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Geelong Eyes

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • An affluent mid-50s woman, professionally employed, suffering from chronic eye conditions. She values personalized 1:1 healthcare and is willing to invest in comprehensive treatments.

Audience Type

  • B2C
  • Working professionals in middle age

Needs – Primary Buying Considerations

  • Wants lasting relief from chronic eye discomfort, not temporary solutions
  • Value and willingness to pay for personalized, comprehensive treatments

Demographics

  • Age Range: Middle-aged (around 50s)
  • Gender: Female
  • Geography: Geelong, Australia
  • Income Level: High (Around $150,000 annually)
  • Profession: Working professionals

Psychographics

  • Lifestyle: Busy, health-conscious, proactive in seeking treatments
  • What they value: Personalized care, health, and wellbeing
  • Pain Points: Chronic eye discomfort, temporary solutions' ineffectiveness
  • Buying Behavior: Willing to pay a premium for 1:1, comprehensive services

2. My Message to My Target Audience

Refined Elevator Pitch

  • Geelong Eyes provides professional women suffering from chronic eye discomfort with lasting relief through personalized dry eye treatments, so they can reclaim their clarity and rejuvenate their focus.

Understanding Their Pain Points

  • Chronic, itchy, sore eyes disrupting quality of life
  • Dependence on temporary relief solutions
  • Discomfort and fatigue due to constant screen use

Transformation

  • Sustainable relief from chronic eye discomfort
  • Decreased dependence on temporary eye drops
  • Enhanced productivity and quality of life with revitalized focus

Unique Selling Proposition (USP)

  • Personalised eye care tailored to lifestyle and occupational needs
  • The only private practice in Geelong offering specialized dry eye treatments
  • One-to-one support offering a partnered journey towards eye health

Brand Values & One-Liners

  • 'Restoring Comfort, Reclaiming Life'
  • 'Personalized Care for Lifetime Relief'
  • 'See a Brighter Tomorrow with Geelong Eyes'

Tone

  • Geelong Eyes speaks in a language of empathy, reliability and optimism. We inspire confidence in the possibility of painless days and productive lives without constant eye discomfort.

Hero Text Idea

  • Flag Text: 'Australia’s Specialist in Dry Eye Care'
  • Main Headline: 'Revitalize Your Vision with Geelong Eyes'
  • Sub Headline: 'Personalized eye care solutions for lasting relief and a happier, healthier life.'
  • CTA: 'Start Your Journey to Eye Comfort Today.'

3. The Media I Will Use to Reach my Target Market

Website

  • Build a website using WordPress for flexibility and cost-effectiveness
  • Monitor conversions such as appointment bookings and contact form submissions
  • Optimize for mobile as the target audience is likely to make searches on the go.

Social Media

  • Focus on Facebook and Instagram due to demographic alignment and potential for interaction
  • Post at least 3 times per week featuring eye care tips, customer testimonials, behind-the-scenes content

Paid Advertising

  • Use Google Ads for search ads targeting keywords related to dry eye treatments and eye discomfort
  • Use Facebook Ads targeting middle-aged professional women in Geelong.

Content Recommendations

  • Create blog posts covering topics like 'How to Manage Eye Discomfort at Work', 'Long-Term Solutions for Dry Eyes'

Podcasts

  • Appear on health and wellness podcasts popular in Australia like 'The Wellness Couch', 'The Health Report'

Directories

  • Register on local business directories such as Yellow Pages Australia, Yelp Australia
  • Join health directories such as AussieWeb, HealthDirect.

Publications

  • Aim for features in local newspapers like the Geelong Advertiser, or health magazines like Australian Natural Health

Partnerships & Outreach

  • Partner with health and wellness influencers in Australia
  • Joint ventures with local skincare clinics and beauty salons.

SEO and Content

  • Focus on keywords related to dry eye treatments, eye discomfort, and eye health

Offline and Local Media

  • Sponsor local health and wellness events
  • Utilize direct mail to reach older demographics in Geelong that may not be online.

Online Events

  • Host regular webinars educating about eye health and your services.

Cold Outreach

  • Cold email LinkedIn contacts in relevant industries (e.g., beauty, professional services) in Geelong area.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • '7 Steps to Soothe Your Dry Eyes Naturally' eBook
  • 'Dry Eyes Self-Assessment' interactive quiz
  • Weekly 'Eye Health Insights' newsletter

Tripwire Offer

  • Discounted first consultation for newsletter subscribers
  • Limited time offer on an 'Eye Comfort Pack' featuring self-care items

Welcome Sequence

  • Welcome email showcasing Geelong Eyes' value proposition and what to expect
  • Follow-up email introducing tripwire offers
  • Weekly newsletter with eye care tips

Segmentation

  • Segment leads by engagement level with emails (visits to website, content accessed)
  • Further categorize leads from quiz results based on severity of issues

Chatbot and Automation

  • Implement a chatbot on website to address common queries and capture leads
  • Automate email sending based on user behavior triggers (e.g., after downloading eBook)

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign due to its superior automation capabilities.
  • Automation capabilities: Welcome sequence, event-triggered messages, segmentation, behavioral tracking.
  • Recommended improvements: Since the business has no CRM yet, implementing ActiveCampaign will enable marketing automation.

Sales CRM

  • Recommended platform: Pipedrive due to its friendly user interface for smaller businesses.
  • Pipeline tracking process: Visually track leads and customers through stages from booking to treatment completion.
  • Recommended improvements: Pipedrive's integration with ActiveCampaign to streamline handoffs between marketing and sales.

Automated Follow-Ups

  • Types of automations: Welcome emails, appointment confirmations, treatment reminders, satisfaction surveys.
  • Frequency triggers: Automated based on events such as signups, bookings, treatment completions.

