Marketing strategy for resall lab

1. Marketing Strategy

2. 1 Situational analysis
2 Current performance
3 Comparative analysis
4 Swot analysis
5 Our goals
6 Strategy format
7 Positioning
8 Digital marketing pillars
9 Planning and publishing
10 Tactics
Overview

3. Facebook followers:2,397
Facebook reach : 101,460
Response rate:63%
Response time:6 h 2 m
Facebook visits:5,816
Facebook Page new likes:955
Messaging conversations started:131
Content interactions:1.3K
Engagement:242
New Page followers:1,011
Link clicks:1,700
Gender:
Rashid, Beheira Governorate, Egypt:51%
Alexandria, Alexandria Governorate, Egypt:8%
Men:52.70%
Women:47.30%
From 25-44
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CURRENT SOCIAL MEDIA
ANALYTICS:

4. followers: 84
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CURRENT SOCIAL MEDIA
ANALYTICS:
NOT FOUND
NOT FOUND
NOT FOUND
5.0
1 review

5. Content is crucial for your website, as it is the first thing visitors see. Always make
sure you have interesting, valuable and relevant content on your site.
CONTENT:
These factors provide information on whether your website
meets the technical requirements for good rankings, is
searchable, and accessible to search engines.
MOBILE:
Due to the widespread and increasing use of smartphones and tablets, it is of
particular importance that your website is accessible from mobile devices.
SEO:
The performance is crucial to a positive user experience. If a user is
confronted with slow loading times, he will leave and probably never come
back. Therefore you should always ensure high-speed performance of your
site.
PERFORMANCE:
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Website analysis:

6. Make fewer HTTP requests
Compress components with gzip
Add Expires headers
Reduce DNS lookups
Avoid URL redirects
Avoid empty src or href
Put JavaScript at bottom
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Recommendation for the website :

7. Back to Agenda
TOP KEYWORDS ON GOOGEL

8. USP – UNIQE SELLING POINT
Application
QUALITY:
-Bidirectional barcode devices
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A place that supports modern technology

9. It is preferable to Use specific tone of Voice it is prefer to be Egyptian
Arabic .
Unifying the visual identity with modern designs.
Increase advertising exchange to increase followers and reach the largest
possible number.
Start by introducing the services .
Making videos explaining the services available inside the place and how
to use modern technology in the laboratory.
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CURRENT SOCIAL MEDIA
ANALYTICS:

10. Back to Agenda
Digital Competitive
Analysis:
for last 28 day 23/7 to20/8
Profile interaction Number of posts fans
‫المختبر‬ ‫معمل‬ 0.030% 7 1.1M
‫رسالة‬ ‫معمل‬ 4.4% 3 2.2k
‫البرج‬ ‫معمل‬ 0.011% 10 568k
‫رؤية‬ ‫معمل‬ 1.9% 3 258

11. Back to Agenda
Digital Competitive
Analysis:
for last 28 day 23/7 to20/8
Profile engagment performance index comment and share
‫المختبر‬ ‫معمل‬ 0.0074%
4.0%
2.3k
‫رسالة‬ ‫معمل‬ 0.47% - 287
‫البرج‬ ‫معمل‬ 0.0040% 5.0% 639
‫رؤية‬ ‫معمل‬ 0.47% - 14

12. DigitalCompetitive
Analysis:

13. Back to Agenda
Digital Competitive
Analysis:
Digital Competitive
Analysis:

14. Explanation of services through pictures and videos.
Expansion of Team Direct Seller for Doctors.
Publish more success stories and customer reviews
Publish useful content to the audience and offers , such as competitors.
Conclusion:
•Almost all competitors seem to invest in paid ads.
•Previous content focus more on services and direct selling.
•they use friendly and semi formal tone of voice .
•they publish between 8 to 10 posts per month.
•The most important thing in the medical competition is the patient’s trust, and this comes from the doctors’
nomination of the brand.
Recommendations:
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Feedback:

15. Our Goals
Goal # 1
Increase brand awareness
Goal # 2
Increase Engagement
Goal # 3
Increase reservations
through the page or the
website
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16. Digital SWOT Analysis
Strengths Weaknesses Opportunities Threats:
We use new
technology at every
thing.
We have an
application.
Prices are
affordable.
Not active on social
media.
Have one branch.
Not active on
replay.
•Increasing awareness
of our brand by
explaining our brand to
doctors.
•The focus of our brand
as the most technology
safe and easy lab.
•To be available all over
Egypt.
•Negative customer
feedback.
•We don’t have a huge
fan base on social
media.
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17. Back to Agenda
companies and doctors Patients
Segmentation
The market will be divided into companies that need health insurance for employees and doctors who contract with
laboratories, And Patients.
Direct Seller Social media.

