BraceLab is the only distributor in the U.S. for medical orthoses that are designed to enhance recovery, safety and an active lifestyle for the upper and lower extremities and spine. They also provide clinical education consultancy services and have trained practitioners in more than 26 countries.
Previously, the company was only relying on branded marketing and retargeting, which resulted in slow growth. Their main objective was to achieve a 20% increase in monthly sales compared to the previous year.
Growth Challenges of Health Retail eCommerce:
Lack of Cold Traffic
Hindering its ability to reach new potential customers.
No Scaling Structure
Which inhibit the ability to efficiently expand operations and meet growing demand.
No Testing
Missing crucial insights into the efficacy of Marketing Efforts, eventually affecting MER.
Our Growth Approach
Realignment to Optimize Retargeting:
Implementing proper retargeting techniques to nurture cold leads, driving them towards conversion and maximizing the overall marketing rate.
Expanding Beyond Core Products
Diversifying their product offerings beyond the core braces presented an opportunity to attract a wider audience and enhance their brand visibility in the medical equipment market.
Targeted Scalation
Seasonality played a big part so ensuring a solid foundation on their lower revenue months was important for channel ROAS increase.
We started by updating the tracking system and ensuring our environment was set up for success in each channel.
Set Up Campaign Funnel
Then we tackled top funnel audience testing and asset creation. We enabled Facebook and Bing retargeting with middle and top funnel campaign creative assets.
Testing, Scaling and Optimizing Key Campaigns
We also tested a new campaign type (PMax) with core and expanded brace types for Google. Tested non-branded terms and explored activity and medical terms. We built a prospecting campaign on Criteo and layered on excluding purchasers from the retargeting funnel.
Enhancing Outcomes
After generating the initial results, we identified top-performing channels. We focused on them and scaled the expenditure to optimize the relation between CPA, Sales and Brand Recognition.
How we Increased Returns from Facebook Campaigns?
We created our own video content commercials for our top funnel placements which performed very well! By adding more creativity into specialized content for this specific user group we started seeing the return across the funnel. The key was running a deep audience research and ensuring we followed our insights to the creative execution and testing.
Revenue surged YoY, creating an impressive momentum.
Transactions Increased by +59.83%
Additionally, we increased our overall users by +7.05% in 2023.
Conversion Rate Raised +49.22%
Showing that we're improving in brand awareness, and sales - opening up the opportunity to scale on email as well.
TOP STRATEGY FOR B2C HEALTH RETAIL BUSINESS
Multi-Channel Growth System
Our clients still make substantial revenue on the popular primary channels. But we know that Facebook and Google costs are rising, and scale is limited. So at EmberTribe, we found a path to hit businesses’ goals by methodically tapping into multiple secondary channels. But it needs to be strategic.
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
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