The Challenge

As a Navy-trained anesthesiologist, Dr. Gary Lawson knows the benefits of ketamine infusion therapy (K.I.T.) from his days of treating wounded soldiers. This, coupled with 15 years of experience in ambulatory and general anesthesiology, inspired him to form RiKai Therapeutics. It is a Naples-based practice where the cutting-edge process is used to treat epidemic and debilitating conditions, such as PTSD, OCD, depression, bipolar disorder, opiate dependence, chronic pain and much more.

Now, Dr. Lawson had to find a way to dispel the negative myths and rumors about ketamine infusion therapy, while generating positive awareness of his practice and appealing to Southwest Floridians who could afford a treatment usually not covered by insurance.

He called upon Spiro & Associates to develop and execute a marketing action plan geared toward a creative approach and positioning statement, marketing collateral, public relations, social media, and traditional and digital advertising.

The Solution

Spiro & Associates started by creating a memorable, easy-to-comprehend logo that would set the tone and manner for the brand. With an intertwined yellow, blue and green color scheme, the logo indicates body, mind and soul — and the improvement to all that ketamine infusion therapy and RiKai Therapeutics services can bring. The logo was ultimately applied to the practice’s website, envelopes, appointment cards and business cards, as well as used to further explain the agency’s creative approach to the brand.

A huge component of the creative approach is the tagline. It introduced the playful concept of a “kit” that would help target audiences live a life without depression, addiction, pain and isolation caused by their physical and mental health status.

Along with the concept of a kit, the acronym K.I.T. would be how we referred to ketamine infusion therapy in a concept line — With K.I.T., life can be ___________ — that leaves the audience to apply their situation to RiKai Therapeutics’ services. From there, ads and banners carried headlines like “If you want be _____, get your K.I.T.” This went hand in hand with ketamine infusion therapy awareness ads on both Facebook and Instagram.

Social media echoed the K.I.T. sentiment, introducing RiKai Therapeutics and Dr. Lawson to the area via Facebook, Instagram and Twitter. Meanwhile, public relations efforts were executed in the form of press releases and feature story “pitches.”

The website — KITatRiKai.com — concentrated on the benefits of ketamine infusion therapy via a home page, treatment uses, practice information, information on Dr. Lawson, an FAQ on treatment and a contact page. Print ads and a rack brochure condensed the information on the website, while displaying people going from feelings of despair to happiness, and a call to action to find out if readers meet the criteria for ketamine infusion therapy.

The Solution

Spiro & Associates started by creating a memorable, easy-to-comprehend logo that would set the tone and manner for the brand. With an intertwined yellow, blue and green color scheme, the logo indicates body, mind and soul — and the improvement to all that ketamine infusion therapy and RiKai Therapeutics services can bring. The logo was ultimately applied to the practice’s website, envelopes, appointment cards and business cards, as well as used to further explain the agency’s creative approach to the brand.

A huge component of the creative approach is the tagline. It introduced the playful concept of a “kit” that would help target audiences live a life without depression, addiction, pain and isolation caused by their physical and mental health status.

Along with the concept of a kit, the acronym K.I.T. would be how we referred to ketamine infusion therapy in a concept line — With K.I.T., life can be ___________ — that leaves the audience to apply their situation to RiKai Therapeutics’ services. From there, ads and banners carried headlines like “If you want be _____, get your K.I.T.” This went hand in hand with ketamine infusion therapy awareness ads on both Facebook and Instagram.

Social media echoed the K.I.T. sentiment, introducing RiKai Therapeutics and Dr. Lawson to the area via Facebook, Instagram and Twitter. Meanwhile, public relations efforts were executed in the form of press releases and feature story “pitches.”

The website — KITatRiKai.com — concentrated on the benefits of ketamine infusion therapy via a home page, treatment uses, practice information, information on Dr. Lawson, an FAQ on treatment and a contact page. Print ads and a rack brochure condensed the information on the website, while displaying people going from feelings of despair to happiness, and a call to action to find out if readers meet the criteria for ketamine infusion therapy.

The Result

As a result of Spiro & Associates’ deliverables, print ads were featured in Florida Weekly and Gulfshore Life, exposing RiKai Therapeutics to up to 49,000-plus readers. These ads potentially prompted 1,500 people to visit the website, which directly linked them to social media, per month for four consecutive months. Additionally, in just a couple of months, press releases earned five broadcast, online and print media placements. Furthermore, the rack brochure, business cards, appointment cards and envelopes are still being used frequently by Dr. Lawson and his team.

Today, Spiro & Associates continues to develop and schedule monthly social media content calendars on RiKai Therapeutics’ behalf, and Dr. Lawson has already begun referring other businesses to us.

The Result

As a result of Spiro & Associates’ deliverables, print ads were featured in Florida Weekly and Gulfshore Life, exposing RiKai Therapeutics to up to 49,000-plus readers. These ads potentially prompted 1,500 people to visit the website, which directly linked them to social media, per month for four consecutive months. Additionally, in just a couple of months, press releases earned five broadcast, online and print media placements. Furthermore, the rack brochure, business cards, appointment cards and envelopes are still being used frequently by Dr. Lawson and his team.

Today, Spiro & Associates continues to develop and schedule monthly social media content calendars on RiKai Therapeutics’ behalf, and Dr. Lawson has already begun referring other businesses to us.