Objectives & Marketing Strategy

Create a recognizable brand identity for CMMDR and market the company’s services in the local geographic areas near existing locations to generate leads and drive appointments for Florida medical marijuana certification.

Marketing Strategy:

Certified Medical Marijuana Doctors currently does not have a logo to help patients recall the name and brand. Prior to investing in marketing, Green Dot suggests developing a brand identity for CMMDR complete with a logo, tagline, business cards, email signatures and a website concept. Our process includes creating and presenting three complete identity concepts for your review and feedback, then fine-tuning the selected concept.

Improving conversion rates and lead quality from the website is the primary goal when it comes to digital marketing. While a good portion of that equation rests with the targeting and media sources, the website itself plays a vital role. We suggest segmenting the content into individual landing page topics by disease state – PTSD, Glaucoma, Muscular Slcerosis, etc., as well as by CBD and medical marijuana. By segmenting the content in this manner, the marketing campaigns can use ad creative focused on what patients are researching, and link them to content they will find relevant.

Adding captivating testimonial videos directly into the landing pages of the site is the best way to help overcome the concerns of patients who are new to medical marijuana and apprehensive due to the existing stigma surrounding pot.

Once the website is built, and ready to support the marketing campaigns, Green Dot will drive qualified traffic directly to specific landing pages of the website via segmented digital marketing campaigns. Targets will be selected by geography, age, behavior and other demographics that may indicate they have are likely to be a candidate for certification. Once a prospect clicks on an ad and lands on the website, they will be retargeted with banner ads for a period of 2-4 weeks.

In addition, a content marketing strategy will nurture social media followers with a weekly blog focused on educating them about all of the available treatments, remedies and outcomes other patients have noticed. Green Dot can also manage posting to the CMMDR social media pages to further nurture followers with sharable graphics and various quotes and facts about medical marijuana.

Marketing automation takes over once a potential patient inquires by filling out a contact form on the CMMDR website. Initially, they will receive a confirmation email, and then an automated email drip campaign with messages specific to the condition they inquired about to keep them engaged leading up to their certification appointment. The emails can prepare them for what to expect from their meeting with the doctor, the certification process and the costs. In addition, we can automatically remind patients every 6 months of the recertification they need to do.

This same marketing automation software can help drive reviews, ratings and referrals from happy patients. We can even connect the marketing and email automation software to a CRM platform to help manage, track and analyze the leads as they move through your sales funnel.

Green Dot will carefully track and analyze the results of each campaign, chart which inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible, while establishing credibility and positioning CMMDR as the first choice for medical marijuana certification in Florida.