CASE STUDY: Hero Health
28% Higher Conversion Rate
With Audience-Driven Creative
Hero Health offers life-changing medication management through an automated pill dispenser, mobile management app, and medication delivery. Primer helped them find a volume of high-quality customers, efficiently.

THE CHALLENGE
Intelligent Growth
Hero came to Primer to help generate new memberships as they shifted to a subscription service model. At the same time, Hero aimed to increase its ad performance and efficiency.

Primer put together a strategic testing plan to reach Hero's goals. The plan included rapid testing of creative, audiences, and campaign strategies.
Audience-Driven
Ad Creative
CPA
↓15%
Click-To-Purchase Conversion Rate
↑28%
*Compared to broad messaging
THE STRATEGY
Primer looked at each layer of the funnel to identify opportunities to scale memberships of Hero. In this research, Primer analyzed data carefully to uncover the need to tailor messaging and creative to their two unique audiences: Caregivers and Patients.

As a result, Primer created thumb-stopping educational videos with higher-funnel messaging for each unique audience.

Additional image and GIF creative was developed to retarget those who showed consideration to keep Hero top-of-mind and increase purchase intent.
What were the results?

Messaging tailored specifically to the Caregiver and Patient audiences resulted in a 15% lower CPA and 9% higher conversion rate than more generic messaging.

The targeted campaigns reached 57% more people, helping to drive awareness at scale. Continuous testing of new prospecting audiences drove cold purchases with compelling creative while expanding retargeting audiences to drive efficiency.
THE RESULTS
15%
lower CPA
28%
click-to-purchase
conversion rate
57%
more people reached
*Based on 10/19 - 2/20 prior to Primer taking over the account compared to Primer management from 2/20 - 10/20
THE WINS
FACEBOOK VIDEO ADS
Together, we found powerful videos that spoke to Hero's two distinct audiences.
Patient
Caregiver
"Primer partnered with us to improve performance as we navigated some significant changes in our business model. Their expertise helped us grow intelligently, and they were great strategic partners."
RAJIV RAGU
Head of Growth, Hero Health
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