Prepared by Green Dot Advertising — March 3rd, 2021
Presenting a strong brand that patients can relate to is a key factor for the success of any new venture, especially for a business in the healthcare space that depends on virtual and digital interactions. Perception is reality. As a result the appearance and messaging a brand projects become its character and project its values.
Phase 1 focuses on developing the brand ID, the new touch points and the ad creative for the marketing campaigns. Step one is the brand identity. Upon approval the design and development of other touch points including the websites, landing pages and portal can begin.
We recommend an integrated digital marketing campaign using social media platforms like Facebook, Instagram and YouTube for the video ads, supported by regular posts featuring information about treatments and products. Using keyword driven search campaigns on Google is a great way to step in front of existing demand and generate sales from consumers who are already looking for alternative hair loss solutions. Adding email drip campaigns, social media posts and retargeting display ads boosts brand awareness and drives repeat visits to the websites and the patient portal.
Both tactics, search and social media advertising aim to drive prospects to landing pages featuring images and messaging for the hair loss solution they identify with most closely. Once on the website, a combination of calls to action, special offers and purchasing options will aim to entice prospects to try the Tricho Test to determine the ideal personalized hair loss solution.
Adding marketing automation can improve the customer experience, boost conversion rates and lower costs. Using a marketing automation platform like Klaviyo, Green Dot can help lower acquisition costs by automatically triggering a series of follow up emails for anyone who orders the Tricho Test to ensure they complete the process and enroll in a membership. Email can also be used to remind customers to reorder products and / or write a review. In addition, retargeting ads are displayed at major websites like ESPN, CNN, and Fox News for a second and third opportunity to close the deal.
Staying top of mind and inspiring new product uses requires a dedicated and continuous content production effort. Showing customers how to collect samples or scalp images at home, as well as inspiring them to follow through on their therapy is easy to do with social media, blog posts, video snippets and automated email marketing. This proposal includes content production to support all of these efforts. Everyone wins with a better customer service experience.
Using PR to support the launch will boost initial results and accelerate brand recognition. Green Dot recommends engaging a PR agency to assist with coverage and awareness in print and online targeting consumers with various forms of alopecia to ensure they know about Tricho Test and personalized hair loss treatments. Green Dot can identify and manage the PR firm on behalf of the client and leverage the resulting coverage for marketing on search and social media. We recommend a 6 month engagement and then a re-evaluation.
A concept has to be relevant, relatable and its intended use and primary benefit has to be clear and obvious. Avoiding confusion and stating a clear value proposition is the primary objective of any brand identity. Green Dot designs and presents three (3) unique visual concepts and brand positioning choices for each of the touch points listed.
Hair Personal
*Development for web page and email not included
Video ad creative, as well as demonstration videos will play an important role in the success of the digital marketing campaigns and successful on boarding of new members. Shooting and editing a variety of content including an introduction to Hair Personal featuring Dr. Epstein explaining personalized therapy, showcasing results and lifestyle benefits. In addition, producing the demonstrating videos on how to administer the swab test and how to use the dreamscape is also included.
A combination of stock footage, custom graphics and custom video production is recommended for the best outcome.
A private label wet goods line of products could significantly increase revenue per transaction and support the overall growth of the Hair Personal brand. This project includes applying the selected brand ID to a packaging concept including the following components:
The Hair Personal website is at the center of it all and designed to introduce and enroll new patients into various levels of membership. Patients from the Tricho Test website will also be directed here to source the recommended solutions and sign up for a membership to treat their hair loss. The site will be able to process subscriptions and payments. Additionally, this site will feature content designed to enhance its relevance and SEO positioning. This site will be developed in English & Spanish.
Additionally, the Hair Personal site will link to a portal allowing patients access to their personalized hair loss reversal regimen and direct contact with providers and the center’s staff. Green Dot will design and produce the branded components such as headers, buttons and graphics, i.e. the skin for existing templated interfaces for the selected portal. Setting up the portal and any related customization, integration with other software or automation is an IT role and not included in this marketing proposal.
This Hair Personal website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow the client to add and edit content such as photography and page copy without html coding. The site also includes a WooCommerce store to process subscription payments and manage patient user accounts.
The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones. The site will be designed in English and Spanish. No medical services can be provided from the Hair Personal site, and no medical information about patients can be stored there.
Video ads are 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%.
Using video ads with on-screen text and customer testimonials is extremely effective on social media. And because these ads can link directly to your landing pages, they do more than generate brand awareness – they generate sales!
