AliveCor

AliveCor is a medical AI company that develops ECG hardware & software for patients & physicians.

Before:

• I started at AliveCor in 2018 as a Director of Media & Analytics, while a single product, KardiaMobile, was on sale through Shopfiy and Amazon.

• A digital media firm was running paid search, display, pre-roll & social.

Changes Made:

• I took over managing the media in-house and quickly realized that many previous efforts drove accidental clicks and no sales.

• Paid search was expanded, social strategies were changed, Amazon Ads, cable news & live sports were added.

• Baselines in sales with & without advertising were measured to ensure connected TV could be measured. A/B testing was added to many elements of the site.

Results:

• Within 3 years, sales tripled at an average of a 3x ROAS (return on advertising spend). All with an annual spend of $24M.

• This led to a 30% attach-rate on a patient/physician subscription program for each hardware device sold.

• Due to success, this strategy expanded across the world in Italy, UK India, Canada, Korea and more.