Health Technology Company Increases Revenue and Grows Brand Awareness with New Audiences.

The Challenge

Sizing Up a New Audience.

Despite early success, the client’s executive team wanted to grow the business and expand beyond their core customer base. But the health technology market is crowded, and gaining broader traction against competitors like Apple, Amazon, and Fitbit and really carving out space as a different type of wearable would require agile execution of an exceptional marketing strategy.

As 2020 came to an end, the broad goal that drove the brand’s marketing was to tell a new story – one that would have broader appeal without making their premium product sound generic. And while the company had been effective and scrappy in their early growth, taking the next step would require an even greater emphasis on strategy, research, analytics, and measurement.

The client had conducted in-depth research on potential audiences and came to a clear (but fairly broad) understanding of who might best understand the promise of the the primary product. While these consumers shared a lot of important traits that made them naturally interested in the available products, there was a significant spread in the health benefits they sought and the goals they set, not to mention where they spent time online and where they got their information.