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