Marketing for medical wellness and resorts: calculated, not guessed
Eight interactive calculations on MEDISPA.PRO models and real search demand in the niche: how much advertising pressure it takes to be known, what reach a media plan delivers, how many bookings a search budget brings, when to launch a campaign, how a guest comes to book and how a new service enters the market.
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How much advertising pressure it takes to be known
Set the audience, the awareness goal and the time frame — the model shows the weekly pressure and budget, the threshold below which advertising barely works, how fast awareness fades without support and when a new property gets its first bookings.
Media plan: how many people see the ad and how often
Split the budget across channels — the calculation shows reach (saw it at least once and often enough), the frequency of contacts, the overlap of channel audiences and where extra budget adds hardly any new people.
Flighting: flat all year, in bursts or pulsing
The same annual budget in four schedules on the real seasonality of search demand for the chosen category: which gives more response, given the carry-over of advertising and the perception threshold.
Paid search budget: clicks, bookings and cost per booking
Demand is the real number of searches for the categories and services of the line of business in the chosen regions and months. Clicks, cost per click and conversion to booking are estimates from industry benchmarks. The budget is split so that the next booking costs the same in every query.
Demand seasonality and campaign windows
Month-to-average index of search demand since 2018: where the peak and the trough are, how strong the seasonality is, when to launch a campaign ahead and which regions search more than average.
Adoption curve: how a new service or concept enters the market
Real interest in the topic since 2018 with the MEDISPA.PRO model on top: how many people came on their own under advertising and media, how many through recommendations, where the peak and saturation are. Below — a forecast for your new service by analogy or your own assumptions.
Guest journey: how many touches before booking and what role each channel plays
A set of guest journeys is modelled from your assumptions for each channel: how often journeys start there and how likely a guest is to book or leave after a touch. The calculation shows the journey length, channel roles (opens, assists, closes), the different ways to credit a booking and which channel to add.
Guest segments and channels: whom to look for, where and with what message
Twelve medical-wellness guest archetypes from the Guest behaviour section and twelve channels: how well a channel fits the archetype's needs, message themes and the channel's value per rouble given its relative cost.
Related sections
Knowledge base materials are for information only and are not medical advice, an individual investment recommendation or an offer. Contraindications apply. Consult a specialist. See the Disclaimer.
The calculations are illustrative. Search demand is real aggregated data; costs of contacts and clicks, conversion and model parameters are estimates and assumptions, not norms for a specific property.