Driving growth and brand awareness: How a women's telehealth startup partnered with a multivitamin brand.
Timeline: Sept. 2019 – Feb. 2020
Role: Project Lead, Brand Partnerships Manager
Team:
1 Video Producer
1 Social Media Manager
1 Designer
1 Logistics Manager
2 Growth Team Members
In 2019, Pill Club partnered with Ritual Vitamins to deliver an innovative growth marketing campaign aimed at driving customer engagement and acquisition. By combining product sampling, content marketing, and paid social strategies, the campaign not only delighted users but also supported Pill Club's mission of empowering women through accessible healthcare.
The Objectives
Delight users with exclusive product offerings.
Drive conversions and encourage new sign-ups with efficient and scalable cost-per-acquisition metrics.
Boost user engagement and retention through organic and paid social content.
The Timeline
The Deliverables
Amplifying Brand Reach Through Strategic Partnerships
I crafted a multifaceted marketing strategy designed to boost brand visibility and drive engagement across multiple channels. The approach spanned direct mail, content marketing, organic & paid social media, and innovative partnership initiatives.
Direct Mail Crafting a personal touch was important to me and the Pill Club brand to ensure an exclusive and exciting experience in each care package delivery. For the January partnership, we included custom-branded vitamin sample packs provided by the partner, as well as a special promo code offering an exclusive discount and encouraging future purchases.
Content Marketing Next, I leveraged Pill Club’s robust content marketing capabilities including:
A feature in our Pillow Talk email newsletter, reaching an audience of over 200K subscribers.
A spotlight in Pill Club’s blog to share the partner’s story and values with a larger readership.
A post on the Pill Club Facebook group, Pill Pals, to announce and discuss the exclusive partnership, and ramp up engagement and excitement.
All of these efforts included direct backlinks to the partner’s website, complete with UTM parameters to track engagement and conversions.
Paid Social With the help of Pill Club’s in-house creative team, we produced content for several paid social campaigns including:
Two dynamic video ad campaigns, designed to be thumb-stopping and spark interest in our partner’s offerings.
Two static image ad campaigns, optimized for the quick attention spans of the Pill Club’s target audience and designed to drive immediate conversions.
Organic Social We also maximized Pill Club’s organic social presence, ensuring our partner received exposure to our social community with:
Posts across Pill Club’s Facebook (71K followers) and Instagram (232K followers) feeds, as well as Instagram Stories.
Each respective post included a swipe-up link with a custom URL, including UTM parameters to track performance.
We also co-hosted a giveaway and a livestream event, further amplifying reach and interaction with both brand’s audiences and beyond.
By strategically combining these efforts, we were able to deliver a cohesive, cross-channel campaign that enhanced brand visibility, engagement, and conversions for both brands.
The Challenge
Balancing Innovation With Compliance: Navigating Telehealth Regulations While Collaborating With a Vitamin Brand to Enhance the User Experience
As a telehealth company, Pill Club was committed to providing safe and accessible healthcare. We came across a unique challenge when it came to how we approach the marketing strategy with Ritual. Vitamins fall under dietary supplement guidelines with fewer regulatory constraints compared to the FDA and pharmaceutical regulations in the telehealth industry.
Our collaboration meant the ability to offer an exciting opportunity to surprise and delight patients with a wellness product, but it also meant navigating two complex regulatory landscapes.
The Solution
How Could Pill Club Integrate a Vitamin Sample Seamlessly and Safely Into the Patient Experience While Upholding the Highest Standards of Compliance?
The solution was to approach the campaign with careful planning and clear communication. As the driver and marketing liaison, I worked with our clinical, pharmacy, and design team to craft a Pill Club branded disclaimer card to be included in every package reminding patients to consult with their primary healthcare providers before trying the vitamin sample. This proactive measure meant we could provide transparency and helped reinforce patient trust.
Pill Club was dedicated to prioritizing patient safety and we wanted to ensure that the overall collaboration and user experience was thoughtful and engaging. This resulted in a campaign that not only delighted users but also paved the way for a responsible plan in place for future collaborations with different brands with similar challenges.
The Results
Awareness: Campaign assets reached diverse audiences via targeted social media ads.
Conversions: Delivered engaging user experiences that enhanced sign-up rates.
Learnings: Collaboration across teams and platforms was key to success, while A/B testing campaigns helped refine strategies for future company growth and brand partnerships.
For the first time in Pill Club history, we were able to produce and build a campaign with our biggest and most exclusive, limited-time brand collaboration.
The video announcement was a huge A/B test for the team that helped create buzz and boost engagement on our social media platforms before the big product drop in our January care packages. We knew this partnership deserved something special, so we invested our marketing budget for the month into our organic and paid social channels to spread the word. I worked with our Social Media Manager to create teaser posts and IG Stories to engage our existing followers. I also collaborated heavily with our Growth team to put ad spend behind all our co-branded assets to help us reach new audiences. The integration was seamless, with dynamic content across multiple platforms building excitement and driving sign-ups.
Existing users were inspired to refer friends and family, helping us reach new patients eager to get their hands on the co-branded care package. Meanwhile, our paid social campaigns amplified this momentum, capturing sign-ups from fresh audiences in record time.
What did I learn?
Collaboration: This project was a great example of teamwork. I worked closely with marketing, operations, and patient care to ensure the messaging aligned with our brand and met compliance standards. Everyone’s input shaped the final creative, making it both engaging and true to our values.
Adaptability: I learned how to navigate differing priorities between teams, especially in telehealth, where marketing and medical teams often have different goals. I focused on managing expectations and finding the best solutions based on our capabilities.
Creative Production: Though I had experience in many roles at Pill Club, this was my first time as on-screen talent working with a Creative Producer and a bigger budget. It was a valuable learning experience and I gained new insights into the production process thanks to our producer’s background in the film industry.