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Bloom Health - CZ

https://bloom.health
Chris Zelig, MedstarIsaac Klausnser, MedstarHector Mota, Operations Manager at MedstarJonnamae Jumawan, MedstarShane Quast, MedstarCharmae Arcayan, MedstarVania J, MedstarKamie Allen, Content ManagerAlyssa Workman, MedstarIvonne Ackerman, MedstarElizabeth RuffaBrittany Redding, Digital Marketing Manager at MedstarJenna Maschino, Senior Support Specialist at MedstarJudi Vallano, MedstarIvy Santiago, Creative Project Manager at Medstar
Posted by Chris Zelig ·

Ad meeting

Paused Facebook Ads - dedicate $2000 ads
Adjusted targeting. Excluding a few locations in the Detroit area that cannot afford it. 
Moving to bigger space in Sep. 
Nick is going to setup a $1000 Coupon landing page to test. 

  • Facebook vs Google Spends:  I'm still not sold on the usefulness of Facebook PPC here.  Despite the 57k impressions and 549 clicks, this only lead to 19 conversions. Something is off here, either with who we're targeting, the ad copy, or a total miss on the landing page. I can spend the same amount of money in Google and get 10 more leads per month -- AND on whole, the Google leads seem to be more ready to convert in the office. My unproven theory is that most FB users are window shopping for this service, whereas Google users are doing active research, and closer to a commit. $53 for a single (often times unqualified) lead is not really sustainable for me. 

  • Location Targeting: we need to make some adjustments here. I think we've looked into this before. It feels like ~40-45% of the leads coming in are 313 area code numbers, which might correlate with lower-income areas. Our office is located in a very affluent part of Metro Detroit, with a desirable 248 Oakland County area code. But it seems like only a small fraction (~25%?) of our leads are 248 numbers themselves. In our recent experience, the 313 leads have been low yield, with frequent no call/no show, or if these leads do express interest they typically don't have the budget to move forward with treatment. This has been a burden. Just glancing at the office schedule... all of my recent conversions to treatment are either 248 or 734 area codes. We should be able to laser target within hundreds of feet with the GoogleAds, no? It should go without saying-- I'm totally open to advertising to anyone and everyone, including any area code or income class, if we think it will yield revenue - I just haven't witnessed it thus far. The stark geographic / economic divides in Detroit / Metro Detroit are probably not unique. 

  • Facebook Ad Copy: I agree that a simplified approach is probably the best approach for any ad campaign. From what I can see, we've only had 1 ad (the very fit blonde + CoolSculpting logo) running the past 2-3 months. I trust that you guys have a broad idea of what works best for selling this service based on your experience with other clients. But I'm a little nervous spending 1k a month on an ad that may or may not be connecting with users, or that may not be totally optimized. To be frank, the ad just looks gimmicky. If you look at some of the negative comments on the FB ad, there are some very obvious objections. (thankfully WAY less objections than the highly politicized Covid stuff though whew!).

  • EmSculpt - Consumer Interest: I'm close to purchasing an EmSculpt machine. What are your thoughts from a marketing perspective? Do you see EmSculpt as an easier sell than CS right now? I don't think it's a stretch in predicting that EmSculpt and other muscle conditioning tools are about to explode over the next couple years.