Download - RAW Final Prez
Acupuncture and Chinese HerbsSheila Liewald, L.Ac., Dipl.O.M
(303) 819-1518 Boulder, Colorado
Digital Marketing Final Presentation
By Stella Howard July 2015
Who is Red Aspen Wellness (RAW) ?
Elevator Pitch:
Providing an array of holistic and alternative medical services that blend acupuncture, Chinese herbal medicine and nutritional guidance, Red Aspen Wellness offers people hope for quicker recovery times and new insights for healing your body for a lifetime, without the medication dependency.
Target Audience Profile: “The Boulderite”
Susan, 36 Lawyer who is an avid cyclist and runnerWork is becoming hectic and she’s losing
sleepShe fears her recent MCL tear will cost her
the athletic lifestyle
Interested in having children soon
Dave, 63Retired business man who still wants to hit
the Colorado slopes.Battling with arthritis and hip pain and concerned about getting on a pain-pill
regime.Interested in maintaining a healthy
lifestyle.
Empathy Map
THINK AND FEEL
FearsHow can I afford this? Does insurance
cover it?Needles?! How large and how many?Is this painful? I’m scared of needlesHow many treatments will this take?
Hopes
I just want to return to my normal state quickly and permanently
I don’t want to constantly take (pain) pillsAvoid that major procedure/ surgeryI really want to maintain a healthy
lifestyle
SEE
How do I choose one? They’re everywhere!
Credentials or referral?Are acupuncturists valid medical
professionals?
Service Environment Hippy-dippy – Zen – Chic – Modern –
Sterile
Customer EnvironmentLiberal, wealthier, “fit” metropolitan
Gym rats, Type As Yuppies exploring lifelong medicine
Osteroarthritis, sprains, tears at a dead end
HEAR
Influenced by
Fellow athletes, co-workers, friends, doctors
Western medicine speaking outWindow shopping
People with bad experiences
ReviewedYelp – Angie’s list – Industry sitesPaper Postings – Take –a-number
Prof Journal - Mag article (CO Runner)Free demos
SAY & DO
VerbalBoasting relief to friends, family
Trusted Medical sources – Family DocTV – Radio Endorsements from a famous
personality, sports teams
Written Yelp – Angie’s list
Social MediaPrevious client reviews on site
The Brand of Raw – Putting the Punk in Acupuncture
Personality Genuine, empathetic, practiced, sassy and
humorous
Mission Deliver holistic relief methods for a variety of common and complex conditions, from sports
medicine to women’s health, so you can focus on what really matters in life – which is
not your pills fuzzy side effects.
Promise Provide a welcoming and unbiased space to educate organic renewal and discovery of
how we can heal your body naturally, by providing tailored treatments and find the true
root of the problem.
Key Performance Indicators
Revenue More clients
Appointment rate conversion
conversion = total booked appointments/ total website visits
Increasing total website visits Click to open rate = unique clicks on email/ unique opens to
websiteClick to visit rate = total visits/ total clicks
Cost per acquisition CPA = total ad spent/ number of booked appointments
No idea
Internal Medicine
Stress
Emotional
Womens Health
Acute Pain
Chronic Pain
2
5
5
8
12
16
27
Top Reasons for Acupuncturefrom 75 respondants
Ads
Yelp/Internet review
Google Search
In person: fairs, demos, walking by
Referral Doc/Friends
2.25
2.65
2.98
3.1
4.22
Top Places to Find Acupuncturist Ranked 1 to 5 from 77 respondants
Where to Begin and What to focus on
RAW Business Challenges
Catch 22 ~ Advertising is cost prohibitive and generally cannot run continuously until revenue increases
Wheelin’ and dealin’ of sales and discounts not ideal in this field and cannot be a constant occurrence
Digital marketing to ALSO focus on building trust and awareness of her brand and services
Yes
No
12
65
Would an initial discount "cheapen" the service to
you?
No
Yes
19
58
Would a new-client discount be an incentive to book an apt?
Sales in the Medical Field
Medias and Budgeting for Paid
ROAS not focused on: revenue does not take into account the returning client
Returns only 1-3 times more, then revenue is ~ $225 more = $707
:
Media Source and Budget Website Conversions Revenue
% of Spend Budget CPC
Clicks to Website
% that book apts.
(sign up rate)
Newly booked
aptsNew
clients
Avg Apt
Value Revenue
Facebook 40% $200 $1.20 167 1.25% ~ 2 2 $80 166.67
Paid Search 60% $300 $0.95 316 1.25% ~ 4 4 $80 315.79
Total Budget 100 $500 $2.20 482 1.25% 6 6 $80 $482.46
Goal: Doubling the number of clients seen per week from 5-10, to 10-20
~1.2 % current conversionPost Advertising: 2.5%
Tactics for Non-Paid Advertising
Email Marketing CampaignsBi-monthly newsletter ~ “Welcome” ~ Follow-up Post 3rd or 5th visitLoyalty Discounts
Demo Time! Gym ~ Health Fair ~ Farmers MarketsIn turn provide a free 30 min service to staff Utilize a mobile tablet for sign upsPartnering with an health guru in Boulder
WebsiteGetting current with SEO/ Google + Pages/ Yelp Get rid of the double opt in for sign-ups (free) www.sumome.com
Email Marketing Campaigns
Currently Newsletter only quarterly
Keep up with brand
AddWelcome Letter
Bi-monthly newsletterLoyalty programs
Client follow-up (NPS score)
Periodic Advertisement (“How you ever
experienced XYZ?”) Referrals
A/B TestHeadlines
Use of discountsCall to Action placements
Time of Day
Facebook Advertising Campaigns
A/B Test Colors
Copy Text Human art
Environment artLanding Page
Geography and Interests
Seasonal Campaigns
AcuPUNK Branding
Free consultation if mention ad
Google AdWords Campaigns
Campaign Acupuncture for Pain Ad Groups
Acupuncture: General pain
Acupuncture: Specific pain
Others
Benefits
Allergies
Cost
Clinic
Boulder, CO
Women’s Health
Following months: give money towards successful AdGroups and how to base new campaigns
A/B Test
Tracking and Measurement
Goal conversion tracking via Google Analytics for- Newsletter sign ups - Appointment bookings
Open Rates, Unsubscribes Rates
Off the digital marketing road: Benchmarking revenue tracked from month-to-month or from year-to-year.
Currently majority of bookings: phone, text or email.
UTM tracking for FB and AdWords campaigns to narrow down which ad types are working!
Timing and the Future of RAW in the Digital World
Next two months: A/B testing on Facebook and AdWords.Then invest in: the best performing channel
the best performing campaigns
1 year: Site becomes entirely eCommerce = all appointments booked via site
Invest in: Optimizely for website testing/ landing page Facebook retargeting (AdRoll) Sumome paid for greater email sign-ups
Action Items: Dedicate to monthly demos or public presence (HH) Engineering (MA Studios, Boulder) for SEO optimization - page titles, meta descriptions, anchor text
Questions and Comments