Healthcare Sales Strategies

Indians want to eat healthy and companies want to make healthier alternatives. But both customers and brands are often confused. Health food is a $30B market in India and we meet atleast 20 companies every week. My last post on Indians eating protein got a lot of attention. So here is a playbook for brands, entrepreneurs & startups making food as nutrition to consider. #1- Sell simplicity, not superiority. Protein is not a luxury, it’s a necessity. Stop marketing it like it’s only for bodybuilders or fitness fanatics. The simpler your message, the broader your audience. #2- Educate, don’t exploit- Most Indians don’t know how much protein , carb or fibre they need, let alone where to get it. Be the brand that empowers with knowledge, not fear. Create tools, guides, or calculators that simplify nutrient requirements for different age groups, lifestyles, and budgets. Education creates trust, and trust builds loyalty. #3- Respect local wisdom- Stop chasing western trends and start celebrating Indian staples. Align your messaging with cultural relevance—it resonates deeper than imported fads. #4- Focus on affordability and accessibility- If your product costs more than an average meal, you’re solving a problem for the few, not the many. Create products that cater to the masses, especially rural and low-income communities. Affordability isn’t just ethical—it’s scalable. #5-Champion the underserved - Protein or carbs isn’t just for athletes or gym-goers. It’s crucial for children, pregnant women, and the elderly and they often are left out of the conversation. Tailor your products and campaigns to serve them, and you’ll stand out as a brand with purpose, not just profits. #6- Break the high-protein Halo - A “high-protein” claim shouldn’t be your only story. Focus on the overall quality of your product—minimal additives, real ingredients, and transparent labeling. If your protein bar has more sugar than a laddoo, you’re part of the problem, not the solution. #7- Decommoditize the narrative - Don’t just sell protein or fibre—sell the idea of a healthier India. Be the brand that shifts the conversation from “how much protein you eat” to “how balanced your diet is.” Make protein part of the bigger picture, not the entire story. #8-Make nutrient consumption a Public Good- Don’t just sell specific nutrient products; create ecosystems that make nutrient accessible and affordable for everyone. Collaborate with local governments to integrate protein-rich foods into public programs like midday meals and ration systems. You’ll build long-term demand while addressing a systemic health challenge." More notes continued in the comment section below.

Most brands are playing the wrong game. They’re moving the Queen. They should be moving all of the pieces on the board. Let me explain. Marketing-led growth gets all the attention. It’s sexy. It’s visible. Founders obsess over it. But marketing is just one piece. A powerful piece — but still one. Business engineering? It moves all the pieces in symphonic coherence, And wins the game. When I advise better-for-you CPG brands, this is the shift I push for. Most teams pour everything into: – ad creatives – influencer UGC – CRO – new channels Good tactics. But they’ll only take you so far. Here’s what separates the breakout brands: They engineer growth at the business level. They move: – pricing – packaging – cash flow – operations – channel strategy – product architecture They see the full P&L → and use it. Let’s get specific. Example 1️⃣ → Gateway SKU Engineering: A Clean supplements brand. $60/month subscription = Hero SKU. Too much friction. First purchase wasn’t converting. The team launched a $15 trial SKU. Low-risk. Easy buy-in. Result? Trial → subscription conversion jumped 4x. CAC down 35%. LTV up. No ad change required. Business lever. Example 2️⃣ → Cash Conversion Engineering Frozen functional food brand. Growing fast, but cash-strapped. They restructured terms with co-packers. Negotiated faster pay from wholesalers. Cash cycle dropped: 120 → 45 days. Millions unlocked. That cash funded more growth. No new ad creatives needed. Business lever. Example 3️⃣ → Operational Engineering Gut health beverage brand. Local retail only. Wanted national. Cold chain shipping was blocking DTC. Their team reformulated + repackaged → shelf-stable. Suddenly: – DTC viable – National retail opened – Margins improved Game changed. Business lever. ____________ This is why I believe: Business-engineered growth > marketing-led growth. ♛ Marketing moves the Queen. ♗♖♕♔♘♙ Business engineering moves all of the pieces on the board. If you want to build a moat → If you want to scale with durability → You need to think beyond ads and creatives. ☑️ You need to think like a business engineer. Curious → are you moving just the Queen? Or are you moving all of the pieces on the board? ___________________________________________ 🔰 Better-for-you brands = better health, longer lives. 👉 Follow me, Kunle Campbell, and let’s scale impact together.

