

business can have a better connection with the community. The women want to go beyond just a
“physical therapy” practice and offer their clients a specialized one on one total care treatment

center that shows in many ways they truly care.. They also want to reach out to more schools that

could improve their training and recovery programs that they offer. They want their patients to

feel confident and welcomed well beyond other clinics every single time they walk through the

door. With good social media pages, Complete Physical Therapy and Wellness can grow their

business and become one of the best therapy places in the state.

Goals & Objectives​:

- Improve Social Media Platforms

1. Currently the business that has one social media site: Facebook

2. Instagram, which is owned by Facebook, is one of the biggest social media

platforms right now.

- Have effective processes that are presented in a professional matter and catch the eye of

the viewer.

1. 8-10 new patients a week is a goal they are looking to strive for.

- Work together with others to express that Complete Physical Therapy and Wellness is a

positive environment.

1. Show how hard the therapists work and the energy they bring to their patients.

2. Express to many individuals that Complete Physical Therapy is reliable and

that the employees will have a powerful connection with the patient.
Audience Analysis​:

- Fitness and Athletic Patients - Medical Field:

Complete Physical Therapy and Wellness focuses on making their patients feel 100 percent

and for them to get back into their normal workout routines. People who are strict with their

workout routines and dieting, can experience an injury that takes them out of those routines. This

will usually lead to frustration and lack of confidence for the individual. Complete Physical

Therapy and Wellness would work with that individual and get them back on the right path to

resume their normal routine.

Today, we live in a social media world. During downtime moments, People will most likely be

using one type of social media. Whether that is Facebook, Twitter, Instagram, etc. The use of

social media would be a great way to reach out to our target audience. Instagram consist of many

pages that are based on fitness, wellness, and health. If an Instagram account is created for

Complete Physical Therapy and Wellness, then the company can expand its business to those

pages and potentially build up more patients.

Increasing social media platforms helps the business get their brand out there. It shows that

the business is engaged with their followers and helps increase their chances of getting them in

the building if they experience any injury. Complete Physical Therapy and Wellness would post

videos of exercises that show the viewer what they do to heal a certain injury. This would

potentially help spread the word to anyone who needs that specific injury healed.
Strategic Analysis​:

Creating an Instagram account for Complete Physical Therapy and Wellness will help

establish their identity as a company. The owners of Complete Physical Therapy and Wellness

want to stress that it's not just PT but it’s a PT and wellness that makes you feel good physically

and mentally. With the current clients who already are going to Complete Physical Therapy and

Wellness for treatment, they have raved about how they enjoy being there. Relationships

between the patients and employees aren’t just an appointment setting, they develop a genuine

relationship with each other. However, how can a person who might not know about Complete

Physical Therapy and Wellness know that? If an Instagram page is created then they can target

people over the web who enjoy fitness and healthy dieting. It would expand their business and

potentially could get more people through the door.

The use of Social Media is something that is a big part of our everyday world. It’s people

ways to express their emotions or message to their followers. Complete Physical Therapy and

Wellness expresses positivity, commitment, and hard work. This opportunity can show people

that they are loyal to their patients and will never cut corners to get the patient out faster.

Complete Physical Therapy and Wellness is community oriented. They offer free treatment to

Fitchburg High School and Monty Tech. They even took the time to travel some time outside the

city to run a free ACL preventative program for Nashoba Tech in Westford MA. There were no

ACL tears that year. Adding another social media account will bring more of a better connection

with the community. No need to rely on people on whether or not they reply to an email sent.

The social media platform will show people the way to properly do something correctly and with

the best form. Complete Physical Therapy and Wellness is a place that cares about the patient.
 In order to achieve these expectations, it’s all about spreading the word. Our approach will

start with Physical Therapist Month. In October, Physical Therapist are recognized for the hard

work they do for their patients. Theresa Brassard, Joanna D’Onfro, Jennifer LeBlanc, Tamara

Moses, and Alice Thompson want to do something to recognize all the hard-working people in

the medical field. Little ways down the street from Complete Physical Therapy and Wellness,

there is a Disc Golf course that attracts lots of people. The company can promote their business

while people are playing disc golf. It’s all about interacting with people, telling them about the

business, and what it’s all about. Also, people like free stuff. The company gives away stuff with

the company name on it like ice packs, phone wallets, pens, etc. The company will be learning

how to operate their new social media account, bringing their business to the next level.

Tactics:

- Create an Instagram

1. Connect with people who have a passion for fitness

-We are looking to start up and maintain an Instagram account for Complete

Physical Therapy and Wellness. We would want to create guidelines of effective

ways to post on Instagram (how, when, and why). This would help the company

promote their brand with new and exciting content that can be easily discoverable.

2. Give our business a chance to reach out to people who could dealing an injury

3. Create content that connects with our target audience

- Disc Golf and snacks and refreshments

 1. Market Complete Physical Therapy and Wellness by setting up a table and

interacting with people playing disc golf.

Budget​:

- Using Social Media sites are free and creating a page shouldn’t cost any money.