PPC for Startup | Blink Health

Went from $0 to seven figures in sales per month in 180 days, resulting in a 2nd round funding of $75 million in month 7.

in Sales in 5 Months

Conversion Rate

People Reached/Month

Challenge

Blink Health is a new way to buy and save on prescriptions. When they first launched they received $50 million in injection capital, and needed to more quick! Having worked with their previous founder, Firestorm SEM was tapped to take on the PPC with some elements of SEO to get the new company up to the investors expectations on sales. Not to mention massive players such as GoodRx have been dominating this area for years.

Strategy

A comprehensive landscape and competitive landscape analysis was done, followed by rigorous keyword research to target the proper audience and identify areas of opportunity. Additionally, advanced tactics such as Dynamic Ad Modifiers and Price Update Lists were employed to adapt to the thousands of drugs listed.

Approach

We built out the PPC efforts on Google, Bing, and Yahoo. Additionally, a sophisticated Retargeting and Display campaign was built with multi-layered segments to capture new customers and bounced customers within all the areas of the funnel.

The Process

SEM to shake up the industry

Landscape and Competitive Analysis

Since Blink was new to the land, we needed to fully understand what the landscape held in terms of a SWOT analysis and how and what the competition was doing. This reduced the learning curve exponentially for both the team at Blink as well as at Firestorm SEM and fundamentally shaped the SEM strategy.

Keyword Research

In order to target the right audience in the proper stage of the purchase cycle, the proper keyword targets needed to be identified. Additionally, the keywords needed to reflect purchase intent as there is possibly more information research done in the pharma industry than any other. So, we did not want to push marketing dollars to education efforts, as that was not the business purpose of Blink Health.

PPC Advertising

The PPC campaign was not just comprehensive; it spanned across the entire PPC universe. We further augmented this with a robust and audience layered retargeting program that was further fueled by intelligently bought media placements on our target audience’s most visited placements.

SEO Elements

Due to the sheer size of both the PPC program and the site, we had tremendous opportunity to capture additional capacity with optimizations on the site to improve organic exposure on high value keywords that had low competition. This resulted in additional, progressive, value-add to the marketing program.