"How do we double our monthly sales?" 👆A client sprung this question on us not too long ago. Here's exactly how we answered: First, we did a comprehensive brand audit. We needed to understand their metrics compared to category medians and top competitors. One of the things we found was that their customer conversion rate was overall lower than the category median. So, spend more money on ads, right? But before even beginning to think about spending more money on ads, we needed to look at the basics first. Too often, brands jump straight into throwing more money at ads without addressing the root of the issue. Product page, promotional strategy, pricing strategy. Then, we systematically addressed each area for improvement. Here's the checklist we used. 1. Listing Improvement: • Improve main product images • Make text more readable • Highlight key benefits (e.g., "Melatonin free sleep support") • Optimize for mobile viewing 2. Competitive Analysis: • Study top performers in your category • Highlight popular features (e.g., "vegan" for supplements) 3. Enhanced Product Information: • Improve A+ content • Add clear usage instructions (consider QR codes) • Address common issues to boost ratings 4. Strategic Pricing and Promotions: • Analyze competitor pricing and deal frequency • Implement regular promotions in price-sensitive categories • Use coupons for increased visibility in ads Remember: Boosting ad spend is often the last step, not the first.

A wellness founder from a newly launched DTC brand (funded, team of 8, no in-house content lead) booked a strategy call with me. Before we even talked about deliverables, she asked: “If we started tomorrow, what would you change in my content strategy?” I gave her 3 simple changes: no fluff, no 50-page proposal. 6 weeks later: ✅ 2x increase in organic website traffic ✅ 30+ new email subscribers from blog CTAs ✅ 3 inbound sales inquiries from readers who found her brand through blog posts No paid ads. No agency retainer. No new hires. Just an intentional strategy that turned her blog from “nice to have” → growth channel. Here’s what we fixed 👇 ➤ 1. Stop chasing traffic. Start capturing intent. Before: She was blogging about trending wellness topics with no SEO strategy. After: We built a content funnel: → 80% evergreen, 20% seasonal blogs → Each post aligned with a buyer's pain point → Every blog ended with 1 clear CTA (newsletter, product, quiz) Result: Her post on "gut health rituals" ranked in 3 weeks and brought in leads organically. ➤ 2. Treat your blog like a product, not a diary. Before: Each post sounded different: some educational, others personal rants. No format. No direction. After: We used my 5-part high-converting blog framework: → Hook → Problem → Solution → Social proof → CTA Now? Every post feels like her brand, builds trust, and guides the reader somewhere. Result: 45% boost in average time on page + blog conversions tripled. ➤ 3. Repurpose like it’s your job. Before: She was writing 1 post a week, then moving on to the next. After: We guided her social media team to turn each blog into: → 1 Instagram carousel → 1 email newsletter → 1 LinkedIn post → 1 Pinterest graphic Result: Her January blog drove the social media content calendar for the whole month, across 4 platforms. Wellness founders often believe blogs are slow or outdated. But when done right, they: ✅ Build long-term traffic ✅ Create trust on autopilot ✅ Drive leads without ad spend You don’t need 20 blogs a month. You need the right 4. If this is exactly what you're trying to do with your blog, I'm just a DM away!

