The Body Talk System: Utilizing a traditional marketing approach for non-traditional healthcare.
Dr. John Veltheim, an Australian Born, Chiropractor developed a new modality in 1995 called the Body Talk System. His challenge has been how to best communicate this modality around the United States and around the world. The Body Talk System is a new healthcare modality practiced by over 3,000 practitioners in more than 30 countries worldwide. Because Body Talk is considered “alternative medicine,” their marketing organization was challenged by how to best communicate this very innovative modern approach to healthcare. Also, as a relatively young organization, they had limited resources. The process began with the development of a Strategic Marketing and Public Relations plan which was developed in partnership with the client. The plan identified all integrated marketing and public relations activities for a one-year period.
The plan focused on the following strategies:
- Development of a unique and innovative brand identity including an identity mark and tagline (see exhibit).
- Utilization of e-marketing tools to build an online community.
- Fostering of a strong referral network to grow the practitioner and client base.
- Distribution of education-based information to increase awareness of the benefits of the Body Talk System that can be disseminated on a local level.
- Leveraging public relations opportunities to secure free publicity
After the plan was completed, the implementation process began. Body Talk has experienced unprecedented growth of their membership base. Public Relations activities have generated numerous information articles, TV and radio appearances and mentions in national magazines including Golf Digest.
