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4,200%
Growth from organic search
28%
closing rates from cold outreach
19%
increase in Return on Ad Spend
25%
reduction in Customer Acquisition Cost
720%
ROI
*Please note that due to a non-disclosure agreement and based on our partner's request, we cannot share any sensitive data of this case study.
Overview
We partnered with a B2B healthcare startup specializing in digital health for seniors navigating a complex healthcare system. They were facing significant growth challenges as an early-stage startup and reached out to us to help them achieve the next level of growth.
Our Partner
Our partner is a healthcare startup that help seniors navigate a confusing healthcare system. By providing comprehensive assistance through innovative solutions, they strive to make healthcare more accessible for the elderly population.
Challenges
Limited online traction beyond referrals
While they had managed to grow organically through referrals, they struggled to gain a significant online presence.
No onboarding process
The absence of a well-designed onboarding process for new clients resulted in a suboptimal user experience. This led to confusion and frustration among users, impacting customer retention rates and overall satisfaction.
Difficulty conveying value proposition
They faced challenges in effectively communicating the unique benefits and advantages of their program to their target audience. This led to a lack of motivation among potential customers to convert when visiting the website
Lack of data infrastructure to measure CAC
Our partner did not have the necessary data infrastructure in place to track and analyze their Customer Acquisition Cost(CAC). Without this information, they could not accurately evaluate the effectiveness of their marketing efforts or identify areas for improvement.
Objectives
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Decrease Customer Acquisition Cost (CAC)
Increase conversions
Improve click-through rates
Gain a better understanding of their target persona
Improve retention by targeting the ideal persona
Approach
Our approach was both strategic and holistic. We didn't merely want to give SpineThera a facelift; we aimed to transform their brand messaging and online presence from the ground up.
To better understand our partner’s target audience and identify growth opportunities, we conducted extensive market research that included:
Demographic Targeting
We analyzed their target audience, focusing on age, location, and other demographic factors. We also learned more about their audience behavior through existing data our partner had gathered.
Defining the right audience
We identified characteristics that make up their perfect customer, as well as traits that may indicate a less suitable fit .
Defining Customer Persona
Based on our findings, we created a detailed customer persona document that represented the ideal client for our partner's services.
Defining Customer/Market
Profile We compiled an in-depth market profile, outlining the key segments, size, and trends in the industry.
Defining Customer Journey Map
We mapped out the entire customer journey, from awareness to conversion and retention, highlighting potential touch-points and areas for improvement.
Applying the Jobs-to-be-done Framework
We utilized this framework to determine the specific needs and desires that their platform address for their customers.
Defining and Clarifying Value Proposition
We helped our partner refine their value proposition to clearly communicate their unique selling points and benefits.
Defining Acquisition Strategy
We developed a tailored acquisition strategy, identifying the best channels and tactics to reach and convert the target audience.
Defining KPIs
We established relevant key performance indicators to measure and evaluate the success of our growth initiatives.
We used the insights gathered from our research to build a comprehensive growth marketing plan for our partner.
Acquisition Channels
Based on our research, we decided to focus on a mix acquisition channels that would deliver results both in the short-term (cold outreach/paid search) and long-term (content marketing)
Onboarding Flow Analysis
We analyzed the existing onboarding process to identify gaps, inefficiencies, and opportunities for improvement.
Onboarding Strategy Plan
Using results from the analysis, we crafted a comprehensive onboarding strategy that would facilitate user engagement and increased retention rates.
Friction Reduction Analysis
We performed an in-depth analysis of the user experience, identifying and eliminating friction points throughout the customer journey.
Cold Outreach Strategy
We designed an effective cold outreach strategy, leveraging targeted email campaigns, and personalized messaging to engage potential clients.
Content strategy
Because the problem our partner was solving was in a specific niche, we recognized an opportunity for content marketing and developed the hypothesis that if they could provide authentic, valuable answers to the questions their target audience were searching for online, they could help with their audience decision making while introducing their brand to searchers.
Developing an Ads Strategy:
Keyword Research: We conducted extensive keyword research using to identify high-performing keywords for targeted ad campaigns.
Content Strategy: We devised a content plan to generate high-quality, engaging content tailored to our partner's target audience.
Ads Copy: We crafted compelling ad copy that resonated with potential customers and drove them to take action.
Ads Creative: We designed eye-catching ad creatives that captured user attention and showcased our partner's unique selling points.
Campaigns Setup: We set up and structured ad campaigns across various platforms, such as Google Ads and social media channels.
Once the growth strategy was laid out, we implemented it across the funnels we had selected.
Ads Campaign Launch
We launched and managed the ad campaigns, continuously monitoring performance and optimizing for better results.
Content Strategy Launch
We implemented an audience-first, search focused content strategy with in-depth blog content that provided informative answers to the pain points experienced by their target audience.
Optimizing Conversion Rate:
Data Analysis: We analyzed key metrics across our funnels to identify areas for optimization.
Landing Page A/B Testing: We conducted A/B tests on the landing page to determine the most effective design and messaging elements.
Ads A/B Testing: We tested various ad copy and creative variations to optimize ad performance and improve click-through rates.
Onboarding Optimization: We continuously refined the onboarding process as we gathered more data on how users were converting on the platform.
Growth Strategy
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Market Research
Growth Strategy Development
Growth Strategy
Paid search strategy
Key research
Ads copywriting and creative design
Campaign setup and launch
Cold outreach
Cold Outreach Strategy
Cold Outreach Copy & Messaging
Audience Targeting
Lead Acquisition
Inbound lead qualification and routing
Cold Outreach Copy & Messaging
Content Marketing
Content marketing strategy and execution
Audience Pain Point Research
SEO strategy and audit
SEO (technical and on-page optimization)
Content and SEO analytics and performance dashboard
Data Engineering
Conversion tracking
Analytics
Attribution
Data Dashboard
Conversion Rate
Optimization
A/B Testing
Outcomes
Within a year our partner experienced significant improvements in the following key metrics:
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4200%
growth from organic search
19%
growth from organic search
28%
closing rates from cold outreach
25%
increase in Return on Ad Spend
720%
ROI
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