Most 7-figure DTC brands don’t have a traffic problem. They have 5 "obvious" conversion problems: (CRO checklist below) - Pouring more budget on the fire (paid) - Weak customer journeys - Generic landing pages - Stagnant internal links - Confusing USPs Even more so for 8-figures. DTC brands need 3 things for growth: building traffic with intent to "buy", an ongoing conversion strategy that NEVER ends, and of course, a retention strategy. Looks easy, right? Wrong. Instead, brands overpay for ads or create content with no real purpose. (and wonder why sales stay flat) But who's problem is it? Should the SEO care about conversions? Yes! I've worked with this Shopify brand to help generate profits, which is not an overnight thing. AI is eating at informational. So we need to adjust. No hype. No hacks. Just focus on what matters. We optimised for intent traffic and found drop-off zones. Not with fancy CRO, but by learning the customer journey. Strategies to help £401K in sales: - Mapped objections - Learned about customers - Rewrote weak, generic product copy - Cleaned up the mobile UX and navigation - Built landing pages that matched intent - Smoothed out the checkout and post-purchase flow - Prioritised speed and clarity over cleverness The results? - 208% lift in conversion rate - 302% more orders - 559% increase in revenue - All from the same traffic Real growth doesn’t always come from a new ad channel or clever test. It often comes from removing friction and making it easier for people to buy. If you're getting traffic but not sales, it’s probably not a traffic problem. It’s a site problem. I have never claimed to be a "CRO genius", I just spend time understanding the customers (and I can code) and build from that. When was the last time you walked through your store like a customer? P.S. 1000s of marketers have downloaded my conversion checklist that I've used to help with 7-8 figure brand growth (link in bio). #SEO | #Shopify

There’s a reason the fitness niche and startups always talks about David Protein. It’s not just the macros. It’s the launch playbook: Waitlists, exclusivity, influencer loops, and ingredient control. Here’s how they scaled from zero to $140M+ in year one. THE BACKSTORY: David Protein wasn’t built by accident. It’s the second act of RxBar founder Peter Rahal, after selling RxBar for $600M. But instead of another “natural” bar, David positioned itself as a lab-engineered tool: • 28g protein • 150 calories • 0g sugar • 1–2g net carbs Designed for performance, not flavor. THE STRATEGIC PLAYBOOK: 1️⃣ Waitlist + Seeding Growth Strategy David didn’t launch with ads. They launched with exclusivity by: • Building a waitlist of early adopters, sending 5,000+ sample packs pre-launch. • Flooding social feeds with unboxing videos, reviews, and first impressions before sales even opened. • Focusing on micro-influencers across fitness, health, and startup culture. • Prioritizing people who would explain the macros, not just pose with the product. This first wave created algorithm momentum and FOMO before David had retail presence. 2️⃣ Science-First, No-Lifestyle Positioning Most protein bars lean on lifestyle branding. David went the opposite direction with: • Silver, reflective minimalist wrappers. • Dr. Peter Attia (longevity expert) as a key brand face. • Product facts up front: no sugar, low calories, high protein. • No flavor-first messaging. It was marketed as “The Perfected Protein Bar,” not a snack. These direct, tool-first positioning spoke to performance-focused buyers. 3️⃣ Controlling the Ingredient Supply Chain David secured their moat by: • Acquiring Epogee, the supplier of EPG, a novel fat replacement that gives mouthfeel without calories. • Locking up 100% of Epogee’s capacity for two years, cutting off competitors. • Triggering an antitrust lawsuit that amplified their brand visibility even more. For David, control of the ingredient wasn’t just a supply chain decision. It became a strategic advantage baked into their story. 3️⃣ The Funnel Breakdown: From Buzz to Purchase • Top of Funnel: Waitlist virality, influencer seeding, UGC. • Middle of Funnel: Micro-influencer educational posts, gym reviews, startup founders sharing “the macros.” • Bottom of Funnel: Direct-to-consumer bundles, upsell offers, gamified checkout experiences. Once retail scaled, they expanded into 3,000+ locations while maintaining DTC control. RESULTS: • $1M+ in sales within week one. • Forecasted $140M+ in year one revenue. • $85M+ raised, plus full control over their key ingredient. • Category-defining presence with a product that didn’t exist before. From stealth waitlist to national retail to monopolizing supply, David Protein didn’t just launch a bar. They engineered a system.

