Licence location and territory planning for holistic childbirth practitioners Natal Hypnotherapy™

The challenge:

As a niche player in an ever-expanding industry, Intuition Un ltd  has ambitious goals to ‘revolutionise the way in which women give birth’ through reducing caesarean rates, reducing surgical intervention, reducing labour times and, perhaps most importantly, reducing pain through the teaching of Natal Hypnotherapy™  

To do this, Intuition Un ltd  has to drive demand and define balanced, mutually beneficial licence areas and territories that allow trained practitioners to teach the Natal hypnotherapy technique to women of a childbearing age who are conceiving / already pregnant.

The solution:

Intuition Un ltd retain BD on a consultancy basis to build and maintain a comprehensive behavioural profile of their existing 100,000+ customer base in order to find more, like-minded women who may benefit from the UKs leading approach to hypnosis for birth.

Census data and geodemographic data (from the BD-developed P2 People & Places people classification) form the building blocks of the data model used to identify those women most likely to respond to the Natal Hypnotherapy™  message, assess demand for services, define optimum franchise territories and allocate resources.

The benefits:

The resulting postcode maps allow Intuition Un ltd to estimate, with confidence, demand by area; determining the number of ideal customers that live in each postcode sector therefore enabling them to effectively meet the needs of expecting women in their local communities. 

Maggie Howell, director of Intuition Un Ltd commented: “In the current climate it is increasingly difficult to fill courses; however having the detailed maps for each area puts our practitioners at a significant market advantage. Knowing exactly where their target audience lives enables them to focus their marketing activities in key areas that are most likely to lead to sales”.

For more information on how we can help plpan balanced and effective territories for your workforce, get in touch via our web form or call us on 01904 701020.

Beacon Dodsworth Ltd.
5 Middlethorpe Business Park, Sim Balk Lane, Bishopthorpe, York. YO23 2BD
Tel. +44 (0)1904 701020 email info@beacon-dodsworth.co.uk

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