How Specialty Medical Equipment launched a CPAP Resupply business and generated over 250 new patients in 5 months.

The challenge

How to develop the dormant CPAP Home Delivery brand into a profitable growing CPAP Resupply business to support sleep apnea patients across the US.

At the outset of working together, Specialty Medical Equipment’s CPAP Resupply business was under-utilised. However, based on the growth of other sleep apnea businesses over the past few years there was renewed ambition from the business to relaunch, develop and grow this service alongside its more established Diabetic Testing Supplies and Continuous Glucose Supplies services.

Specialty Medical Equipment’s advertising account setup and supporting assets were reasonably strong, with the existing Glucose Supplies campaigns already generating new patient leads.

However, they had not run any campaigns to promote the CPAP Home Delivery brand or services, which was for a different audience and needed a different focus and approach for what is a competitive and crowded space.

The solution

Formulate and implement a plan for long-term, predictable, sustainable growth.

The agreed objectives for the first phase were to:

Have a more sophisticated, segmented set up in the main ad platforms (e.g. Google, Bing and Facebook).
Use consistent messaging and language in the ads and Landing Pages.
Use a much broader selection of ads (e.g. lots of variants for different keywords, connecting to relevant Landing Pages.
Run split tests within this more sophisticated and segmented approach, to understand properly what works best, and place advertising budgets accordingly.
Create ongoing new content to raise awareness in main audiences, and send the right signals to the main search engines for better rankings and more organic traffic.

To support the relaunch of the brand, we developed a series of custom-built high quality landing pages targeting CPAP users, along with focussing on making the website more highly targeted, trialling UX improvements, improving the images and copy, and being clearer with the call-toactions.

Additionally, we undertook and delivered a complex custom CRM integration, to enable the automatic pushing through of high quality leads directly into the client’s CRM and call management system, so they could be responded to and helped immediately.

Finally, we designed and launched a Display Remarketing programme, utilising third-party display networks and social media platforms for targeted remarketing adverts.

“We were keen to reignite our CPAP Resupply business, as we felt it was something of a missed opportunity versus our core business services in the glucose monitoring space. We decided to use Somnowell Marketing because of their direct experience working with other sleep apnea businesses. They also have a strong understanding from the perspective of a business owner, so they get why and how marketing and programmes like this need to generate a meaningful ROI.”

Jordan Soblick,

Chief Operating Officer, Specialty Medical Equipment

Industry: Healthcare.

Specialty Medical Equipment is a certified and accredited Medicare provider. They are one of the largest providers in the US of Diabetic Testing Supplies and Continuous Glucose Supplies. Additionally, they are a nationwide provider and supplier of CPAP and BiPAP supplies for their patients living with Chronic Sleep Apnea.

Markets: United States

The Results

277

New CPAP Resupply patients

496

Total leads from Facebook campaign

1,381

Total leads from Google campaign

114,930

Total number of Facebook impressions / ad views

17%

Landing Page conversion rate

178,493

Total number of Google impressions / ad views

$3.13

Average Facebook cost-per-lead