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 Google product placement ads (PLA’s) as well as branded ads that cost less than your competitors are paying by optimizing each part of your campaign. Green Dot carefully tracks and reports on all clicks, page visits and leads generated from Google Adwords.
While there’s no search volume for Tricho Test, there are searches nationwide about the causes of hair loss, and the specific types of hair loss the program can address most effectively. Using Google Ads to introduce Personalized Hair Loss Regimens may be an effective tactic.
Emails marketing is of key importance when dealing with prospects and patients digitally and remotely. Green Dot has experience with a wide array of email marketing platforms and recommends Klaviyo for Hair Personal.
We recommend creating automated email drip workflows that nurture prospects towards taking next steps or unlocking a free trial, while using other email workflows to ensure new sign ups complete the on boarding process and follow through with their initial consultation. Email automation can also be used to drive ratings and reviews for the platform.
Unlock Free Offer Emails
Results & Conversion
On boarding Email Workflow
Review Workflow – Delighted?
Digital display ads are used to retarget all prospects who visited your website or landing page, but did not complete the desired action. These display ads will 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.
Engaging and original content is vital to the success of every advertising campaign. Proprietary content in the form animated gifs, memes and short video clips, as well as branded social media graphics engage visitors who are researching brands and evaluating the competition. Product demonstrations, testimonials and quick “how to” tips can go a long way towards convincing skeptical prospects to say yes. This content can take the form of social posts or more in depth blog posts.
This service provides clients with services including management of the content calendar, design and production of social media graphics on an ongoing basis, website updates and maintenance, 5 and 10 second video ad creative snippets for social media as well as ratings and review automation. In addition, this component includes (2) fresh, custom written blog articles complete with corresponding images each month.
Organic listings on search engines drive free clicks to your website. Since not a lot of search volume for Tricho Test currently exists, and because Hair Personal is a new brand we recommend using PR to drive awareness with the general public, as well as organic search listings. When reputable, established sources begin publishing content about a new business, that tends to get noticed by Google and other platforms.
Green Dot leads the PR effort by directing the selected PR agency on behalf of the client and leveraging any new press coverage by quickly publishing it as social media content. Objectives on a weekly basis include monitoring releases, articles and mentions as well as the resulting search engine listings. Green Dot includes SEO ranking reports with the monthly account review.
A Branded SEO campaign refers to information about your brand’s name and product names appearing in the search results. A branded SEO campaign can incorporate reviews, testimonials, press releases, published articles and similar content. The key benefit is that when prospects research your company / brand by name, they will encounter this seeded content, allowing your organization to control the narrative.
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), Live campaign dashboards (campaign performance) as well as the website and accompanying store (sales performance).
Project includes:
$8,500
Project includes:
$6,500
Includes the Following:
$5,500
Project includes:
$15,500
The project includes:
$4,500
One-time campaign setup fee includes:
$6,500
Includes the following:
5,000 p/m
You set the budget
Instagram: $3,000 – $7,500 p/m
Facebook: $3,000 – $7,500 p/m
Google: $3,500 – $9,500 p/m
YouTube: $2,000 – $5,000 p/m
Retargeting: $500 p/m
Includes the following:
$3,600 p/m
$2,500 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Logo & Brand ID | $5,000 | $3,500 | ||||
| Package Design | $2,500 | $3,000 | ||||
| Video Production | $3,500 | $3,000 | ||||
| Website Development | $5,000 | $7,500 | $3,000 | |||
| Drip Email Creative | $2,000 | $2,500 | ||||
| Campaign Setup | $6,500 | |||||
| Campaign Management | $5,000 | $5,000 | ||||
| Content Management | $3,600 | $3,600 | ||||
| Branded SEO & PR | $2,500 | |||||
| Klaviyo - 5k | $350 | $350 | $350 | |||
| Monthly Totals | $8,500 | $14,000 | $12,500 | $12,350 | $11,450 | $8,950 |
To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target the cohorts for each product group. Placing ads on social channels is the best way to reach targets that are not already aware of your brand but should be. Social media is the most cost effective way to combine branding and to drive traffic directly to the website.
The strategy consists of using Instagram and Facebook to target men and women seeking to learn more about the causes of their hair loss and present them with the Tricho Test. Social media is also a great way to explain the benefits of personalized medicine and available treatments.
Includes the Following:
Social Media Page Management
Social marketing on Facebook and Instagram is a great way to nurture prospects who are lightly interested and not yet ready to buy. Posting daily to inform and inspire prospects with additional information about the value proposition, financing options and other benefits helps convince prospects about the benefits of Hair Personal and why they should enroll.
Includes the Following: