About Launch Medical:
Launch Medical is an innovative medical device company founded in Studio City, CA. When we started working with them, they had just developed a groundbreaking, patented home-use device that was set to disrupt the $6 billion-dollar market for erectile dysfunction treatment.
Their product is an acoustic wave device usable in the comfort of your own home. It delivers shockwave treatments to break up plaque in blood vessels, the primary cause of E.D. These treatments for erectile dysfunction would typically cost someone $3,000 – $10,000. Their product, however, allowed men facing these problems to access the same level-of-treatment for a fraction of the cost.
Launch Medical was looking for an agency partner to understand their product and develop and implement a strategy to help them advertise successfully on Facebook, despite Facebook’s heavy restrictions on “adult products”. This required refining brand messaging and sales copy to be compliant with Facebook’s advertising policies as well as creating new sales funnels designed to identify product interest among high volumes of cold traffic.
Pictured above: Launch Medical’s innovative, home-use medical device
Our Game Plan
We started by researching their existing sales copy and brand assets. From there, we used this as inspiration to create compliant landing pages that would appeal to the ideal customer and help us to better qualify cold traffic from Facebook.
Our initial campaign structure consisted of roughly five videos and five images per ad set. We assisted Launch Medical by writing the scripts for these videos to ensure their compliance with Facebook’s ad policies, as well as to promote stronger engagement.
Prior to starting with Lucent Leads, Launch Medical was unable to get ads live on Facebook and had invested nearly 6-figures on other Facebook Ad agencies without having a single ad approved.
With this personalized strategy, we were able to confidently push these disruptive ads live on Facebook without initial disapproval.
Later on, when ad disapprovals became a regularity, we then created a process to quickly appeal those decisions, mitigate downtime and preserve performance and data.
When initially bringing this product to market, Launch Medical offered a 50% discount for pre-orders. This lasted until roughly January 1st when the product became full price ($749).
Given the higher price point, we developed a full funnel on the FB/IG ad side for top of funnel, middle of funnel, and bottom of funnel. We delegated 80% of the budget to prospecting and 20% to retargeting. The idea behind this was to craft the customer journey on the back end and make the ads as relevant as possible depending on where the prospect was in the conversion cycle.
With the retargeting, the buyer cycle was 28 days. So, with that, we created more of a sequential retargeting set up of 3 days, 7 days, 14 days, and 28 days. Then of course some larger parameters to get the people from months ago who didn’t purchase back into the buying cycle.
We tested over 1,000 variations of copy and creative on a weekly, bi-weekly and monthly basis. This allowed us to collect an exorbitant amount of data to assist Launch Medical in better crafting their brand identity and brand messaging.
We also set up their Facebook Pixel in order to optimize for one-time-offers, which resulted in a OTO take-rate of roughly 20%.
"I've been in digital marketing for 10+ years and I've never seen anything like this. We contracted with 4 other agencies first and they all failed... For every dollar we spent with Lucent, we made five. They took us from spending $100/day to spending $90,000 per month (in ~45 days)."