BTL Aesthetics
Physician Marketing Program
Prepared by Green Dot Advertising — November 14th, 2018
Objectives & Marketing Strategy
Deliver a 90-day marketing program designed to support physicians offering medical procedures performed by BTL devices.
90-Day Marketing Program:
Green Dot is proud to offer a fully integrated digital marketing program designed to generate consumer awareness and direct sales leads for physicians offering medical procedures performed with BTL devices.
The marketing strategy is to target consumers on their mobile devices. Ads run on social media apps and search engines linking users directly to a landing page for the specific service from where they can inquire and schedule a consultation. All visitors see retargeting display ads for a period of 2 weeks after visiting the landing page, giving physicians an second and third at bat to land each opportunity. Prospects who inquire via the contact form receive five (5) automated emails within 10 days (drip campaign) highlighting key benefits of the procedure and reminding them to schedule their consultation.
Starter Package includes:
- Customized EMSCULPT landing page
- Customization of Facebook page
- 90 days of Facebook advertising
- Phone Call Tracking
- (3) retargeting ad banners
- 90 days of retargeting ads
- Ad tracking and analytics
- Monthly reporting
- Access to Green Dot client portal
Physicians have two choices for an upgraded advertising package. The basic 90-day package includes everything listed above. Upgrading involved selecting between adding additional digital marketing services, or selecting a training program designed to educate the staff how to run basic social media campaigns.
Entrepreneur Package includes:
- Dedicated Account Manager
- Customization of Instagram page
- Video ads on Facebook and Instagram
- 90 days Instagram advertising
- (3) posts per week (12 per month) – Facebook
- (3) posts per week – (12 per month) Instagram
- (2) eblasts to prospects and existing customers in 90 days
- (5) customized email drip messages
- Setup email drip workflows (MailChimp or ActiveDemand)
- 90 days of MailChimp or ActiveDemand software subscription
Social Media Training Program:
- Dedicated Account Manager
- (6) training sessions over 90 days
- Landing pages & updating a landing page
- Facebook advertising
- Instagram advertising
- Google Adwords
- Google Analytics & Tracking
- Setting Budgets & Optimization
Finally, physicians have the opportunity to boost sales even further by opting into the most powerful marketing tactic – Google Adwords. Placing ads on the search engines is expensive, but very effective as prospects are ready to buy when they inquire. This package includes the following:
360 Marketing Package includes:
- Dedicated Account Manager
- Google Adwords account setup / customization
- Phone call tracking
- Google Adwords budget & ad management
- Tracking & Analytics
- Monthly reporting
- Guaranteed $12,000 media spend
Website Scope of Work
Website Development Scope of Work
Create an EMSCULPT landing page customized for each physician’s office including customized colors and images.
Green Dot will provide a custom landing page on the WordPress platform including a content management system (CMS) allowing the page to be updated and customized for each physician quickly and efficiently. The landing page is designed primarily for mobile devices with responsive code to ensure content is mobile friendly and renders consistently on tablets and smartphones, as well as desktop computers.
EMSCULPT Landing Page
- HomeIntro - EMSCULPT
Tone & build muscle
Sculpt your body
Videos
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CTA - free consultation
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The Science
Patient Testimonials
About the Doctor
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CTA - free consultation
Includes the Following:
- Account service
- Copywriting
- Landing page content customization
- (2) sets of revisions
- Website setup on hosting account
Retargeting Display Ads
Retargeting Display Ads
Digital display ads are used to retarget all prospects who visited your landing page but did not schedule a consultation. These display ads can be shown to visitors from all traffic sources. 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
Video Advertising
Social Media & YouTube Video Ads
The upgraded marketing package includes video ads that can be placed on social media sites like Facebook, Instagram and YouTube where they can reach a wide target audience at a low cost, especially when compared to television placements. Research shows everyone from Millennials to senior business executives now prefers video over text and that video can increase conversions by over 65%.
Includes the Following:
- Campaign setup including copywriting and precise targeting
- Media research and placement
- Campaign management & optimization
- Conversion tracking and reporting (incl. phone call tracking)
Does Not Include:
- Video Production
Email Marketing
Email Marketing
Emails can be used to nurture a lead with more information about a specific medical procedure after they inquire. When it comes to EMSCULPT, consumers do extensive research to select a physician and staying top of mind during that process is of key importance.
