NY Foot Center

Physician Marketing Program

Prepared by Green Dot Advertising — February 7th, 2019

Objectives & Marketing Strategy

Execute a marketing program to support NY Foot Center with visibility in the Upper East Side of Manhattan and to generate sales leads. 

Marketing Strategy:

Aliments for feet include many different target audiences. These issues are painful and serious enough to prompt patients to search online for a solution. They search on Google to locate a qualified and experienced physician located close to them. They also tend to research affordability, treatment options, and recovery time prior to making contact.

As a result, several well coordinated 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 specific procedures and link them to a corresponding, relevant landing page that has been specifically written and designed so the prospect can learn about the procedure and inquire.

When a prospect inquires via the consultation request form on the landing page, an email is triggered to notify your staff of the inquiry, and another email is automatically sent to the patient thanking them for their inquiry and asking them to take next steps (call the office). Prospects will also see retargeting  display ads for a period of up to 2 weeks as they visit other ad network supported websites. Calls to the office from digital ads, the landing pages or the follow up email are tracked and recorded to aid with analytics and optimization.

We recommend adding social media marketing if a higher lead volume is desired. Social media campaigns will target audiences not actively seeking foot related procedures or services. As a result, messaging should include video and custom content like blog posts to engage potential patients with information they can consume without becoming a patient. This approach builds trust and generates awareness so that when consumers living near the practice need services, they prefer NY Foot Center due to familiarity, established expertise and proximity.

Tracking, reporting and optimization of the campaigns 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. The Green Dot marketing team reviews monthly marketing reports with the physician’s team by phone and answers any questions about past or future promotions.

Landing Page

Landing Page

Customize the landing page for a specific service for each physician to support the marketing campaigns.

Green Dot will design and customize a dedicated 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 if available)
    Results
    Before & after photo gallery
    ---
    Schedule Consultation
    ---
    Benefits
    Recovery
    FAQ
    Physician Info
    ---
    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 NYC foot related services range between $3 -$5 on Google depending on the geographic area and the targeted keywords. Green Dot recommends a media budget for Google of $2,000 – $3,500 per month, depending on the number of leads that need to be generated. The cost per marketing qualified lead will likely range between $60 – $120, resulting in 30 – 40 leads per month using the recommended budget.

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

We strongly recommend retargeting landing page visitors for a period of about 2 weeks. 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

Content Creation & Blogs

Content Creation & Blogs

Engaging and original content is vital to the success of every advertising campaign. Content can be shared via email and social media while helping to drive SEO rankings and free traffic for important long-tail keywords. Proprietary content in the form of well researched blog posts, and branded social media graphics engage visitors who are researching brands and evaluating the competition.

This service provides clients with individually researched and well written blog posts, as well as customized social media graphics on an ongoing basis.

Includes the Following:
  • (2) uniquely researched, written and published blog posts per month
  • Keyword research to optimize each post for SEO
  • Monitor and respond to comments
  • Fresh, weekly branded social graphics – (3) per week
  • Tracking and reporting on tagged links in posts

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 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 Development

The project includes the following services:

  1. Account service
  2. Visual concept development
  3. Copywriting
  4. Layout and custom html coding
  5. Mobile version
  6. WordPress CMS and login
  7. Website setup on hosting account
  8. Contact form programming & ActiveDemand integration

First one: $1,250
Subsequent: $750

Campaign Setup – Starter

One-time campaign setup fee includes:

  1. Google Adwords account setup
  2. Tracking setup for Google Adwords
  3. Google Analytics setup
  4. Write, design & code notification email
  5. Write, design & code patient email
  6. Design retargeting ads
  7. Setup retargeting ad campaign
  8. Setup ActiveDemand dashboard
  9. Setup phone call tracking
  10. Email notification setup in ActiveDemand

$3,500

Campaign Setup – Gold

One-time campaign setup fee includes:

  1. Google Adwords account setup
  2. Tracking setup for Google Adwords
  3. Google Analytics setup
  4. Write, design & code notification email
  5. Write, design & code patient email
  6. Design retargeting ads
  7. Setup retargeting ad campaign
  8. Setup Facebook ad campaigns
  9. Setup Instagram ad campaigns
  10. Setup ActiveDemand dashboard
  11. Setup phone call tracking
  12. Email notification setup in ActiveDemand
  13. Setup PipeDrive as CRM
  14. PipeDrive orientation / training

$5,000

Digital Marketing Services – Starter

Your marketing services package includes the following:

  1. Google Adwords search engine marketing
  2. Retargeting campaign management
  3. Web lead & phone lead tracking
  4. Monthly reporting & phone review
  5. ActiveDemand license
  6. ActiveDemand dashboard access – 2 users
  7. Includes media management up to $3k per month**Additional media management beyond $3k per month is billed at 12% of ad spend.

$3,000 p/m

Digital Marketing Services – Gold

Your marketing services package includes the following:

  1. Google Adwords search engine marketing
  2. Retargeting campaign management
  3. Facebook & Instagram ads
  4. Facebook & Instagram custom graphics for social posts – (12) per month
  5. (2) custom blog posts per month
  6. Web lead & phone lead tracking
  7. Monthly reporting & phone review
  8. ActiveDemand license
  9. ActiveDemand dashboard access – 2 users
  10. Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.

$4,750 p/m

Suggested Monthly Media Spend

You set the budget
Search: $2,000 – $3,000 p/m
Facebook: $1,000 – $1,500 p/m
Instagram: $1,000 – $1,500 p/m
Retargeting: $250 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Landing Page$1,250$1,250
Campaign Setup$3,500$5,000
Digital Marketing - Starter$3,000$3,000
Digital Marketing - Gold$4,750$4,750
Media Spend $2,500$2,500$4,500$4,500
ActiveDemand - 5k$275$275$275$375$375$375
Monthly Totals$5,025$5,775$5,775$6,625$9,625$9,625
Notes
Authorized Signature