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Research Outline
Prepared for Kevin M. | Delivered January 7, 2020
DTC Companies
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Goals
Gain an understanding of how DTC companies Keeps, Cove, and Evens are marketing to consumers, specifically using strategies prioritizing ROI over customer acquisition
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Early Findings
Keeps
Hair loss solution company Keeps reports nearly
60% month-over-month
growth since their launch in early 2018.
Customer retention rates for the DTC company are
over double
that of leading hair loss brands that employ a traditional sales model.
The focus the company has used is around the combination of i
mmediacy and high quality care
, with a customer being able to receive a diagnosis and plan within an hour, vs. the average wait of
32 days
to see a dermatologist.
The company has used this unique ability to increase access to medical expertise and give users more power over managing their treatment to
stand out over other companies.
In addition to digital marketing and social media, Keep launched
TV ad campaigns in 2018
to reach their target market.
Cove
Cove, founded by the Keeps team, has
a similar method
of targeting consumers, by offering a more affordable and accessible migraine solution.
The company recognized the need for easier migraine solutions, and offers
$30 virtual consultations
that allow them to stand out over traditional medical options.
The
brand name Cove
is also meant to convey the foundations of the strategy, providing migraine sufferers a calm, easy path to relief, similar to a cove as a place protected from the waves of the sea.
Cove
uses Instagram
as part of their marketing strategy, referring to the condition rather than the treatment in order to adhere to the platform's guidelines.
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