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Michael was unsure if there was a viable market opportunity to provide virtual dermatology to Americans. He needed a viable way to test his business idea quickly. He turned to me to build out a paid ad program to gather leads for Clear Health.
The two of us needed to determine viable benchmarks of the cost per lead to determine whether or not this was a profitable business venture to supplement Nefaire. Additionally, we needed to determine the best ad platform to reach people interested in online dermatology.
Before running any ads, I completed a complete Web Tracking & Analytics implementation across the Clear Health website. We set up our analytics tracking to measure key behavioural indicators of potential interest to help find the highest quality leads and optimize our landing page. Once we ensured a high level of sophistication in our web tracking, we were able to make educated, data-informed decisions. Data cleanliness should be ensured before any ads go live.
In terms of ads, Michael and I determined that the best channels to approach were on the Google Search network, YouTube, and Facebook/Instagram Ads. We launched ads on all platforms simultaneously and measured the performance of each platform using the KPI of cost per lead.
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Paid Ads,Paid Ads,Paid Ads
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The Galien Foundation is described as the 'Nobel Prize' for pharmaceuticals and biotech. Each year they hold an award gala in NYC featuring Nobel Prize Winners, and illustrious guests such as Anthony Fauci, Bill Clinton, and the UN Secretary General.
The cost per ticket to one of these events can be $1,000-2,000+
Koh is a D2C eco-friendly cleaning product, launched in 2016, and now selling to over 1M customers in Australia and the UK. With a rapid growing revenue of over $40M in this financial year (2021) and backed up by 60,000 incredible 5-star customer reviews they're taking on the nasty chemical cleaning industry. I've joined Koh in 2018, in the years that followed they expended to the UK and made incremental growth years. My challenge was that, without much experience, I had to manage 6 people and start this all from scratch.

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