Chronic Care Management

Design & Marketing Proposal

Prepared by Green Dot Advertising — December 11th, 2017

Objectives & Marketing Strategy

Develop a brand identity and position Chronic Care Management as a turnkey solution for physicians to administer a fully compliant chronic care management program to generate a new income stream and keep Medicare reimbursement rates up. 

Marketing Strategy & Tactics:

During the first 60 days the focus will be to develop the brand ID for Chronic Care Management and create the collateral needed for the sales team to hit the ground running. Once those tasks are completed, Green Dot will transition to help with lead generation utilizing digital marketing tactics to generate and nurture leads throughout the sales funnel, as well as help automate the entire marketing process.

The initial phase includes developing design concepts for the logo, tagline, business cards, website and sales brochure. We present the concepts for all of these touch points simultaneously for feedback, and incorporate client revision requests to ensure everyone is happy with the company’s brand ID and messaging prior to moving into the production phase.

The transition to lead generation and digital marketing begins immediately after the various brand touch points needed to support the marketing campaigns are in place. We recommend a combination of advertising on search engines like Google to step in front of existing demand, as well as sourcing lists for physicians and their staff that fit the target audience and engaging them with email and direct marketing tactics.

Combining these digital marketing efforts with a marketing automation platform and customer relationship management system (CRM) will streamline the tedious effort of manually following up with leads that still need to be nurtured and educated as to the benefits of working with CCM. Your sales team will have a customized tool, setup specifically to manage your company’s lead flow, and automated email drip campaigns for each phase of the sales cycle.

Green Dot will manage and optimize your marketing campaigns, train your staff to use the technology platform and sales tools, as well as standardize the sales cycle from A-Z.

Green Dot suggests exploring the following initiatives:
  • Brand ID development
  • Sales Brochure
  • Sales Presentation
  • Website
  • Print Ad
  • Google Adwords
  • Retargeting Ads
  • Email Marketing
  • Automated Lead Nurture Campaigns

Logo & Brand ID

Logo & Brand ID

A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.

Green Dot takes a holistic approach to designing logos and brand identities. Clients can make better decisions when seeing their entire brand story “in action” versus first a logo design and then other brand touch points in a linear manner. As a result, we thoroughly develop your brand’s touch points prior to presenting any of it for client feedback.

Expect to review the logos, tagline, website design and brochure design all at once rather than in a step-by-step linear manner. As a result, we credit the design fees for the brochure and website to those projects.

Includes the Following:
  • Account service
  • Tag line and copy concept development
  • Design & visual concept development
  • Logo design and logo files
  • Business cards
  • Website home page design
  • Brochure cover & spread design
  • (2) sets of revisions

Website Scope of Work

Website Development Scope of Work

Design and develop a custom website showcase CCM’s turnkey management solution and support the marketing campaigns with the relevant content needed to convert leads into prospects.

This website is quoted as a custom sites built on the WordPress platform and include a content management system (CMS) to allow the client to add and edit content such as photography and page copy without html coding.

The websites will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.

Website Content Outline
  • HomeIntro
    Value Based Care
    Turnkey CCM Solution - link to video
    MACRA
    Company - link
    ---
    CTA form
  • CCM Solution - 1 pgBenefits
    Turnkey CCM Solution - video
    Software
    Call Center
    Testimonial Video
    Results - (potential revenue)
    ---
    CTA form
  • Success with MACRA - 1pgWhat is MACRA
    Merit-Based Incetive Based Payment System
    Reimbursement rates - 2019 - 2022
    Meeting requirements
    Making MACRA work for you
    ---
    CTA form
  • Success StoriesIntro - Happy Patients, Happy Physicians
    Case Study / Success Story 1
    Testimonial video
    Case Study / Success Story 2
    Testimonial video
    Case Study / Success Story 3
    Testimonial video
    ---
    CTA form

    CMS to update Success Stores
  • Company - 1pgPositioning statement
    Highly trained staff
    Proprietary, Integrated solution
    ---
    CTA form
  • CareersJob listings interface
    Job Descriptions interface

    CMS to update job listings
  • Contact & Location pageGeneral contact form & office locations
Includes the Following:
  • Account service
  • Copywriting
  • Visual concept development for website designs
  • (2) sets of revisions
  • Custom website development & programming
  • Setup custom site design in WordPress CMS
  • Website setup on hosting account

Sales Brochure

Sales Brochure

Design and produce a custom sales brochure leave behind.

