Challenges

Annually, 47 million women enter menopause, yet only a small fraction receive the necessary healthcare solutions. This discrepancy highlights the urgent need for targeted healthcare solutions within this demographic. The Henge team identified and tackled the challenges of low purchase volumes and ineffective media strategies for a company in the women's health market, aiming to find product-market fit for a new startup. Through expert deployment of a $1.5M annual advertising budget across multiple channels, we established reliable and profitable paid media strategies, significantly improving sales and reducing the Cost per Acquisition (CPA). Our efforts resulted in sustainable evergreen campaigns and platform stability, underscoring our commitment to ongoing marketing innovation and competitive growth.

Tactics

Channel Allocation:
∙ Focus on establishing paid search predictability first
∙ Hedge budget towards paid social

Creatives:
∙ Advertorials
∙ User Generated Content (UGC)
∙ Founder Generated Content
∙ Static images
∙ Illustrations

Funnels development:
∙ Influencer Whitelisting
∙ E-commerce focused-page
∙ Telehealth focused-page

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Our Approach

∙ Leverage human-elements via 9:16 video content produced from founders, customers, and actors to advertise
∙ Create an omni-channel advertising system to continuously stay top of mind to prospects/customers
∙ Throttle ad spend until campaign-market-fit is achieved and scale profitably
∙ Lower CAC to a 3-month LTV breakeven

Core Results

∙ Increased Monthly Recurring Revenue (MRR): $5,000 → >$81,000

∙ Increased avg order value (AOV): $30 -> $130

∙ Lowered Cost per Acquisition (CPA) : From $300 -> $56