Newsletter

  • Frequency: Bi-weekly, lets the business stay top of mind without overwhelming the recipient.
  • Topics: Eye health tips, patient success stories, latest industry developments, promotional offers.
  • Segmentation: Personalise content based on a subscriber's stage in the treatment plan.

Retargeting & Ads

  • Platforms and goals: Facebook and Google Ads for retargeting website visitors and reach, LinkedIn Ads for targeting professionals.

Social Media and Content

  • Posting frequency: Three times per week
  • Content type or campaign focus: Eye care tips, patient testimonials, behind-the-scenes, promotional posts.

Webinars and Events

  • Suggested cadence: Monthly webinars or educational talks to educate about dry eyes and other eye conditions and discuss treatment solutions.

Other Nurture Channels

  • Tools like Drift or ManyChat for chatbot implementation on the website.
  • Using SMS for reminders or status updates on appointments and treatments.
  • WhatsApp for quick customer service queries and feedback.

3. Sales Conversion Strategy

Sales Process

  • Revisit the appointment booking journey online and on-call to identify friction points
  • Consider offering a free initial phone consultation to build trust
  • Implement a well-defined follow-up system to keep leads engaged over the three-month treatment period
  • Automate post-appointment reminders and personalize with treatment updates

Sales Assets

  • Create a consultation script highlighting the personalized treatment plan
  • Develop a comprehensive proposal including the treatment timeline, benefits, and costs
  • Design an informative pitch deck for initial consultations

Testimonials and Case Studies

  • Encourage completion of treatment customers to share testimonials
  • Showcase testimonials prominently on the website, in proposals, and on social media
  • Develop case studies showcasing successful treatment journeys

Conversion Rate Insights

  • Track lead to customer conversion rates monthly
  • Run A/B tests on appointment booking flow to identify areas for improvement

Urgency and Offers

  • Develop seasonal promotions focusing on screen-heavy periods (tax season, holidays)
  • Use messaging emphasizing the urgency of treating chronic eye conditions for long-term health
  • Consider a referral program incentivizing current customers to refer friends

Guarantees and Risk Reversal

  • Design a customer satisfaction guarantee - if no noticeable improvement within a stated period, offer a free follow-up consultation

Shock and Awe

  • Send personalized thank you notes post-consultation
  • Consider providing a care package (branded eye masks, discount coupons) post-first treatment to surprise and delight customers
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • A personalized welcome email with a video message introducing the patient to Geelong Eyes' team and services.
  • Send an informational brochure detailing what to expect from the treatment procedure.
  • A follow-up call to answer any questions and to confirm their first appointment.

Communication Cadence

  • Bi-weekly progress emails during treatment schedule.
  • Monthly newsletters offering eye care tips and related health advice.
  • Personalized texts for appointment reminders.

Client Education

  • A knowledge hub on the website with articles and videos about dry eye conditions and general eye health.
  • Training sessions about maintaining eye health and comfort at home or work.

Personalized Touches

  • Gift an eye care package with gentle, natural products after the first treatment session.
  • Handwritten birthday cards.
  • Celebrate treatment milestones with a special card of encouragement and progress recognition.

Visuals and Documentation

  • Before and after photos of the eyes, whenever appropriate, to illustrate progress.
  • Detailed written progress reports shared after each treatment session.

Feedback and Proactive Support

  • Online system for feedback on services and support requests.
  • Regular check-ins during treatment period to address concerns early.

Guarantee or Promise

  • A service guarantee that if patients don't experience improvement in comfort, a free treatment session is offered.

Operational Excellence

  • Adherence to appointment schedules with minimal delays.
  • Regular staff training to maintain premium service standards.
  • Excellence in clinical hygiene and safety protocols.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer a yearly membership for regular eye care treatments with discounted renewal

Upsells & Cross-Sells

  • Introduce premium treatment packages for severe eye discomfort cases
  • Add-on services like lifestyle consulting or wellness programs for overall health

Bundling & Packaging

  • Create tiered packages based on the intensity and frequency of treatments
  • Bundle regular check-ups with dry eye treatments in a comprehensive package

Loyalty & Retention Programs

  • Implement a points system for each treatment availed that can be redeemed for future sessions
  • VIP membership tier that offers priority scheduling and personalized care

Custom Services and Personalization

  • Offer a custom care plan based on lifestyle and work needs
  • Personalized treatment plans for returning customers

Pricing Strategy

  • Adopt value-based pricing to capture the high value in personalized eye care
  • Incentivize long-term contracts with discounted rates

Customer Data and Insights

  • Implement a simple CRM system to track customer visits and treatment progress
  • Use insights to identify opportunities for personalized care packages or upsell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Reward for referrers: A $100 discount on their next treatment
  • Reward for referees: A $50 discount on their first treatment

Shareable Assets

  • Professionally designed referral cards to offer in-person
  • Email templates to share with friends and family
  • Social media posts highlighting the benefits of treatment

Timing and Triggers

  • Ask for referrals at the end of a successful treatment program
  • Automate email asking for referrals 1 week after completion of treatment

Client Success Stories

  • Share patient testimonials on social media and website
  • Encourage satisfied clients to share their success stories on their social networks

Referral Contests

  • Monthly 'Eye Health Advocate' award for most referrals, with a free treatment as the prize

Partner or Affiliate Programs

  • Partnership programs with local health and beauty businesses
  • Affiliates earn a fixed amount for every new client they bring

Thank-You Experience

  • Handwritten thank-you note for every successful referral
  • Special recognition for 'Eye Health Advocates' of the month on social media and newsletter

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