AlphayMed Growth Case Study
How we scaled an FDA-cleared physiotherapy device from pre-revenue MVP to $2.4M ARR in 12 months through data-driven growth strategy and direct-to-consumer pain-relief device marketing.
Project Overview
Product
AlphayMed – FDA-cleared handheld physiotherapy device for chronic pain and post-injury rehab
Region & Channel
DTC e-commerce, U.S. & Canada
Timeframe Covered
Q1 2021 → Q1 2022 (12 months)
Team Size
1 founder + 5 remote specialists (media buyer, CRO lead, copywriter, CX agent, logistics partner)
Starting Line
Pre-revenue MVP and 300-person wait-list
North-Star Goal
Hit €1M / $2.4M ARR without outside funding and keep margins above 13%
12-Month Results
Strategy Breakdown
Market Research & Positioning
What We Did
Conducted 50+ customer interviews, analyzed 12 direct competitors, and identified key pain points in the physiotherapy market. Positioned AlphayMed as the "professional-grade device for home use."
Outcome
Clear product-market fit with 3.2× higher conversion rates compared to generic positioning.
Paid Media Strategy
What We Did
Launched Facebook & Google Ads with medical pain-relief targeting. Created video ads featuring real physiotherapists demonstrating device effectiveness. Optimized for Cost Per Acquisition (CPA).
Outcome
Scaled to $180k monthly ad spend at 4.2× ROAS average.
Conversion Rate Optimization
What We Did
A/B tested 47 different elements including headlines, product images, testimonials, and checkout flow. Implemented urgency elements and social proof throughout the funnel.
Outcome
Improved conversion rate from 1.8% to 4.1% (128% increase).
Health-and-Wellness Funnel Optimisation
What We Did
Signed 16 physio & sports-medicine creators on TikTok & Instagram; negotiated CPA-plus-commission deal for "before/after mobility test" content.
Outcome
Influencer marketing drove 22% of total sales at ROAS 6×.
Email Marketing & Lifecycle
What We Did
Built automated email sequences for onboarding, cart abandonment, and post-purchase follow-up. Created educational content about pain management and device usage.
Outcome
Email marketing generated $320k in revenue with 28% open rates.
Key Learnings
- ✓Medical device marketing requires trust-building: Real testimonials and professional endorsements outperformed generic marketing copy by 3×.
- ✓Video content is crucial for complex products: Product demonstration videos had 4× higher engagement than static images.
- ✓Lifecycle marketing drives profitability: Post-purchase email sequences contributed 24% of total revenue with minimal ad spend.
- ✓Niche influencers > mega influencers: Physiotherapy micro-influencers (1k-10k followers) had 6× better ROAS than larger general health influencers.