A strategy engagement is a written plan. It names the customers you want, what you want to promote, the channels, and the budget. It is built from your goals and your numbers, including what you pay now per lead and per customer who booked.
How I build it
I start with the customers you want and how you are positioned against the businesses around you. From there I map a 90-day plan with channels, budgets, and milestones. You will know what is supposed to happen, and by when.
Offers that are not worth the same lead do not belong in one bucket. For a dental practice, a new-patient exam and an implant campaign are a common pair to split. For a med spa, a consult and a membership are the same kind of split. The plan separates them, then says which number you are willing to pay for each.
What you walk away with
A document you, a coordinator, or an agency can execute. It includes a measurement plan through customers who booked, so the next report has somewhere to go past clicks. For a practice, that is a booked patient.
The ranges I use when I sanity-check a healthcare account are written up in Healthcare Advertising Benchmarks for Medical Practices.
Who this is a good fit for
Businesses that need a plan before they commit more budget. A dental office getting ready to promote implants or Invisalign, and a med spa deciding what to spend to fill consults, are two I see often. It is also a fit if you are about to hire an agency or a coordinator and want a second opinion on what you are already doing.
If the plan already exists and the work is stalled, Marketing Execution is the next step. If an agency is already in place, look at Marketing Operations & Oversight.