Campaign performance reflects decisions buyers make before they engage with the campaign.
Those decisions are shaped by assumptions, past experiences, and conclusions that make not buying feel reasonable.
The case studies below show how identifying, designing, and replacing those assumptions translated into measurable business outcomes across direct-to-consumer health brands, health programs, and healthcare technology products.
Despite different audiences and objectives, the underlying challenge remained the same:
Why had buyers decided to wait?
The answers shaped the messaging that followed.
Many women were trying to understand why years of healthy habits no longer produced the results they expected.
By helping women recognize themselves in declining energy, weight gain, and other symptoms, the campaign increased purchases by 41.3%, improved quiz-to-checkout progression, and increased average order value.
Years of overnight schedules had changed how many shift workers experienced stress, sleep, food, and recovery.
By giving people a reason other than personal failure for what they were experiencing, the campaign generated a 34% webinar registration rate, a 17% consultation application rate, and a 3.8x blended ROAS.
Many heart attack survivors simply wanted everyday life to feel safe again.
By focusing on the fear of returning to everyday life rather than the device itself, the campaign achieved a 2.9x launch ROAS, increased onboarding completion by 29%, and improved 90-day retention by 37%.
If you'd like more quantifiable proof of my copywriting and strategy skills, other case studies are available upon request.
Email me directly → ryanth@rhcopyworks.com