MANAGE ADDICTION LIFELINE

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The Manage Addiction app allowed anyone in the state of New Jersey to get easy, affordable, and scientifically-based treatment for Opioid Use Disorder.

šŸ™‹šŸ¾ā€ā™‚ļø Consultant
āœ… Completed 12 weeks

A doctor had spent $300k and 3 years building and iterating on an iOS app. The doctor specializes in addiction medicine, the app allows the doctor to provide tele-treatment to patients. Additionally, the app allowed patients to track their health with mood trackers, journal with guidance, and manage appointments. The doctor personally ran a beta test with 33 users, the engagement statistics were exciting. We were then engaged to determine which acquisition methods would be most economical and create a launch plan.

I helped a brave doctor launch a consumer-facing telehealth platform with the goal to treat more patients with Opioid Use Disorder using his mobile app. This was my first time ever consulting in the medical field which has very different advertising policies and strategies, with lots of research I pivoted my strategies accordingly. This doctor had absolutely no prior strategy; I came in, designed 10 experiments, and executed on 3 of them. From the 3 experiments I executed, we acquired ~$72k in LTV for ~$8k experimentation cost in ~3 weeks. Our newspaper experiment drove ~$45k in LTV alone.

newspaper ad experiment in USA Today
newspaper ad experiment in USA Today

full ad
full ad
rip-card design from partnership experiment
rip-card design from partnership experiment
content we created and tested for the iOS platform
content we created and tested for the iOS platform

video we created and tested for messaging

Challenges

  • this was our first time marketing in the medical feild with unfamiliar advertising rules and regulations
  • marketing to a hyper-local demographic usually proves to be more expensive (state-wide with a focus on his city in this case)
  • the product was good, but it was a "good MVP" at best
  • no tech, product, or design team to work with

Overcoming Challenges

  • research-intensive discovery week, also had discussions with many doctors and experienced medical advertisers
  • hyper-local + medical was very limiting, but we found a renewed appreciation for old-school channels such as radio and newspaper
  • took full ownership of experimentation, very little creative or managerial collaboration with the doctor

Advantages

  • high price tag = higher profit margin = more room to be profitable after acquisition cost
  • relatively high experimentation budget
  • doctor had a pre-existing personal brand

Leveraging Advantages

  • high margin + high budget = allowed ideating untraditional methods for tech
  • edited and clipped ~30 videos from the doctor's personal library of footage, made for very authentic content

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