Custom experience for medical products

Mission

Set out to scale paid advertising for a sensitive product often restricted by major platforms. By focusing on user transformations rather than explicit product details, created a series of high-converting landing pages that directed users to an interactive quiz.

This funnel seamlessly connected with our customer API, onboarding users into an account creation and initial consultation flow. Ultimately, this content approach formed the bedrock of our marketing and played a pivotal role in securing the company’s next funding round.

Tools

• Tailwind CSS – Utility-first styling for rapid UI development

• NextJS – Server-side rendering and flexible React-based architecture

• Sanity CMS – Dynamic content management and easy A/B testing for different copy angles

• Meta Ads – Paid traffic source with advanced targeting capabilities

• Google Tag Manager – Streamlined analytics and conversion tracking

• Twilio Segment – Data integration platform to unify user data across the funnel

Strategy

1. Transformation-First Copy: Employed popular copywriting frameworks (AIDA, PAS, etc.) to highlight the product’s benefits without directly mentioning restricted elements.

2. Quiz-Focused Funnel: Drove traffic from ads to a quiz page that gauged user needs and seamlessly synced with our customer API, guiding them toward account creation.

3. Dynamic Landing Pages: Used NextJS + Sanity CMS to quickly iterate on messaging angles, ensuring we stayed compliant with ad policies while optimizing conversions.

4. Centralized Data & Analytics: Deployed Google Tag Manager and Twilio Segment to track user flow, enabling data-driven refinements in real-time.

Results

• +300% Increase in monthly ad spend scalability while maintaining a stable acquisition cost

• +150% Growth in overall lead volume through the quiz-based funnel

• Key Driver in achieving the company’s next funding round, as investors saw a scalable, compliant approach to user acquisition

Learnings

• Platform Workarounds Require Creativity: Restrictive ad policies don’t have to stifle growth; focusing on user transformation can sidestep limitations ethically.

• Agility is Essential: Rapid A/B testing through a robust CMS framework allowed us to pivot copy angles swiftly and maintain compliance.

• Data Integration Fuels Consistency: Centralizing user data from quiz submissions to lifecycle marketing created a cohesive funnel that magnified every optimization effort.