Development of appropriate promotional measures for a SME with a focus on customer retention

Abstract

The small-sized health organization’s future strategy is growth. Frenkenklinik already actively promotes its services and attracts new customers by taking advantage of various external communication instruments. However, going forward, the company would like to increase its focus on smart promotion activities, aiming to retain its present customers. To achieve that, Frenkenklinik has to develop cost-efficient promotional measures which target the interests of its present customer base, while aligning with Frenkenklinik’s reputation as a quality health provider.