The SaMD Founder Back Story
Jon, a driven entrepreneur, saw an opportunity to revolutionize the children and youth bedwetting market with a predictive, AI-powered system. Unlike traditional alarms that react after an incident, Jon’s wearable device was designed to predict and prevent. He gathered support from top experts in the medical field and secured several patents, demonstrating the potential of his innovative solution.
SaMD Case Study Summary at a Glance
GTM Challenge
Jon faced significant challenges with how he approached his Go To Market strategy that are all too familiar to founders of Software as a Medical Device (SaMD). He was struggling to build momentum with customer acquisition due to his fragmented marketing efforts.
Prior to retaining our team, Jon had hired a PR company to help with branding and messaging. He outsourced to a 2nd digital marketing agency to handle the design of the website, and a third marketing agency to handle the website development.
This led to overlapping responsibilities and considerable confusion.
There was no cohesive strategy behind the work each of the three agencies were doing for Jon. Because these three different marketing agencies were not rowing the same direction all the activity was not helping Jon achieve the goals he was after.
Key Goals
Jon’s first goal was to establish a strong, cohesive brand presence that could effectively communicate the unique benefits of his predictive bedwetting solution to his target audience.
His second goal was to get found online by his ideal target market with a marketing funnel that would generate a steady flow of new leads for his SaMD product.
His third goal was to speed customer acquisition. He wanted a seamless, efficient marketing strategy that would optimize conversions and significantly boost sales.
Because Trustbook Media is a full service digital marketing agency, clients like Jon have access to an entire team of marketing experts who specialize in each stage of GTM strategy – AND we are all rowing in the same direction.
- Our SEO team members specialize in only doing SEO.
- Our team of web designers specialize in only creating outstanding web designs.
- Same goes for PR, PPC advertising, content marketing, social media, branding and more.
The Solution Process
Step 1: Comprehensive SEO Audit
Just like a patient undergoing comprehensive diagnostics to uncover hidden issues, Jon’s website needed a thorough examination. We conducted a comprehensive SEO audit, identifying key issues that previous agencies had overlooked.
The result from our extensive audit revealed invaluable insights that Jon’s previous “free” SEO audits failed to uncover. This provided specific roadmap on what and how to remedy the problems on the website.
Step 2: Heatmap Audit and Homepage Redesign
Next, we performed a heatmap audit of the homepage, much like an X-ray to see where visitors were focusing and where they weren’t. The insights from this ‘X-ray’ led us to perform ‘surgery’ on the homepage, redesigning it to better serve as a landing page for PPC campaigns. Previous attempts at this were like failed at converting traffic because it didn’t fix the underlying problems.
The result was a redesigned homepage that boosted user engagement.
Step 3: Sales Funnel Audit and Streamlining
We then streamlined Jon’s sales funnel, flattening it like a doctor simplifying a patient’s medication regimen to a single, more effective treatment. Previous agencies had built a convoluted funnel that confused potential customers; our approach was to simplify the user journey to enhance impulsive buying behaviors.
The improvements we made resulted in significant increase in converting website traffic into leads.
Step 4: Comprehensive Site Redesign
Further audits across the site revealed numerous copywriting and conversion issues, prompting a near-total redesign of all pages. During this process, we discovered that outdated technology from a previous developer was slowing the site down and complicating maintenance. We built a new, lightweight structure that reduced load time from 12 seconds to 4 seconds.
Buyers today have a very short attention span. They are not going to wait 12 seconds for a website to load, so all the hard work and money spent on getting your prospects to click on your website gets wasted when people abort and move on to click on your competitors’ sites that do load faster.
Jon now had a modern, beautiful website that powerfully communicated his brand while loading super fast. As a result we boosted his website traffic, increased users time on site and user engagement.
Step 5: Sales Strategy
Next, we tackled a thorough sales conversion audit to troubleshoot what was getting in the way of Jon’s sluggish customer acquisition metrics. Our 14-Point Sales MRI led to proposing a unified sales package, combining the device and its AI-powered system into one offering. This simplified the buying process and boosted conversion rates.
By integrating the physical and digital components of the product, we eliminated subscription activation delays and chargebacks.
As a result sales soared by nearly 500%, with daily sales and active subscriptions replacing sporadic weekly sales.
Step 6: PPC Campaign Overhaul
After the notable improvements we made in the initial five stages, Jon needed help optimizing his Google Ads to reduce the high cost per client, which was around $170. Considering the device’s production cost of $180 and the reliance on subscription revenue for profit, Jon faced tight cash flow.
He was spending a lot of money to win clients, and then it took months of subscription-revenue to generate enough money to go after new clients. When we took over the PPC campaign, we realized that the previous company has used too aggressive of a bidding strategy to such an extent that they were paying several times more money than it was necessary.
We found other inconsistencies in the ad creatives and keyword lists. We addressed all these issues, and got to a point of bringing clients at only $53/sale. This meant that we can transfer those savings to the end client, which brought the final price below $300.
As a result not only did we reduce cost per client from $170 to $53, we also further increased conversions because parents of kids that struggle with bedwetting could make a purchasing decision much easier simply because the psychological barrier of a “high ticket item” was not an issue any more.
SaMD Digital Marketing Results Summary
Before:
- Multiple agencies with overlapping responsibilities causing confusion.
- Poorly optimized website with way too long load time of 12 seconds.
- Weak, generic copy on website further failed to convert website visitors into leads
- Convoluted purchasing process leading to low conversions and high chargebacks.
- High cost per client acquisition at $170, making profitability challenging.
After:
- Unified marketing strategy with clear communication and streamlined responsibilities.
- Redesigned website with improved load time of 4 seconds.
- Simplified purchasing process, combining physical and digital sales into one, resulting in zero chargebacks and active subscriptions from day one.
- Reduced cost per client to $53, increasing affordability and boosting conversions.
ROI and Results:
- Conversion rate increased by 500%, moving from 1-2 items per week to 1 item per day.
- Significant decrease in Google Ads spending while maintaining sales, leading to improved cash flow and profitability.
Jon’s journey from a fragmented approach to a cohesive, optimized marketing strategy showcases the transformational power of understanding and addressing the underlying issues in marketing SaMD products.
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