You’re not immune to seasonal dips. No brand is. But if your revenue completely disappears outside of Black Friday, your strategy is off. Here’s how to keep cash flowing year-round without discounting yourself into the ground: 1. Sell with the seasons. The calendar gives you 365 days of opportunity, not just Q4. Tap into summer essentials, winter upgrades, fall refreshes, and spring cleanouts. Prioritize seasonal relevance. 2. Ride the wave of real-time trends. Big brands plan months ahead. Smart brands move fast. Tie your marketing to sports events, cultural moments, and trending topics to stay relevant without discounting a thing. 3. Make old products feel new. Your audience doesn’t know your catalog like you do. Reintroduce past best-sellers, highlight what newer customers missed, and give old collections a fresh spin. What feels repetitive to you is brand new to most of your list. 4. Turn shopping into a game. People love a chase. Create mystery gifts, hidden discounts, or an “Easter egg” product that’s 60% off for those who find it. If you make buying fun, customers engage without expecting discounts. 5. Borrow another brand’s audience. Stop marketing in a vacuum. Partner with complementary brands for joint giveaways, co-branded drops, or content swaps. You both win without slashing prices. 6. Educate instead of discounting. Quiet months are the best time to teach customers how to use your products, why they matter, and what makes them better. A well-educated customer doesn’t need a discount to convert. 7. Sell more to the customers you already have. Cross-sell complementary products, bundle best-sellers, and use personalized recommendations. More revenue, no extra ad spend. Stop blaming the “slow season.” Most of your audience doesn’t see every email, and even fewer remember past campaigns. Reuse successful promos, past partnerships, and old drops with a new spin.  What feels redundant to you is brand new to most of your list.

How One Amazon Listing Grew from $42K → $131K/month 📈 Without Increasing Ad Spend A supplement brand came to us stuck. Strong product. 4.5★ rating ⭐ Revenue flat for 7 months. Audit findings: • 78% of ad spend on broad terms like: protein powder pre-workout Creatine • Ranking #35–#60 for high-intent searches like: creatine monohydrate gummies for men sugar-free creatine gummies post workout recovery gummies • Title chasing volume instead of buyer intent ❌ • Indexed for 2,400+ keywords, but only 140 driving real sales What we changed (organic signal first) 🔍 → Rebuilt keyword map around intent clusters → Structured listing around converting search terms: • creatine gummies for muscle recovery • easy-to-digest creatine supplement • creatine gummies with no artificial sweeteners → Focused ranking push on 22 long-tail keywords with purchase intent 🎯 → Category + BSR alignment for supplement sub-niches → PPC used only to reinforce organic ranking signals (not replace them) Results in 90 days 🚀 • Revenue: $42K/month → $131K/month • Organic sales: 46% → 71% • Top 10 rankings: 6 → 29 keywords • Conversion rate: 9.8% → 16.4% • Ad spend: ↓ 18% No tricks. No aggressive launches. Just matching keywords to real buyer intent and letting organic signals compound 📊 Most brands chase big keywords because they look impressive. The real growth comes from owning specific searches that actually convert 💰 Curious 👇 Are your top keywords driving profitable sales… or just traffic that looks good on a report? #AmazonSEO #AmazonFBA #AmazonGrowth #OrganicRanking #KeywordStrategy #eCommerce #AmazonSeller #AmazonListingOptimization

I’ve helped 5 eCom brands exit for ~$500m. The acquirer always wanted lower CPAs: So we pull 8 levers: 1. Creative → Target ~1 new concept per $10k in monthly spend. → At $500k/mo, that's 50 concepts. → 70% video (top of funnel, builds awareness) → 30% static (bottom of funnel, closes sales) That's 35 video concepts, 15 static concepts. Then 2-3 hook variations per video, and 5-8 variations per static. That's roughly 70 videos and 90 statics. Cut 70%+ of creatives before they hit two weeks. Your top 1-2% of ads should drive ~50% of spend. In most accounts, 70-80% of creative continues performing month-over-month. That means: → To maintain: replace 20-30% monthly → To grow 20%: replace churn + add 20% more volume 2. Media buying There are three actions that cut CPA without new ads: → Pause or spend-cap everything above target CPA → Retest old winners with new copy, headlines, landing pages → Scale the top 1-2% to take ~50% of total spend 8-figure brands can cut CPAs by 50% with media buying alone. Keep testing budget under 20% of total ad spend. Limit budget changes to 10-15% max, but make changes twice as often. 3. Website optimization The benchmarks: → CVR: 3%+ (top 10% hit 4.7%+) → Add-to-cart: 7-10% → Checkout completion: 60%+ Sometimes a landing page with 10% higher CPA leads to faster repurchases and higher LTV. 4. Subscription optimization The targets: → Monthly subscription churn: under 7% → 12-month retention: 40%+ → Repeat purchase rate: 30%+ The lever is segmentation: → Subscription vs one-time buyers → 4 week vs 8 week vs 12 week frequencies → Product categories → Acquisition channels The gap between 2x and 4x purchase frequency is a 2x LTV multiplier. 5. CRO Target email opt-in: 2-5%. Run distinct landing pages for each avatar. Example avatars for a supplement brand: → General nutrition → Gut health → Weight loss 6. Tracking optimization Click-based attribution overvalues lower-funnel performance by up to 250%. Top-of-funnel creative can drive 13X more incremental acquisitions than bottom-of-funnel. Click attribution will tell you the opposite. Post-purchase surveys catch what click attribution misses. Track individual nCAC on every ad you run. 7. Ad copy and headlines Ad copy can boost performance by 30%. Give creators selling points, not exact scripts. Target: → 40%+ hook rate → 2%+ CTR → 2-3 hook variations per video concept minimum 8. Data reporting and analysis Know two numbers: Maximum spend (company stays profitable): → Gross margin - OpEx = maximum marketing spend % → Example: 50% margin - 10% OpEx = 40% max Target spend (customer stays profitable): → Project 3-month customer profitability = your target CPA → Example: $55 AOV, $30 first purchase profit, $39 at month 3 = $39 target CPA End of the day, acquirers want: → Profitable customer acquisition → Reliable new customer growth for 3+ years → LTV and margins optimized

