Case Study: An Exploration of Digital Marketing Strategies in Telehealth
We’ve developed a fictitious case study for Generic Health Co., a company we made up, to demonstrate how we approach common digital marketing challenges with real-world solutions.
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Note: We utilized generative AI to brainstorm names for this company, generate images of people who don’t exist, and help us write the marketing profiles. The company details and marketing strategies are human-generated.
Generic Health Co.
​Company Profile
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Tag Line: Prescribing Solutions to Problems You Didn’t Know You Had.
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Services: Online prescription services for unique, specialised needs.
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Sector: Telehealth/Digital Health
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Years in Operation: 5 years
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Annual revenue: $8M
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Marketing Infrastructure: Shopify integrated with Klaviyo for lead generation and marketing automation.
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Current State:
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Running paid ads on TikTok and experiencing low lead volume
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Email automations are active for transactional messages like purchase receipts
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Key Operational Strengths:
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Organised and well-maintained data infrastructure
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Utilises a double opt-in process for all email and SMS sign-ups
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Consistent discount policy (never more than 15% off any product)
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Monthly Ad Budget: $8,000 allocated for TikTok ads
The Goals
Generic Health Co. aims for significant growth, with clear objectives to expand its digital footprint and revenue:
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Increase email and SMS sign-ups by 20%
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Increase lead volume by 10%
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Increase revenue by 30%
Addressing Common Marketing Challenges
Generic Health Co. faces common challenges for businesses in the telehealth space. Our approach is to analyse what makes each audience segment unique and then develop specific strategies, leading to greater impact and more efficient spending.
Marketing Strategy: Bob (The Researcher)
Marketing Focus
Converting engaged, unknown website visitors into email/SMS subscribers for future nurturing.
The Challenge
Bob, an actual Neanderthal who has recently defrosted, is getting used to modern life. He’s stoic and cautious of new technology, but he’s noticed how much hairier he is than his modern peers.
He’s interested in HairBeGone, the ultimate solution for spontaneous, full-body baldness. Because we do not have Bob’s email address, we are unable to nurture him beyond our website. The primary objective is to convince him to provide contact information so we can initiate a nurture campaign.
Our Solution: Multiple Opt-in Paths
We implemented a multi-point opt-in strategy (Shopify + Klaviyo). The form offers a 10% discount for email sign-up and an additional 5% for SMS sign-up.
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Homepage Teaser: A subtle, non-intrusive 10% off discount teaser is shown on the homepage (lower-left corner). This approach respects Bob’s shopping style, inviting opt-in without disrupting initial product research.
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Product Page Pop-up: A prominent pop-up triggers on the HairBeGone product page, signalling high intent. This form presents the 10% off sign-up form precisely when Bob is most receptive and seeking more information.
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Quality Control: Double opt-in ensures genuine interest and explicit consent (clean data). This permission-based strategy builds trust with cautious users like Bob, who prefer to take their time.
Projected Outcomes (KPIs)
This strategy drives quality sign-ups, directly supporting the organisation’s goal to increase email and SMS sign-ups by 20%.
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Increase in Email/SMS Opt-in Conversion Rate: Expect a significant increase in website visitors (especially product page viewers) who opt-in.
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Higher Lead Quality: Due to the double opt-in, new subscribers will exhibit higher engagement rates in subsequent nurture sequences.
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Reduced Unsubscribe Rates: Proactive consent and relevant initial offers lead to a more engaged subscriber base.
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Improved Deliverability: A cleaner, more engaged list positively impacts email and SMS deliverability.
Marketing Strategy: Kylie (The New Lead)
Marketing Focus
Optimizing paid TikTok advertising to increase qualified lead volume for a new audience.
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The Challenge
Generic Health Co. struggles to capture new leads like Kylie through targeted TikTok advertising. Despite gaining impressions, click-through rates (CTR) are low, and conversions are even lower for products like FlexiFlow, indicating a disconnect between the ads and this audience.
Our Solution: Ad Optimisation and A/B Testing
To improve lead capture, our strategy focuses on data analysis and experimentation with Generic Health Co.’s paid ad spend.
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Integration Audit: Verify Shopify/TikTok setup for accurate tracking. This foundational step is critical for reliable data collection and proper attribution, preventing skewed A/B test results.
