Campaign and marketing strategy for a virtual cannabis consultation service based on medical ailments
(based on business model of Zana Medical)
Zana Medical’s business strategy is based on a full understanding of their client and a personalized medical marijuana treatment plan based on client’s ailments and needs. When a patient starts using the service they are assigned a personal care coordinator and a cannabis physician that oversees the customer’s treatment.
This personalization is key – as a new comer to medical marijuana there are many challenges that are faced along the way such as:
-Overcoming skepticism of medical marijuana as an effective and legitimate treatment
-Navigating the specifics of treatment such as:
strain type, intake method, dose amount, frequency of use
-Feeling Isolated and having trouble adjusting to new treatment without support
In providing a personalized answer to these questions, Zana comes to the fore-front of creating a level of trust and support for either clients new to medical marijuana or ones that have specific medical ailments that require in-depth specialist consultation.
Personas
Marketing Objectives & Goals
Email Marketing
Retargeting, Consistent Contact & Customer Interaction,
Audience Segmentation
Objective:
Send complimentary educational newsletter to new clients with content pertaining to Medical Marijuana that has informative, beneficial scientifically backed content broken down into bite-sized, easy to read, stylized emails.
Audience:
New visitors who subscribed to general inquiry emails, and returning visitors who have yet to make a purchase. Section for users to rate content and experience with information will be tracked for feedback.
Advertising Concepts
Strategic video content
Objective:
Run a Facebook look-alike campaign to new potential
customers based around replacing alcohol with cannabis. The goal of this tactic is to find new people to reach that have similar demographics as the people already interacting with the business model. Because of strict guide-lines around conducting paid advertising on Facebook this ad campaign allows for some work around, as cannabis is not explicitly mentioned – but rather the ad content focuses on the downsides of self medicating with alcohol.
Audience:
Adults and Parents who have been using alcohol as a
stress relief mechanism.
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