The Botanist

Project Purpose

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The Botanist is an elevated alternative healthcare and pharmacy-dispensary service in Australia focused on helping people access personalised, plant-based therapies and holistic care through a seamless patient-centric experience. Patients begin with an online eligibility assessment, receive tailored telehealth consultations, and can access ongoing delivery and support — all designed to improve quality of life for people with chronic pain, stress, sleep issues, anxiety and other wellbeing challenges.

Franklin was brought in to lead the integrated marketing strategy and delivery for The Botanist, partnering again with Bandit Design Group on brand evolution and creative direction. The mission was to unify brand, performance, and patient experience into one strategic framework capable of driving growth while building trust in an emerging and highly regulated category.

The goal was to position The Botanist not just as an alternative care option, but as a trusted, premium provider of holistic and plant-inspired health solutions. This meant elevating the brand presence, increasing awareness among qualified patients, and building an efficient, data-driven marketing engine that could scale responsibly while improving the overall patient journey — from first touch through consultation and ongoing support.

Franklin’s role included:

• Integrating brand storytelling with performance channels
• Unifying paid media, social, above- and below-the-line advertising
• Managing agency relationships and external partners
• Using data to sharpen strategy and improve efficiency
• Enhancing patient experience through better digital UX

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