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Book a free call →One Health is a New York-based telehealth platform offering video and phone consultations with licensed doctors. Subscriptions had plateaued at around 400 per month — and the team needed meaningful growth, fast.
The core difficulty: healthcare is a high-consideration category. People don't subscribe to a medical service on first exposure. Trust has to be built before conversion is even possible — which means a single-channel, single-message approach was never going to work.
The brief was to design and execute a paid media strategy that could drive a 30% increase in subscriptions — roughly 120 new subscribers — within a single month, while simultaneously strengthening brand trust and reach.
Rather than pushing every channel toward conversion, I mapped each platform to the stage of the customer journey where it could genuinely do its best work.
Introduce One Health to cold audiences. Make the brand feel human and credible before asking for anything.
Reach people actively searching for telehealth solutions. Educational, reassurance-led messaging.
Retarget users who engaged at awareness and consideration stages with a clear, low-friction subscription offer.
💡 The core principle: Social media builds the audience. Search captures it when intent is highest. Retargeting converts it. Each channel doing one job well — not all channels doing every job poorly.
Meta (Facebook & Instagram): Three campaign types ran simultaneously — group subscriptions, partner subscriptions, and personal subscriptions — each with video, carousel, and static creative variants. Creative strategy focused on accessibility and trust: real doctors, relatable scenarios, messages like "Doctor visits without the waiting room."
Google Search: Bid on high-intent healthcare keywords — "online doctor," "telemedicine," "virtual doctor consultation" — with ad copy built around speed, convenience, and legitimacy.
YouTube: Upper-funnel video ads built around emotional reassurance, addressing the fear and scepticism at the heart of healthcare decision-making. YouTube's role was to warm cold audiences and support Search performance downstream.
💡 Key insight: Social delivered higher volume; Google delivered higher efficiency. YouTube's 9.09% conversion rate suggests that video-led trust-building at the awareness stage directly supported downstream conversion in a way static formats couldn't replicate.
| What was tested | Platform | Winner |
|---|---|---|
| Engagement-focused vs product-first creatives | Meta | Engagement-focused — stronger at awareness stage |
| Broad match vs exact match keywords | Google Search | High-intent exact match — more efficient conversions |
| Static vs video retargeting formats | Retargeting | Video — higher engagement among warm audiences |
| Group vs personal subscription framing | Meta | Group framing — 710% ROI vs lower individual rates |
The results show something that holds across almost every high-consideration category: trust drives performance, not just traffic. The channels and formats that invested in building credibility first consistently outperformed those that went straight for the sale.
Book a free call and let's talk about what a strategy like this could look like for your business — no jargon, no pressure.
Book your free call →📋 This project was completed as part of a structured digital marketing programme. The brief was based on a real-world telehealth scenario; all strategic decisions, campaign structures and analysis were produced by our team.