Before: Gym-bros. After: Every day people who care about their health. Result? 282% growth in monthly revenue. In early 2024, this brand came to us with solid traction in a niche audience, think high-protein macros, muscle recovery, and bodybuilding lingo. But our teams deep research showed something very different: Their real growth potential wasn’t in gyms. It was among busy, health-conscious adults who wanted convenience, nutrition, and taste. So we did what most brands don’t: We stopped guessing and started listening. Step 1: Deep Consumer Research (Not Just Surveys) We went beyond surface-level insights: ✅ Poured through past survey data ✅ Analyzed 100s of customer support tickets ✅ Reviewed post-purchase survey feedback via KnoCommerce ✅ Had the founders call customers to uncover why they really bought ✅ Cross-referenced with Google search data to understand intent Insight: 60%+ of their customer base wasn’t fitness-focused - they were professionals, busy parents, women 30–50 who just wanted a quick, tasty, healthy option. Step 2: Repositioning the Product Around Real-World Value We rewrote the narrative from “macros & muscle recovery” to: - “Delicious, healthy breakfast in under 30 seconds” - “A filling, guilt-free way to start your day” - “Keeps cravings down. Keeps energy up.” We rebuilt creative to match: 🎥 UGC + Reels from real customers, not influencers 🧾 Copy that focused on feelings (satiety, ease, flavor) 👩 Lifestyle ads: women eating on-the-go, at work, with kids The same product. But it finally spoke to the people actually buying it. Step 3: Creative x Media Buying Synergy Most brands create ads in a vacuum. We built a feedback loop between creative and media buying. Here’s how: ✅ Creative briefs were built using top-performing hooks and past winners ✅ Weekly reviews to identify top performance drivers and drop-offs ✅ Modular creative approach: Swappable hooks, offers, CTAs Result? 35% higher engagement and 28% lower CPA with Reels vs. static. Step 4: Strategic Scaling, Not Spray & Pray We scaled winners slowly: +20-30% budget every 2–3 days Doubled down on ASC+ and segmented campaigns by persona Recycled & refreshed past winners for retargeting Built persona-specific landing pages aligned with the new messaging We didn’t just “spend more.” We created a scalable system. Step 5: Conversion Rate Optimisation & Offer Testing We: ✅ Built new landing pages per persona (conversion uplift: +18%) ✅ Simplified navigation for first-time buyers ✅ Introduced tiered discounts to increase AOV ✅ Raised site speed scores from 13 → 66 (mobile) 💥 Results: 282% increase in monthly revenue YoY $595k revenue in February 34% increase in subscriptions 22% drop in CPA If your brand has plateaued or you're only speaking to one version of your customer, you're leaving scale on the table. We’ll show you how to unlock it. 💬 DM me “growth” and I’ll share how we can help you unlock your next phase of Growth 🌱