18. Buyer
Personas:
Gender:
50 % men
50 % women
Location:
Egypt , Rashid
Age groups
Audience Need
Audience Goals
Audience Barriers
25-65
Reliable lab.
reasonable prices.
Accessibility.
comfort.
speed.
•Unfamiliar with us.
•Doubt about the results.

19. Back to Agenda
Buyer
Personas:
Solima
AGE :30
Income: average
Work: not work
VALUE:
Comfortable
Speed
Content: casual – friendly
Arabic 100%
PLATFORM:
Instagram
Facebook
Salm
AGE :45
Income: High
Work: Engineer
VALUE:
Comfortable
Speed
Content: informative – friendly
Arabic 100%
PLATFORM:
Google
You tube

20. Positioning
Professional lab The most
accurate test
results
The fastest lab in
Rashid

21. 1
FACE BOOK :
Facebook offers powerful targeting options that allow you to narrow down
your audience based on demographics, interests, and behaviors. This
enables you to tailor your marketing messages specifically to those who
are most likely to be interested in your lab's services
2
INSTAGRAM :
Instagram is an excellent engagement platform. With Instagram, you can
engage customers daily.
3
WEBSITE :
Google is the most popular search engine globally, with billions of users
relying on it every day to find information and services. By utilizing
Google's advertising platform, you can reach a vast audience and
increase your lab's visibility.
4
YOUTUBE :
YouTube is the second largest search engine in the world, with billions of
users actively searching for content every day. By creating and optimizing
your lab's YouTube channel, you can tap into this vast audience and
increase your visibility.
Digital
Marketing
Pillars

22. Digital
Objectives
Increase brand awareness
Brand awareness is the way in which consumers
recognize and remember your business. The greater
the brand awareness you have, the more audiences
will be familiar with your logo, messaging, and
products..
Strategic Objectives
Digital Trends
Apply the latest digital trends in
to attract the targeted audience.
Tactical
Objectives
Frequent Media
Buying
Frequent media buying will helping
increasing brand awareness, build a well
targeted fanbase and will keep the brand
on top of potential customers’ mind.
Strategic
Pillars
Increase engagement rates on trending
platforms through curated content designed
to attractand engage potential customers.
Increase Engagement Rates useful information
The number of followers on
social media will increase
whenever we provide useful
medical information about our
services
Community
Management
Increase the number of online reservations
through strategically created content and offers.
Increase sales offers
the best value to prospects and
customers to fulfill their needs and
satisfy their wants
Direct sales

23. on
lab
what
he
found
on
social
media
Purchase Onboarding Advocacy
Awareness Consideration
Buyer Journey
We explain here the customer’s journey from the moment he arrives at
the Lab and on social media.
He find a customer car
employee for any
inquire
in the room
will send on WhatsApp he find the result after
24 hour
FAST REPLY ON MSG
OFFERS
with our staff FEEDBACK
the result Home
He enter the lab
He wait his turn
super clean room
Explanation video
Video explain our
services

24. Master Logo
Tone, Length & Language
Style Guide
Logo Usage
Length:
Short and mid-length content, accurate andto the
point.
Language
Arabic: Call To Action & Contact Info
RED AND BLUE
WITH SOILD BACKGROUD
LIFSTYLE
Visual Materials
BRAND
GUIDELINE
CHECKLIST

25. 1
Articles on the website
2
Offers & Incentives
3
Post useful medical information
4
We will start with a campaign in the name of ( ‫بتطمنك‬ ‫رسالة‬ ) to increase
the awareness of our service, our modern equipment, and the
technologies in the laboratory
5
Then we will increase the desire through a campaign (‫اطمن‬ ‫و‬ ‫حلل‬ ) that
will explain the disease and the required analysis
6
Then we will increase the sales through a campaign (‫الصحة‬ ‫)عروض‬ And
there will be offers on medical tests
TACTICS:

