Solis Pain Relief System (formerly CP Wand) is a medical device designed to provide temporary relief of common chronic pain. We explained the first step in any successful marketing effort starts with a solid brand foundation. Solis needed help with a brand refresh, video production and digital advertising to generate sales.
They had limited internal resources and budget constraints. Atomic Idea provided the brand, marketing, and digital advertising expertise to raise awareness of their device and drive sales in the competitive pain device industry.
We led the Solis internal team through a Brand Discovery Workshop session which led to rebranding, renaming, and repackaging the device. We also defined the need for a modern and streamlined e-commerce website, several videos showcasing three different stories of real-world users, and a cohesive and comprehensive digital and social media marketing strategy.
We worked with the Solis internal team to simultaneously vet several potential names, conducted research to identify the target audience, helped guide their internal team on a new brand identity/style, and wrote, filmed and produced a series of cinematic videos. As soon as the assets were in place we launched an initial 3-month Digital and Social Media marketing campaign aimed at raising awareness and driving traffic to the Solis Pain Relief website.
The initial goal with the Solis Pain Relief campaign was to bring in as many visitors to the web page and accumulate overall data of the traffic to determine the interest in the Solis Pain Relief Device. The demand for the search term was excellent. There was interest across various demographics which included age groups of 55+ and younger age groups as well. Our demographic tests included active adults who were seeking relief from activity related pain, as well as those who were interested in relief from chronic pain. The strongest demographic proved to be females 65+.
The test budget for the digital Ads was a slim $9,000. With the time frame of three months and a budget of $9,000 for digital advertising we brought in a total of 10,208 visits. This converts to $.88 per user visit. The initial conversion rate based on sales was .003 per visit or 3 tenths of 1 percent. This is higher than the predicted .001 sales rate, based on a product that has no initial product reviews and no sample product released to influencers or reviewers. Product reviews and website improvements have increased this conversion rate and the average conversion is estimated at 2.5% (averages of various traffic categories).