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Reshape® Social Media and Digital Advertising Tool Kit

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Reshape® Social Media and Digital Advertising Tool Kit ReShape® Social Media and Digital Advertising Tool Kit 1 Table of Contents This tool kit was developed to help ReShape practices understand the value of online marketing through digital and social channels. A pragmatic guide to selecting digital and social platforms, developing ads, and optimizing placements, we’ll walk you step-by-step through the process to help you get started. Before You Begin .......................................................................................... 3 The ReShape Nationwide Advertising Campaign .......................................... 3 Why Advertise on Digital and Social Media ................................................... 3 Is Your Website Ready ..................................................................................... 4 Marketing Strategy: Content Marketing ......................................................... 5 Section One: Digital Marketing ................................................................... 7 Search Engine Advertising .............................................................................. 8 Banner Ads ......................................................................................................11 Retargeting Ads .............................................................................................14 Online Radio ....................................................................................................18 Section Two: Introduction to Social Marketing ......................................... 20 Facebook and Instagram ............................................................................... 22 Twitter ............................................................................................................. 28 Section Three: Best Practices .................................................................... 31 Website Best Practices .................................................................................. 32 Engaging Call to Actions ............................................................................... 32 Patient Conversion ......................................................................................... 33 Continued Outreach ...................................................................................... 33 2 Before You Begin The ReShape Nationwide Advertising Campaign To support your marketing efforts, ReShape Medical ® is currently running a nationwide online advertising campaign. All advertising in this campaign features a prominent call-to-action that directs prospective patients to the ReShape website (ReShapeReady.com). On the website, patients can learn more about the procedure, view before and after photos, hear testimonials, and understand if they are a good candidate for the ReShape Procedure. We are regularly expanding our online outreach to grow awareness and attract more patients. To connect prospective patients with practices in their area, the website features both a Physician Finder and 24/7 Live Chat. To date we’ve already connected hundreds of patients with practices! Why Advertise on Digital and Social Media Digital and social media channels offer practices opportunities to reach highly targeted audiences. Targeted audiences help practices reach their relevant prospective patient by focusing their advertising efforts towards specific demographic groups, psychographic (behavioral) profiles, and geographic areas. It’s possible to try a number of digital channels at once without a major upfront investment to determine which works best for you. Because digital channels typically provide metrics associated with your campaign (tracking clicks on an ad, for example), it can be easier to determine the optimal mix for your practice. Marketing Activities: Lead/Cost Matrix Investing in marketing helps drive prospective patients to your practice, but costs can scale quickly. The chart below shows the relative costs of different marketing tactics and the expected return on investment (in patient leads). Because costs and leads are highly variable by region, specific dollar amounts and projected returns are not included. A local marketing agency or media contact can provide specific recommendations for your area. Number of Leads (Anticipated) Updated Website Existing Patients Referral Source Digital Public Relations Geotargeted Broad Awareness- Marketing Advertising Driving Advertising Minimum $ Investment Maximum $ Investment • Web Copy • Referral Patient • Referring • Social Media • FAQs • Print Ad • Print Ad Introduction Physician and Online Templates Templates • Images • Issues Overview Letter Template Introduction Advertising • Billboard • Billboard • Videos Letter Template Tool Kit • Customizable • Tri-fold Referral Templates Templates Press Release • Banner Ads Brochure • Tri-fold Referral – Facebook / • Online Radio • Live Read Radio and Touts Brochure Instagram • Procedure Ad Scripts Ad Scripts – Twitter Animation • Patient Seminar Video – YouTube • Video News – Yelp Release – Pandora • B-roll and – SEO Overview Images – SEA Keyword List and Sample Ads – Banner Ad Templates 3 The Challenge of Going Online Although online campaigns offer a number of benefits to practices, the multitude of options can be overwhelming. This guide is a great starting point to help you get your marketing campaign up and running on several primary digital platforms. If you are ready to expand beyond the options included here, it may be helpful to talk to a local marketing agency with digital expertise to help guide your online efforts. Please note: This guide is intended to provide an overview, instructions, and considerations to help your practice implement an online marketing campaign. This guide does not guarantee campaign performance. Additionally, the various platforms included in this guide are frequently updating their offerings. If an option or suggestion listed in the guide is no longer available, please let us know by emailing [email protected]. Is Your Website Ready for an Online Marketing Campaign? If you implement a successful online marketing campaign, the prospective patients you attract are highly likely to visit your practice website. Make sure that patients can find the information they are looking for easily and get in touch with your practice to schedule a consultation. What does a “good” website look like? • The practice should seem credible and experienced — the web design looks current and site navigation is easy • There are clear, direct opportunities to contact your practice on the home page, and throughout the site − The practice phone number is prominent and ideally, there is an option to email the practice − For more advanced practices: live chat and/or online appointment booking is available • ReShape is added prominently on the home page − Ideally, you can see ReShape without scrolling down the page − If included in a “slider” (rotating panels at the top of the web page): o A good rule is to limit the number of sliders to 3-4 o Make sure ReShape can be seen somewhere else on the home page, since sliders can be easily missed − Banners/buttons: Adding a permanent banner or button that links to the ReShape page will help site visitors find the content they are looking for • A ReShape section or page should be created within the navigation − This can be added under “procedures” but ideally would stand alone − It will be confusing to patients looking for a non-surgical option if ReShape is added in a menu under “surgical procedures” − The ReShape page should contain multimedia assets, such as patient testimonials, animation, and content • Financing options should be clearly identified on the site 4 Marketing Strategy: Content Marketing What is it: • A strategic marketing approach focused on creating and distributing valuable and relevant content to attract the target audience • Communicating with your target audience in a way that does not feel like selling, but rather providing information that helps inform or educate the audience Why pursue content marketing? Content marketing is a more subtle, less intrusive, and less salesy approach to marketing. In this marketing channel, the primary objective is to communicate to the end user that you’re the expert and therefore providing them with valuable information. Content marketing can incorporate many marketing channels, such as social media posts, newsletters, videos, webinars, or in-person seminars and events. Think of content marketing as more of an approach to reaching potential patients, as opposed to one specific tactic. Getting Started The most successful online and social media campaigns are centered on providing quality content to the end user. As you develop your marketing plans, it’s important to understand your audience, goals, and how you want your brand to be portrayed. Based on consumer research, the most likely ReShape patient has the following profile: • Female, between 22 and 44 years old, with BMI 35-39.9 • Higher household income (> $85,000) • Educated (Bachelor’s or higher) • Actively looking online • Ready to act immediately (will want to move quickly to have the procedure once he/she knows it’s available) • Generally just as interested in the procedure if offered at $6,000 or $9,000, especially if the payments can be financed to a lower monthly charge With this patient profile and your own goals and objectives in mind, you can start to develop a plan for content- based marketing. When developing this plan, it’s important to consider the resources you have available and the
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