How We Cut CAC by 50% and Scaled Health App Signups by 4X in Under 5 Years

• Account takeover: March 2019

   

• Niche: Telemedicine

   

• Country: Germany / EU Region

   

Before I share the massive growth we achieved, here’s some context…

We’ve worked with over 40 health and wellness startups, managing ad budgets of over $2.5M monthly across platforms like Facebook, Google, and programmatic ad networks.

When Medlanes, a European telemedicine provider, came to us in 2019, they were facing several hurdles: low trust, outdated brand identity, and sky-high customer acquisition costs averaging over €100 per user.

What Does Our Client Offer?

Medlanes is a B2C telemedicine platform offering virtual consultations, symptom assessments, and insurance-integrated digital health services.

Patients can:

• Book video consultations

   

• Get e-prescriptions

   

• Receive diagnostics at home

   

They operate in heavily regulated regions (Germany and the EU) and work with major health insurers.

The Rebrand That Cut CAC by 50%

When we took over in March 2019, the first thing we noticed was a major branding mismatch.

Their visual and copy messaging looked too “corporate-medical” and cold for modern users. Even worse, many ads sounded generic and unconvincing.

We initiated a complete rebrand:

• Visual revamp: friendlier UI and modern logo/colors

   

• Tone shift: moved from clinical to empathetic messaging

   

• Brand persona: presented Medlanes as a trustworthy digital doctor, not a tech firm

   

Result?
CPC dropped by 38% within 2 months. CAC dropped from €108 to €54 in under 6 months.

How We Scaled App Downloads and Sign-Ups

Once brand trust was rebuilt, we implemented a full-funnel marketing strategy.

1. Multi-platform horizontal scaling

We didn’t just rely on Facebook. We layered in:

• Google Display (geo-targeted to urban EU cities)

   

• YouTube Pre-rolls with educational video ads

   

• Instagram Reels showcasing real patient journeys

   

Each network targeted a different stage of the funnel.

2. Event-based optimization

We switched from CPL goals to CPR (Cost Per Registration) and CPA (Cost Per Appointment) tracking.

This ensured we didn’t just gather leads—we gathered quality ones.

3. Video-first creatives

Our most effective creatives?

• Doctor introductions

   

• “How it works” in 60 seconds

   

• Patient testimonials

   

Video ads increased conversion by 41% compared to static creatives.

The Messaging Shift That Transformed User Behavior

Initially, we ran ads focused on:

“24/7 Doctor Access. No Waiting Rooms.”

They performed well but didn’t retain users.

We tested new messages around:

• Peace of mind

   

• Family wellness

   

• Integration with public health systems

   

Our winning headline?

“Your Health. Just One Tap Away – Fully Covered by Insurance.”

It combined urgency, comfort, and affordability—speaking directly to our target market.

Results After 4.5 Years (2019–2023)

• Reduced CAC by over 50%

   

• Increased app sign-ups by 4x

   

• Session-to-booking conversion improved from 17% to 42%

   

• Revenue grew by 3.8x

   

• Now advertising across 6 countries in Europe

   

Want Results Like These?

Digital health is booming—but competition is fierce. The right strategy can cut costs, build trust, and multiply revenue.

Let’s talk about how we can do this for your health brand.