BTL Aesthetics
Physician Marketing Program
Prepared by Green Dot Advertising — March 13th, 2018
Objectives & Marketing Strategy
Execute a marketing program to support physicians who buy into the BTL Aesthetics product family. Physicians will be able to take over and extend the campaign after the 90-day introductory period.
Marketing Strategy:
Prospects for fat disruption, skin tightening or vaginal rejuvenation procedures generally begin research online. They search on Google to find before and after photos, research affordability, recovery time and look for a physician with experience administering this procedure.
As a result, several digital touch points are necessary to run a successful, comprehensive and cost effective marketing campaign. The proposed strategy aims to engage users when they search online for these procedures, and link them to a corresponding and relevant landing page that has been customized for the physician so the prospect can learn about the procedure and inquire.
When a prospect inquires via the consultation request form on the landing page, a series of emails are triggered to ensure they follow through with scheduling and attending the consultation appointment. Prospects that are linked to the landing page but do not inquire will be retargeted with display ads as they visit other ad network supported websites. Prospects can also call the office to request a consultation if desired.
We recommend omitting social media marketing primarily because both Instagram and Facebook have policies prohibiting ad campaigns that promote body image improvements. All marketing would have to target existing followers of the physician’s existing page.
Tracking, reporting and optimization of each physicians campaign is included with the monthly services fee. Green Dot also provides inbound phone call tracking resulting from the ad campaigns and can provide physicians with a CRM to manage the leads if this functionally is desired by the physician’s office staff.
Landing Page
Landing Page
Customize the landing page for a specific service for each physician to support the marketing campaigns.
Green Dot will customize the approved landing page for each procedure with the physician’s contact information, as well as update the contact forms to connect with the physician’s inbound email system.
Each landing page is designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Website Content Outline
- Landing PageHeader - (link to consultation sign up)
What is ... (procedure)
Lead benefit - video
Results
Before & after photo gallery
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Schedule Consultation
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Benefits
How it Works
FAQ
Physician Info
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Schedule Consultation
Includes the Following:
- Account service
- Update physician logo
- Update contact form to email physician
- Update phone numbers
Google® Adwords
Google® Adwords
Google AdWords allows a website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google AdWords certified marketer can help you write targeted ads that cost less than your competitors are paying by optimizing each part of your campaign.
Cost-per-click keyword rates for South Florida range between $8 -$22 on Google depending on the geographic area and the targeted keywords. Green Dot recommends a media budget for Google of at least $2,000 per month for each service being marketed, depending on the number of leads that need to be generated. The cost per marketing qualified lead will likely range between $70 – $200.
Includes the Following:
- Keyword research and competitive analysis
- Ad copywriting
- Campaign setup including targeting and restrictions
- A/B testing of ads
- Campaign management and optimization
- Conversion tracking and reporting (incl. phone call tracking)
Retargeting Display Ads
Retargeting Display Ads
Since the cost-per-click for fat disruption campaigns are high, we strongly recommend retargeting landing page visitors for a period of one month. Digital display ads can used to retarget all prospects who visited the landing page but did not complete the desired action. The retargeting ads run on a wide network of websites that support display advertising and “follow” your prospects from site to site as the browse the net, giving you a second and third opportunity to close the deal.
Includes the Following:
- Account service
- Copywriting and concept development
- Design of banner ad creative
- Campaign management and optimization
- Tracking and monthly reporting
Email Marketing
Email Marketing
Emails can be used to nurture a lead and promote a specific service. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, ActiveDemand and many more.
The program includes a series of emails that are triggered automatically once a prospect submits the consultation request. Each email is sent 2-3 days apart from the previous message and the campaign is cancelled when a patient schedules their appointment.
Email Drip Series
- Thanks for consultation request – we’ll contact you soon
- Preparing for your consultation
- Financing / payment options
- Results – before and after photos
- Schedule consultation today
Drip emails spaced out over a 2 week period while the prospect shops alternative solutions have been proven to increase response rates dramatically, thereby reducing overall marketing costs.
Includes the Following:
- Write, design and code up to (5) drip campaign emails
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting (incl. phone call tracking)
Analytics & Reporting
Analytics & Reporting
Green Dot ensures you know how your campaigns are performing at all times. Clients have direct access to the marketers working on their campaigns as well as to reporting platforms like Google Analytics (landing page performance) and ActiveDemand to view a live campaign dashboard detailing the performance of the campaigns.
Green Dot publishes monthly reports detailing every lead that was generated, the source and the cost. We also review reports with clients by phone or via a virtual meeting platform.
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- RavenTools for campaign KPI reporting
- Monthly account review
- ActiveDemand for marketing automation, email drip campaigns, call tracking and campaign dashboards
Media Spend & Management Fees
Media Spend & Management Fees
How much you spend on media every month is totally up to you. The more you spend, the greater your reach and frequency. Green Dot provides recommendations and guidance based on campaign performance and objectives, while allowing clients to adjust their budgets as needed.
Green Dot does not bill clients for media insertion, or require a minimum budget. Instead, we only invoice for media planning and campaign management. We manage and execute the media buys, create all ads, a/b test the ads, optimize your monthly spend (we may suggest increasing / decreasing the budget allocation depending on a channel’s performance) and report on the results.
All media expenditures are the responsibility of the client and are billed directly to the client by the media vendor or advertising platform. This approach creates pricing transparency and trust, while allowing media budgets to be adjusted as needed.
Green Dot includes these media management services at no additional charge with your marketing retainer up to the specified monthly threshold. Scaling the media buy beyond this baseline triggers a media management fee of 12% applied only to the net new spend above the included monthly threshold.
Services Summary & Pricing
Services Summary & Pricing
Landing Page Customization
The project includes the following services:
- Account service
- Add physician logo
- Update contact info, location info and contact forms
- Website setup on hosting account
$600
Email Drip Customization
Services include:
- Update phone numbers, website addresses and links on all (5) drip campaign emails
$400
Campaign Setup
One-time campaign setup fee includes:
- Google Adwords account setup
- Tracking setup for Google Adwords
- Google Analytics set up for landing page
- Setup ActiveDemand dashboard
- Setup phone call tracking
- Setup retargeting campaign
- Customize email drip creative and setup in ActiveDemand for each physician
- Setup PipeDrive as CRM
- PipeDrive orientation / training
$3,500
Digital Marketing Services
Your marketing services package includes the following:
- SEM using Google Adwords
- Phone call tracking
- ActiveDemand marketing automation platform
- ActiveDemand dashboard access
- PipeDrive CRM – up to 3 users
- Email drip campaign management
- Retargeting campaign management
- Website / landing page maintenance, one update per month
- Ongoing tracking & analytics- including access to the GD project portal
- Monthly reporting
- Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.
$2,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $2,300 p/m
Retargeting: $200 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | |
|---|---|---|---|---|
| Landing page customization | $600 | |||
| Email Drip Customization | $400 | |||
| Campaign Setup | $3,500 | |||
| Digital Marketing | $2,500 | $2,500 | ||
| Media Spend | $2,500 | $2,500 | ||
| Monthly Totals | $1,000 | $3,500 | $5,000 | $5,000 |