Case Study: Full Funnel Marketing for Kealo Health

The partnership between Companion Medical and YDA

Companion Medical is an innovator in the healthcare sphere. And when we say innovator, we mean it in the truest sense of the word. They have literally changed the shape of the medtech industry, as well as the lives of countless diabetes 1 and 2 sufferers.
Medtronic | Digital Marketing Case Study | YDA
Companion Medical – acquired by Medtronic in 2020 – is the manufacturer of InPen, the only U.S. FDA-cleared smart insulin pen system that is connected with its own diabetes management app.

Why is this so great? The reusable InPen allows diabetes sufferers to take the right dose of insulin at the right time, all controlled via an app. A personalized dose is recommended by the InPen dose calculator according to your blood glucose, the carbohydrates you eat, and the amount of active insulin you have.

You can choose between three different modes depending on whether you count carbs or not. With InPen, you can check the app at any time to see how much insulin is still active in your body from previous doses. By using this information, the InPen helps you avoid stacking and also knows if a correction dose is needed.

Companion Medical | InPen | Digital Marketing Case Study
InPen and Diabetes Management App by Companion Medical

Lost in the crowd

In spite of the powerful medtech capabilities, Companion Medical needed help with online brand awareness, digital marketing campaigns for InPen, and digital transformation from Covid-19.

In short, their target audience was simply not aware of their amazing product offering, and the business was not positioned for agile and rapid digital growth.

“Our product is good, our target audience has a great need for it, but we were not hitting the numbers we’d anticipated. We knew that we needed help,” says Karen Hynes, Vice President of Marketing, Companion Medical. “I reached out to Alex Macura and his team at YDA to amplify our voice in an overcrowded diabetes product space.”

Creating a personalized marketing strategy with YDA

YDA is a symphony of industry experts, each focused on their unique proficiencies, who work within the group to create harmonious, streamlined, well-executed marketing strategies.

Digitization at velocity

The leadership at Companion Medical embraces digitization and innovative technology at every level.

“Companion Medical asked us to support and assist their rapid digital transformation from Covid-19,” says Alex, founder of YDA. “My decades of experience in scaling businesses for growth meant I could lean into this. I worked closely with the marketing team to help modernize processes and systems. More than that, we got to work uprooting outdated ways of doing, working, and thinking, and replacing them with concepts that are more agile and flexible.”

This digitization allowed Companion Medical to use data and analytics to identify potential changes, risks, and opportunities. Modern ways of working and planning meant they could adapt to changes in the market with ease, and respond quickly, if not preemptively.

Google Ads for great growth

Additionally, YDA focused on creating brand awareness for Companion Medical, especially for the InPen product. “We did this through strategizing, optimizing, and implementing a really effective Google Ads campaign for the InPen,” says Alex. The team also optimized the landing page for more conversions and ROI.

The Google Ads experts at YDA optimized the Google ad campaign with three things in mind:

  1. To grow brand awareness at the top of the funnel.
  2. To improve the cost per qualified lead – essentially decreasing the company’s cost for each new patient.
  3. To drive customers through the sales funnel towards higher leads and increased conversion rates.

Ultimately, the overarching goal was to achieve greater business growth through well-executed digital, full funnel marketing.

Full Funnel Marketing Stragey | Digital Marketing Case Study | YDA
Reaching out to the right audience within a full funnel marketing strategy!

Breaking through the diabetes ceiling

In under a year, the team at YDA saw the following results for Companion Medical, all due to the optimized Google Ads strategy, deployment, and analytics:

  • 1,365% growth in leads. This was an increase of leads from April to November.
  • Reducing in CPA (Cost Per Acquisition) by 45%.
  • Increased marketing budget by 542%. The marketing budget increased tremendously.

“The results were astronomical,” says Karen from Companion Medical. “We were beyond thrilled with the radical increase in awareness and new clients the Google Ads brought in.”


The growth was so significant, even Google noticed it

Thanks to YDA’s involvement in Companion Medical’s Google Ads campaign, and its positive development, YDA was handpicked by Google to participate in the Google Brand Acceleration Program.

“This is an invite-only program,” says Alex, “designed to support brands with massive market potential. We were honored to be included.”




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Frequently Asked Questions (FAQs) about Google Ads Campaigns:

I hear about SEO all the time but what is it?
SEO stands for Search Engine Optimization. It’s the practice of optimizing your website or store and its content to improve visibility and rank on search engine result pages, leading to higher-quality organic traffic. However, it also extends to online marketplace and ecommerce stores as well.

SEO involves various techniques, including keyword research, on-page optimization and inserting those keywords into your content, technical improvements, link building, and content creation.

Broadly put, it combines a technical backend aspect and a more content-driven front-end approach with a few tasks overlapping in-between. These strategies collectively enhance a website’s relevance and authority in the eyes of search engines, and ultimately, customers.

What is Google Ads?
Google Ads is an online advertising program by Google that allows businesses to create online ads to reach people when they’re interested in the products and services that the businesses offer. The ads are showing up in Google SERPs, highlighted as Ads.

Google uses these characteristics to place advertising copy on pages where they think it might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy.

How much do Google Ads cost?
The cost of advertising on Google depends on various factors such as industry, keywords, and quality score. The average cost per click in Google Ads is between $1 and $2 on the Google Search Network.

However, it’s important to note that the cost of advertising on Google is not fixed and can vary depending on the budget, keywords, and industry of the advertiser.

How does Google Ads work?
Following a short step-by-step explanation how Google Ads works:

Advertisers create ads targeting a specific group or subject. This generally involves selecting the keywords, that they want their ads to show for.

Advertisers are charged based on the settings configured when creating the ads. This may only be when someone clicks the ad or it may be whenever someone sees the ad. When a user clicks on an ad, they are directed to the advertiser’s landing page.

Google Ads uses an auction system to determine which ads will show when someone makes a search. They base their results on your bids, the context of the search, and the quality of your ads.

How can Google Ads help you advance your business goals?
Google Ads can help you achieve your business goals by providing advertising solutions that lead to success. You can choose from a variety of goals such as generating leads, online sales, offline sales, brand awareness, and app installations. Google Ads helps you figure out what matters most to your business so you can choose the right solutions.

Talk to YDA PPC experts to find your perfect Google Ads campaign.

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