Green Dot recommends an automated email drip campaign consisting of up to five (5) emails that are triggered for each new prospect that inquires.
Additionally, this service includes 2 eblasts to the physicians existing customers and prospects during the 90 day marketing program.
Green Dot has can fulfill this service on either MailChimp or ActiveDemand, depending on the physician’s preference.
Includes the Following:
- Write, layout and code a series of five (5) emails – drip campaign
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Customize two (2) emails about EMSCULPT for phyisician
- (2) eblasts to physician’s existing customers / prospects
- Testing for all popular desktop and mobile platforms
- Tracking and reporting (incl. phone call tracking)
Google® Adwords
Google® Adwords
Search marketing is the best way to step in front of existing demand and drive highly qualified leads at a predictable cost. This services guarantees your EMSCULPT landing page to be listed prominently on Google when people search for relevant keywords.
Green Dot has Google AdWords certified marketers that will setup and optimize a keyphrase driven pay-per-click ad campaign designed to drive qualified traffic directly to your landing page. Consumers that are actively searching for body sculpting services will convert at the highest rate and are most likely to inquire immediately.
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)
Analytics & Reporting
Analytics & Reporting
Green Dot ensures you know how your campaigns are performing at all times. Clients have direct access to campaign dashboards for their campaigns as well as to monthly reports detailing the performance of their campaigns.
Green Dot includes a monthly call with clients to review the report and answer any questions clients may have.
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- Call Tracking Metrics – phone call tracking
- RavenTools for campaign KPI reporting
- Monthly account review
Services Summary & Pricing
Services Summary & Pricing
Non-negotiable Services
Setup & Landing Page Customization
Includes the following:
- Account service
- Onboarding physician’s office
- Account access for hosting and social media accounts
- Landing page content customization
- (2) sets of revisions
- Website setup on hosting account
$500
Starter Package
Includes the following:
- Customization of Facebook page
- 90 days of Facebook advertising
- Phone Call Tracking
- (3) retargeting ad banners
- 90 days of retargeting ads
- Ad tracking and analytics
- Monthly reporting
- Access to Green Dot client portal
$4,500 for 90 days
Optional Services
Entrepreneur Package
- Dedicated Account Manager
- Customization of Instagram page
- Video ads on Facebook and Instagram
- 90 days Instagram advertising
- (12) posts per month – Facebook
- (12) posts per month – Instagram
- (2) eblasts to prospects and existing customers in 90 days
- (5) customized email drip messages
- Setup email drip workflows (MailChimp or ActiveDemand)
- 90 days of MailChimp or ActiveDemand software subscription
OR
Social Media Training Program
- Dedicated Account Manager
- (6) training sessions over 90 days
- Landing pages & updating a landing page
- Facebook advertising
- Instagram advertising
- Google Adwords
- Google Analytics & Tracking
- Setting Budgets & Optimization
$5,000 for 90 days
360 Marketing Package
- Dedicated Account Manager
- Google Adwords account setup / customization
- Phone call tracking
- Google Adwords budget & ad management
- Tracking & Analytics
- Monthly reporting
- Guaranteed $12,000 media spend
$18,000 for 90 days
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | |
|---|---|---|---|---|
| Setup & Landing Page | $500 | |||
| Starter Package | $1,500 | $1,500 | $1,500 | |
| Entrepreneur Package | $1,665 | $1,665 | $1,670 | |
| Google Adwords | $6,000 | $6,000 | $6,000 | |
| Monthly Totals | $500 | $9,165 | $9,165 | $9,170 |
Social Advertising & Marketing
Social Advertising
Advertising on Facebook and Instagram is a great way to target consumers on their mobile devices. Ads run in the newsfeed on social media platforms and link directly to your landing page from where prospects can inquire.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand for specific services. Social advertising will focus on reaching consumers living near physician’s offices with sufficient income to afford the procedure.
Includes the Following:
Page Management
The upgraded marketing package includes posting to your Facebook and Instagram pages regularly to keep prospects engaged as they shop around to learn more about the procedure and compare prices.
Includes the Following: