Project Overview
In the busy world of mental health business, our client, a young psychiatry clinic situated in the heart of New York City, was in search of a marketing partner capable of not only aligning with their mission but also elevating their practice to achieve significant growth in client engagement and revenue.
Confronted with the challenge of underwhelming results from previous marketing collaborations and the pressing goal of achieving ambitious revenue targets by the year's end, the practice turned to JACA Marketing for a solution.
The JACA team, used their expertise in growing mental health practices, to embark on a strategic journey to grow the practice by 20 - 25% within 4-5 months.
Our strategy was comprehensive, involving extensive market research to define messaging. The creation and deployment of targeted Facebook and Instagram ad campaigns to attract prospects, the integration of a CRM system with automation capabilities to streamline the process of nurturing leads, and the implementation of an effective follow-up strategy that combined calls, SMS, and email to convert leads into dedicated clients. Resulting in $4,550 worth of new booked consultations within the first 7 days of running campaigns.
Step 1: Research Master Document
The first step in our marketing strategy was the development of a Research Master Document. This pivotal document, extending to 29 pages, served as the cornerstone for both the initial campaign and future promotions for the client. It was crafted to encapsulate all essential information, setting a solid foundation for our targeted marketing endeavors.
Step 2: Developing Ad-creatives
We crafted ad creatives designed to not only capture the attention of our target audience but also to kindle a deep-seated desire for the transformative mental health services offered by our client.
Our creative strategy encompassed:
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Emotive Visuals
Choosing imagery and graphics that reflect the emotional journey of healing and growth, aiming to resonate with the audience's personal experiences and aspirations.
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Consistency and Branding
We maintained a consistent visual identity aligned with our client's brand, ensuring seamless brand representation.
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A/B Testing
Through A/B testing, we fine-tuned creative elements like imagery, colors, messaging, and layouts for optimal performance.
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Audience-Centric Design
Creatives were meticulously tailored to resonate with our target demographic, addressing their desires and aspirations.
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Compelling CTAs
We incorporated clear and persuasive calls to action, encouraging engagement and guiding potential clients toward scheduling appointments.
Step 3: The Power Of Copywriting
Our copywriting approach comprised:
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Strategic Messaging
We delved into our target audience's psychology, grasping their pain points, desires, and motivations. Our copy was tailored to resonate with these emotions and offered solutions for transformation.
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Clarity and Brevity
In the fast-scrolling realm of social media, clarity reigned supreme. Our copy was concise, succinctly conveying the essence of our offer and its benefits in a powerful manner.
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Emotional Appeal
Understanding that mental health services extend beyond symptom management to fundamentally transform lives, we delved deep into emotional resonance to uplift self-awareness, resilience, and well-being.
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Attention-Grabbing Headlines
Our headlines were engineered to halt the scroll. They were captivating, curiosity-sparking, and ultimately irresistible.
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Benefit-Centric Language
Our language painted a vivid picture of the potential for personal growth and emotional liberation awaiting clients, illustrating not just the alleviation of symptoms but the embrace of a life filled with purpose and joy.
Step 4: CRM Set-Up & Automation
Efficient lead management and smooth communication were essential. This prompted us to take a crucial step: implementing a Customer Relationship Management (CRM) system and leveraging automation.
For our client's benefit, we created a streamlined system. It effortlessly imported leads generated from Facebook ads into a structured pipeline, categorizing them based on their customer journey stage. Automated workflows ensured swift follow-up after interactions with ads.
Step 5: Detailed Ad Campaign
After completing our test campaign and segmenting our audience successfully, we moved forward by launching a comprehensive main campaign. This campaign specifically targeted the audience segment that had shown significant interest and high potential for engagement.
Campaign Results (First 7 Days Since Launch) and counting...
New Pipeline Value Added…