Project includes design and production for an (8) page 9” x 12” sales brochure designed to re-hash the sales presentation and key benefits of the CCM solution. Intended as a leave behind, or as an overview this brochure will be able to support the sales process at the outset or after the initial pitch.

Brochure Content Outline
  • Cover
  • Page 2 & 3 - Value Based Care Opportunities
  • Page 4 & 5 - MACRA
  • Page 6 & 7 - Turnkey CCM Solution
  • Back Cover
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Page layouts
  • (2) sets of revisions
  • Production – final files ready for pre-press

Presentation Deck

Presentation Deck

A professionally produced sales presentation ensures your company’s services are consistently represented and can really help your organization stand out during the sales process. Using Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients standardize their pitch and ensure sales people represent the brand accurately.

Additionally, consider adding video or multimedia components to help establish reputability or explain a complex product or service.

Includes the Following:
  • Account service
  • Competitor research & Copywriting
  • Design & visual concept development
  • Layout (15-20) slides & (2) sets of revisions
  • light animation inside Powerpoint or Keynote

Google® Adwords

Google® Adwords

Google AdWords allows your 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.

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

Digital display ads are used to retarget all prospects who visited your website but did not complete the desired action. 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

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 (website performance), RavenTools (campaign performance) and Call Tracking Metrics (phone call lead tracking).

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

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

Logo Design & Brand ID

Services include:

  1. Logo design & final logo files
  2. Tag line
  3. Business card design
  4. Website home page design
  5. Brochure design

$9,500

Sales Brochure
  1. Account Service
  2. Design – no charge, Brand ID credit
  3. Copywriting
  4. Design & page layout
  5. (2) sets of revisions

$8,500

Website Design & Development
  1. Account service
  2. Design – no charge, Brand ID credit
  3. Copywriting
  4. Page layout
  5. WordPress CMS
  6. (2) sets of revisions

$9,500

Presentation Deck (PowerPoint & PDF)
  1. Account Service
  2. Copywriting
  3. Design and page layout – 15-20 slides
  4. Type animation & transitions
  5. Video integration (existing video)
  6. (2) sets of revisions

$4,500

 Print Ad
  1. Account service
  2. Copywriting
  3. Design and page layout
  4. (2) sets of revisions

$2,500

Campaign Setup

One-time campaign setup fee includes:

  1. Keyphrase research and new Adwords creative
  2. Google Adwords up
  3. Google Analytics set up
  4. Call Tracking Setup
  5. Retargeting banner ad design
  6. Email drip creative – (10) emails
  7. Email drip campaign setup
  8. Setup CRM & client orientation

$6,500

Digital Marketing Services

Your marketing services package includes the following:

  1. SEM using Google Adwords
  2. Retargeting  banner ad management
  3. Phone Call Tracking
  4. Ongoing analytics & optimization, including access to the GD project portal and a campaign dashboard
  5. Monthly reporting
  6. 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: $2,500 – $15,000 p/m
Retargeting: $200 – $500 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Drip campaign management & optimization
  2. Website maintenance
  3. Target audience list sourcing
  4. Outbound email management
  5. Monthly performance report

$2,000

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Brand ID$5,500$4,500
Website Development$4,000$5,500
Brochure Design$4,000$4,500
Print Ad$2,500
Presentation Deck$4,500
Digital Marketing$6,500$2,500$2,500
Content & Communications$2,000$2,000
Monthly Totals$5,500$12,500$17,000$6,500$4,500$4,500
Notes
Authorized Signature