AXIS Rehabilitation at Work

Transcription

1 AXIS Rehabilitation at Work Marketing Plan 2015 Allan Manuel (B Phty)

2 Overview Founded 2001 by two Brisbane-based physios specialising in workplace health and safety. B2B model focusing on establishing onsite clinic to save corporations $$ in injury prevention and management

3 Personality Caregiver archetype Values Professional and independent. Promise Outcome-based results with quality and early intervention Current situation Experienced considerable growth Aust wide in last 2 years staff increased 40% over past 3 years.

4 Elevator Pitch For large companies with high WorkCover expenses, Axis is a service provider that reduces the cost of injuries through on-site physiotherapy clinics. AXIS have a strong track-record with multi-national corporations in a range of industries. Unlike mass- service providers BodyCare, AXIS offers a guaranteed reduction in new Workcover claims within 3 months.

5 Opportunity Work-related illness - $60 billion/year Average cost one WorkCover claim = $20k significant impact on bottom line Axis growth = organic/word of mouth opportunity to drive more business via focused strategic marketing plan

6 SWOT STRENGTH Established in the market already Virgin Australia across all ports Competitive advantages Specialist physiotherapists employed Strong financials and well-poised to expand operations in Sydney WEAKNESS Geographical barriers - Based in Brisbane Lack of corporate connections in Sydney Lack of marketing and IT skills within organisation Weak online presence Poor SEO, non-existent OPPORTUNITY Large spike in development and construction recently Able to leverage contacts in Brisbane for Sydney Large food catering services within Virgin Australia have high injury rate++ Seminars March and April 2015 THREAT Volatility in the stock-market (last GFC on-site physio scrapped from banks) Competitors monopolising specific industries Lack of enough staff for expansion of services

7 Customer Personas Based on current clients/qualitative data - LinkedIn Brad - Health and Safety Manager - large national logistic company - injuries not being controlled. Ergonomic changes around the workplace minimal effect. Recently attended conference discussing onsite physio. Wants to trial onsite physio. Melissa leader of national workers compensation and rehabilitation for manufacturing company - spends days processing Workcover claims. Worked her way up internally. Has heard some staff mention seeing a great physio who does workplace assessments.

8 What about the staff?? Indirectly influence HR/mngt data - direct experience Natalie full time as flight attendant supervisor and part of OHS committee. Has a special interest in safety after a bad neck injury 3 years ago. Due to shift work hasn t got time to regularly go to gym and look after health. Saw a physio once but never followed up as too expensive and cannot fit appointments in schedule. Paul Works full time as truck driver and has been labourer for 10 years. Knows his back has troubles time-to-time and this will strongly affect his ability to continue working and paying off the mortgage. Heard his mates at an airline saying there was an onsite physio and would like this service available.

9 Customer Journey - Mngt Pre-engagement Discuss CFO/injuries attended OHS conference Google Search onsite physio Initial contact Click on Google Ad/landing page Phone call to AXIS Consultation Cost/benefit analysis Meeting to discuss trial onsite physio Initiation Clinic set-up Completion Presentation of stats and extend contract

10 Customer Journey - Staff Pre-engagement Comms given out to staff re onsite physio Curious re payment and confidentiality Friends within company posted on company page Initial contact Knock on door to make an appointment Consultation Receives first assessment/treatment Completion Posts on social media how great free physio is Promotor Friend outside company contacts AXIS re onsite physio advises to speak with HR manager

11 Restrictions/Regulations APA = physio governing body re advertising/marketing You cannot use testimonials online or social media. Cannot advertise a gift or discount unless state the terms of condition. E.g. get 50% initial consultation by clicking here. Company outsources tech work to local developers current site is static++

12 Site Optimisation Plan (X signups, X visitors, X LinkedIn) No CTA Colour scheme too bright and intense? Not aligned with brand/personality Static design unable to A/B test Not responsive

13 The New Site

14 Business Goal 1. Acquiring customers Acquire 3 new clients by Jan 1 st Improve business enquiry rate to 5 consultation requests/month by May 2015 with conversion rate of 10% 2. Existing customers Increase share of wallet by 30% within Virgin by expanding services offered & location. Have an additional 3 onsite clinics (in transport/manufacturing/logistics) by Jan 1 st Develop Lead database Have 500 qualified leads ( info) by May 2015 with a CPL of $5

15 Marketing Strategy 1. Paid media - call to action campaign to build lead gen 500 & 5 consultation requests/month by May 2015 CPL no more than $5 2. Establish communications with existing clients - segmentation and targeted newsletters open rate of 20% by May Owned media to improve SEO and expand current social media channels, to drive more traffic to website leads by May 2015

16 Tactics Paid media 1. Drive $1000 Google Adwords competitorstargeting 30,000 people/month, (Workplace injuries, workplace health and safety, occupational health and safety, onsite physio) 2. Targeted LinkedIn Private messages health/safety specialists and managers/cfo customised for each persona. Target 20/month. 3. Targeted LinkedIn ads (A/B test) managers and health/safety reps and industries: manufacturing, logistics, construction. CTR 10% (Save $$$)

17 Tactics (owned media) 1. Launch mailchimp campaign to existing customers in database. 2. Bi-weekly newsletters with open-rate 20%. Use diff numbers for diff channels. Admin staff record. 3. Newsletter Native advertising with clear AXIS branding and contact details. 1. Earned media Use upcoming seminars on occ health to integrate with LinkedIn campaign aim 100 followers of Axis company page

18 Tactics Website (owned media) 1. Clear CTA for business enquiries Click for Free Onsite Consult 2. Create whitepaper and infographic to sum up benefits of Axis/value proposition to download must enter address lead gen+ 3. Change website Ux clean, simple and professional. 4. Construct an animated Youtube video to clearly show the economics of onsite physio NOT A LUXURY. Focus on economic argument. 5. New landing pages++ A/B test 6. Fresh content, 1 article published fortnightly related to keywords.

19 Content Marketing Plan Mon Tues Wednes Thurs Fri Fortnightly workplace health Monthly how onsite physio works Status Update more professional and corporate e.g. Top 5 best standing desks at work Weekly workplace/health e.g. 5 Biggest risks to business injury rate Status update Status update Monthly Recycling blog content. Animation of onsite physio

20 Growth Hacking Different tactics to get new visitors Free whitepaper Youtube and Animation videos Have someone else do marketing for you Individualised Thank you/xmas cards to current key decision makers in taking Axis onboard Reach out to key health/safety reps via LinkedIn to offer worksite consultation Incentivise referrals through existing clients referral bounty Find additional target markets LinkedIn target Construction industry- Mirvac, LendLease, Brookfield, Meriton, Leighton

21 Q& A