Wellesley Therapeutics struggled with low conversions despite strong products and celebrity credibility. We designed an end-to-end educational funnel, leveraging UGC, doctor collaborations, and long-form content to build trust, increase engagement, and scale revenue by 350% while reducing ad spend by 40%.
The Problem
Previous marketing treated the brand like a typical e-commerce company, resulting in low conversions and negligible sales
Lack of brand trust and credibility among the audience, particularly given the sensitive health context
Marketing efforts were mostly transactional; campaigns failed to educate or emotionally engage the target audience
Need to track intent across a complex funnel and understand which touchpoints drove actual conversions
The Outcome
Increased monthly revenue by 350% within five months through empathy driven marketing funnel across all channels.
Reduced marketing spend by 40% while maintaining growth, improving efficiency, and ensuring each campaign delivered higher returns on investment.
Enhanced brand visibility and credibility through testimonials, UGC, collaborations with Canadian doctors, and educational campaigns.
Developed actionable customer insights and content assets, including testimonials and long-form educational material, for future campaigns.
Deep Dive
When I began working with Wellesley Therapeutics, the brand faced significant challenges. Previous marketing efforts treated it like a standard e-commerce business — Shopify setup, Meta purchase campaigns, Google Shopping ads — which led to low conversions and minimal sales. The problem wasn't the product or audience, it was the approach.
To solve this, we built a full-funnel, empathy-driven growth engine designed to educate, engage, and convert users who cared deeply about their medical conditions. The funnel began with educational content campaigns, targeting the right audience with information rather than hard-sell messaging. Testimonials and UGC were collected from previous customers to build trust and credibility.
To capture and nurture users, we launched a biweekly educational blog subscription and provided free product samples to select audiences. Collaborations with Canadian doctors allowed the brand to reach patients through credible referrals, further enhancing trust.
Paid campaigns were redesigned to match this strategy. We ran long-form video ads alongside highly relevant YouTube videos where doctors and nutritionists explained medical conditions. Sponsored content was placed on blogs and pages already providing educational resources. In parallel, a 5-touch email funnel over a month captured intent, tracked user engagement across stages, and optimised conversions based on data insights.
Website redesigns focused on education over sales, making it easy for users to learn, trust, and engage with the brand before purchase. By the end of five months, this approach had increased monthly revenue by 350%, while reducing ad spend by 40%. Brand visibility improved significantly, and the marketing team gained valuable testimonials and content for future campaigns.
The key learning from Wellesley Therapeutics was that building a connection that drives meaningful action over time requires understanding what your audience is going through — and positioning your brand as the answer to their needs, not just a product to buy.
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