Marketing strategy for a traditional Chinese medicine (TCM) clinic in Vancouver

Complementary and Alternative Medicine (CAM) has gained worldwide acceptance in the recent past. Apart from all other modalities of CAM, Traditional Chinese Medicine (TCM) has gained enormous interest globally. TCM has become a mainstream medicine in several underdeveloped countries and is rapidly gaining recognition in developed countries such as in the U.S and especially Canada. British Columbia is the only jurisdiction in North America that officially recognizes TCM. Consequently, the local industry is not only experiencing remarkable growth but is facing serious challenges. This paper analyzes global and local trends in CAM and TCM, derives insights into consumer behaviour from a literature review and develops an effective marketing strategy for the TCM clinic in Vancouver. The paper concludes that in a saturated market it is possible to grow by employing a differentiated marketing strategy.