26. 1 8 POSTS ON FACEBOOK AND INSTAGRAM
2 4 VEDIOS ON YOUTUBE
3 8 STORIES
4 4 ARTICAL
MONTHLY
POSTING
PLAN

27. CHANNEL Sunday Monday Wednesday Friday
Facebook BRANDED - STORY Engagement- OFFRE
Instagram BRANDED - STORY Engagement- OFFER
YouTube - VEDIO - -
WEBSITE - - Articles -
CONTENT CALENDAR
Announcements
Upcoming events
Services
The importance of our service
international days
medical information
Offers
Information about our team
Engaging polls &questions
Our achievements
customer reviews
Answers to FAQs
Unique selling points
Occasions greetings

28. 1
Our objective:
Increases brand awareness
2
Why do we choose to make Brand Awareness?
Because the audience does not have complete knowledge of the our
services,so we must explain our services in a simple and clear Posts
before the sales stage.
3
Idea summary:
‫عليها‬ ‫تطمك‬ ‫اللي‬ ‫الخدمات‬ ‫كل‬ ‫عملنا‬ ‫رسالتنا‬ ‫صحتك‬ ‫علشان‬
‫رسالة‬ ‫معمل‬ ‫اختار‬..... ‫تحاليلك‬ ‫تسهلك‬ ‫اللي‬ ‫الخدمات‬ ‫اختار‬
TACTICS:

29. topic Our vision objective
‫المعمل‬ ‫تجهيزات‬
system QR‫ال‬ ‫استخدام‬ ‫عن‬ ‫هنتكلم‬
‫عالية‬ ‫خبرة‬ ‫عىل‬ ‫؛وأطباء‬ ‫عمالء‬ ‫خدمة‬ ‫فريق‬ ‫ووجود‬.
Informative
‫األجهزة‬
‫أحدث‬ ‫عىل‬ ‫بيعتمد‬ ‫رسالة‬ ‫معمل‬ ‫كدا‬ ‫؛علشان‬ ‫دقته‬ ‫عن‬ ‫بتعبر‬ ‫المعمل‬ ‫أجهزة‬
.‫األجهزة‬
Informative
‫كود‬ ‫البار‬
‫مميز؛‬ ‫رقم‬ ‫بيدك‬ ‫رسالة‬ ‫؛معمل‬ ‫تاني‬ ‫حد‬ ‫مع‬ ‫تحايلك‬ ‫يتلخبط‬ ‫تخاف‬ ‫ليه‬
.‫وبس‬ ‫أنت‬ ‫ليك‬ ‫يتكرر‬ ‫مستحيل‬
Informative
‫التعقيم‬
‫بالتعقيم‬ ‫جدا‬ ‫بيهتم‬ ‫رسالة‬ ‫؛معمل‬ ‫كدا‬ ‫علشان‬ ‫التعقيم‬ ‫هو‬ ‫المعمل‬ ‫أساس‬
.‫والمستمر‬ ‫الدوري‬
persuasion
‫التحاليل‬ ‫دقة‬
‫ألنك‬ ‫تسلمها‬ ‫تيجي‬ ‫هتحتاج‬ ‫مش‬ ‫و‬ ‫وقت؛‬ ‫وأسرع‬ ‫دقة‬ ‫بأعىل‬ ‫هتطلع‬ ‫تحاليلك‬
.‫الوتساب‬ ‫طريق‬ ‫عن‬ ‫تسلمها‬ ‫تقدر‬
persuasion
‫الفديوهات‬
‫من‬ ‫يزود‬ ‫و‬ ‫العميل‬ ‫ثقة‬ ‫من‬ ‫يزود‬ ‫يقدر‬ ‫تفاعلي‬ ‫محتوي‬ ‫أكثر‬ ‫الفديوهات‬
.‫الريلز‬ ‫شكل‬ ‫عىل‬ ‫هنعتمد‬ ‫احنا‬ ‫و‬ ‫انستجرام‬ ‫عىل‬ ‫خصوصا‬ ‫التقاعل‬
Engagement
Packages
.‫المبيعات‬ ‫زيادة‬ ‫مرحلة‬ ‫في‬ ‫هنبدأ‬ ‫هنا‬
Sales
outline

30. Objective Results Spent
Page likes
Reach: 146,400
Engagements: 4,681
1890
Messages 146 3000
Video views 670 827
Media buying report

31. Objective Budget Results
Engagement 500 300-500
Messages 3000 150-250
Page like 1500 15,000 – 30,000
Media buying plan