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Targeted A/B Testing Framework: Leveraging the $8,000 monthly ad budget, a robust A/B testing strategy will be developed for TikTok ads. This systematically tests key elements for Kylie’s audience:
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Creative Variations: Dynamic short-form videos (e.g., “human pretzel” transformations) to create scroll-stopping content and appeal to instant gratification.
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Compelling Copy & CTAs: Concise, attention-grabbing headlines and calls-to-action emphasising FlexiFlow’s immediate benefits, encouraging rapid, impulsive action.
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Audience Refinement: Continuous testing of TikTok’s demographic/interest targeting to pinpoint responsive “bendy people” segments.
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Projected Outcomes (KPIs)
This strategic approach to paid media optimisation directly supports Generic Health Co.’s goal to increase lead volume by 10%.
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Improved Click-Through Rates (CTR): Optimized ad creative and compelling messaging will drive a higher percentage of impressions to clicks on TikTok.
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Reduced Cost Per Click (CPC): More effective ads lead to lower acquisition costs per click, maximising ad budget efficiency.
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Higher Ad Conversion Rates: A direct correlation between improved ad engagement and an increase in lead capture actions.
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Increased Qualified Lead Flow: Refined targeting and creative attract a higher volume of prospects genuinely interested in FlexiFlow’s unique benefits.
Marketing Strategy: Jenny (The VIP)
Marketing Focus
Re-engage an existing, high-value subscriber through segmented marketing to drive increased sales.
The Challenge
Generic Health Co. aims to increase sales from customers like Jenny, an existing, high-value email subscriber (long-time SleepDeep user). The primary challenge is her low engagement with current email content, preventing effective cross-promotion of relevant products like YouthBloom. This indicates a need for more personalised, timely messaging.
Our Solution: Advanced Personalization & Multi-Channel Re-engagement
Leveraging Generic Health Co.’s clean data and robust Klaviyo integration, our strategy makes every communication directly relevant to VIP customers.
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Behavioral Email Personalisation: We use page views and engagement data to trigger and personalise email content.
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If a VIP customer, for instance, repeatedly views a product page like YouthBloom, the system automatically delivers targeted messages.
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This content highlights benefits addressing identified pain points (e.g., “tired eyes,” “mom-lines”), focusing on visible results and aspirational outcomes.
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This automated approach ensures communications are timely and directly align with expressed interest, aiming to increase email engagement.
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Strategic SMS Opt-in Offer: For known, non-SMS subscribers, a Klaviyo form offers a compelling incentive: a 10% discount on their next purchase for signing up for SMS messages.
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This creates a direct, immediate channel for high-impact promotions and reminders, catering to customers who value quick results. This tactic aims to drive SMS sign-ups.
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Seamless User Experience: Connecting user interactions to personalised content and offering clear value through multi-channel marketing creates a frictionless experience.
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The double opt-in process for SMS reinforces trust and maintains communication channel quality, ensuring recipients genuinely desire these direct messages.
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Projected Outcomes (KPIs)
This strategy significantly improves engagement and conversion among VIP customers, directly supporting Generic Health Co.’s goal to increase revenue by 30%.
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Increased Email Open & Click-through Rates: Personalised subject lines and content drive higher engagement with email campaigns.
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Higher SMS Opt-in Rate: The targeted, high-value discount encourages more VIP customers to subscribe to SMS marketing.
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Improved Conversion Rate (Targeted Products): Highly relevant messaging, delivered via preferred channels, leads to more purchases of browsed products like YouthBloom.
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Enhanced Customer Lifetime Value (CLTV): Re-engaging high-value customers with unique offers fosters continued loyalty and repeat purchases.
Conclusion
This case study highlights how focusing on your customers and using data analysis can turn challenges into real business growth. For Generic Health Co., the specific strategies we laid out are all about boosting engagement, increasing lead volume, and boosting revenue.
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Achieving these outcomes requires more than just launching campaigns.
Customer journeys require continuous data analysis and testing.
Understanding your audience is the key to delivering value to your customers. These strategies aren’t limited to Shopify/Klaviyo integrations. As a Certified Customer.io Partner, we can leverage Customer.io to achieve your goals with whichever e-commerce platform you utilise.
Ready to apply this level of thinking to your business?
Let’s discuss how Little Nudge Marketing can help you develop and implement a growth-focused marketing strategy that turns your unique challenges into success stories.
Schedule your free 15-minute marketing consultation today.