Medical alert systems · 2023 → 2024 · A/B testing · Server-side tagging · Email automation
The situation
ATC Alert is a leader in medical alert systems: award-winning monitoring centres, 24/7 protection, mobile alerts and smartwatches, built to keep people safe and independent, especially later in life. Its digital marketing hadn't kept pace: the ads led with the device and its price, and the tracking couldn't reliably tell the ad platforms what worked.
What we did
- A/B-tested the messaging. The first variants led with the good pricing and the low one-time equipment fee of the medical alert watch; the tests moved us to the value of the subscription and the service behind it. Testing ran through variant G, refining calls to action and copy each round.
- Introduced server-side tagging, which gets past common cookie blockers and sends accurate conversion data to Google Ads (through Google Analytics) and to the Facebook Pixel.
- Designed the ad creatives, so each one leads with what the service does for the customer.
- Ran email marketing in Mailchimp, connected to Chargebee: when a customer buys, their segment and audience update automatically, so no one gets emails that no longer apply.
What moved
The shift from product-centric to service-centric messaging connected better with the audience, and the cleaner conversion data made the campaigns cost-effective: the original case study reports an average spend of €5–6 on Facebook and around €10 on Google. The email programme raised interest and sales.
And since
ATC Alert is a different company from ATC Healthcare, the staffing network whose brand system we rebuilt.