Marketing Proposal · July 2026Targeted Growth for
Axis Health.
Where Axis Health Stands Today
Patient volume has stabilized at a lower level, but revenue per patient is up. The rebrand — new X logo, renovated modern treatment rooms, updated space — is done and looks great. What's missing is a marketing engine that targets the patients you actually want.
Marketing skepticism (earned)
Previous agency conversations felt like an expense with no return. Every dollar spent here has to be measurable, targeted, and defensible to the whole ownership team.
Underused assets
400+ Google reviews (huge SEO advantage), a beautiful rebranded space, cash-pay pricing at $39/adjustment, and multi-provider bandwidth (massage + acupuncture + chiro). All under-marketed.
The high-value patient gap
MVAs bill up to $2K/mo per patient vs $100–$200 for standard insurance visits. Cash-pay is immediate revenue vs 90-day insurance delay. Both segments are actively searching — not being reached yet.
Targeted. Local. Measurable.
No vanity metrics. No blanket social-media strategy. Every campaign, page, and post is pointed at a specific high-value patient type in a specific ZIP.
Patient-Type Targeting
Campaigns built around MVAs (motor-vehicle accident), cash-pay, and professional-insurance (firefighters, hospitals, veterans on TriWest) patients — the segments with the highest per-visit value at Axis.
Grants Pass First
Grants Pass is the core, with paid + organic push into Brookings + Crescent City where there are zero local specialists and patients already drive 2+ hours. Medford as a tertiary test.
Every Dollar Tracked
Monthly report with cost per lead by campaign, patient-type breakdown, and revenue-per-lead where we can attribute. If a channel isn't paying back, we kill it and reallocate — no expense-side surprises.
What's Included Every Month
Six workstreams, one integrated engine. Facebook is the primary lead driver; everything else supports it or captures the follow-on demand.
Highest-ROI channel for Axis — leads show up in 2 days, not 60. Creative + targeting built around MVA, cash-pay, and professional-insurance patient personas in the target ZIPs.
Injury-lawyer / insurance-carrier / collision-repair search terms + geofencing options. Takes 60–90 days to stabilize; runs in parallel to catch high-intent searches while FB carries the volume.
Modern, clean, masculine, image-heavy — matches the new X brand and the renovated space. Built in the first 30–45 days, no additional charge. Structured for Google + AI search.
2 GMB posts/week (blog reshares + service callouts) to keep the profile fresh in Google's algorithm — your 400+ reviews already put you ahead of the map pack; this compounds it.
Blog content targeting what MVA / cash-pay / veteran patients are actually Googling. Doubles as GMB post fuel and as AI-answer-friendly content (question in H1, answer up top).
1–2 posts/week across Facebook + Instagram · full social media management + content calendar + monthly strategy update. See package options below to choose the level that fits.
What's Not in Scope — and Why
Clarity up front so nothing gets misaligned. Each of these can be added later, but at the initial retainer focus stays on ads + presence + content.
Handled Separately
- Ad Spend — paid directly to Facebook and Google. Recommended tiers below, but that spend is separate from the monthly retainer.
- Robust Daily Social Strategy — you've tested consistent posting and it didn't move the needle. We keep it light on purpose.
- Referral Program Build — can be added as a Phase 2 workstream once the core lead engine is producing.
- Third-Party Directory Submissions beyond GMB + top-3 (Yelp, Healthgrades) — available as an add-on if the base plan is working.
Included at No Extra Cost
- New Modern Website Build — delivered in the first 30–45 days, image-heavy, clean, on-brand.
- Quarterly On-Site Content Trips to Medford / Grants Pass — no travel charge; Damaris is already in the area for other clients.
- Monthly Performance Review Call covering leads by patient type, cost per lead, top-performing creative, and next-month priorities.
- Direct Access to Damaris for questions + strategy throughout the month — not a ticketing queue.
Where Your Ad Dollars Should Go
Recommended monthly media budget — paid directly to Facebook & Google, separate from the retainer. Small budgets go far in local chiro because the target ZIPs are compact and the intent signals (accident, injury, cash pay) are specific.
Where the Budget Actually Runs
Three geographies, three purposes. Not spreading budget thin — concentrated where the ROI is defensible.
Grants Pass
Home base. Full FB + Google + GMB push. Where the clinic's existing 400+ reviews carry the most weight in the map pack.
Brookings + Crescent City
No local chiropractic specialists. Patients already drive 2+ hours to reach Axis without knowing their benefits transfer. Massive latent demand.
Medford
More chiro competition but a bigger population. Small-budget test to see if the modern branding + multi-provider bandwidth wins vs the single-doc offices.
Your First 90 Days
From August 2026 kickoff to compounding momentum by late October. Facebook results show up fast; Google + SEO take the full window to stabilize.
Foundation
- Brand voice + content audit (X-brand aligned, masculine, clean)
- GMB optimization + posting cadence live
- Ad account audits (FB Business Manager + Google Ads)
- Tracking + attribution setup (CallRail or equivalent)
- Website wireframe + kickoff for the new build
Launch
- First Facebook campaigns live (MVA + cash-pay creative)
- Google search campaign live (post-accident queries)
- First blog post published
- Weekly GMB posts running
- On-site content trip — batch shoot rooms, providers, testimonials
Optimize
- Facebook creative iteration based on first 30 days of data
- Google keyword refinement (kill non-performers)
- New website goes live — old site redirects preserved
- Blog cadence continues · Brookings / Crescent City expansion test
Compound
- Google Ads hits its 60–90-day stabilization window
- SEO gains from new site + blog cadence start showing
- First quarterly review + plan
- Renewal / expansion conversation (Medford scale-up, referral program, etc.)
Your Investment · Two Packages
Same core engine either way — the difference is whether we add full organic social management on top. Pick the fit; you can always upgrade at the 90-day review.
- Facebook Ads management (creative + targeting + optimization)
- Google Ads management (search + geofence tests)
- Google Business Profile — 2 posts/week
- Monthly SEO blog post · targeted keywords
- Monthly performance review + report
- Direct access to Damaris
- Everything in Package A, plus:
- Organic social posting · 1–2×/week across Facebook + Instagram
- Full social media management — content calendar, community management, DM monitoring
- Social media strategy — monthly review of what's working, quarterly content-pillar refresh, aligned with paid creative
- Repurposing of the quarterly on-site content trip into a full month's worth of posts
90 days · Start August 2026
After the 90-day review, extend month-to-month, six-month, or whatever cadence works. Upgrade A → B at any point on prorated basis.
Setup + trips + access
New modern website build (first 30–45 days), quarterly on-site content trip (Aug kickoff), tracking + attribution setup, GMB re-optimization, direct access to Damaris.