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Mosh Breaks Barriers in Telehealth: 45% ROAS Growth with Voyantis
Highlights
Mosh is an Australian men's telehealth and wellness service offering solutions for medical needs, from mental health to skincare. In this regulated industry, new customers undergo a lengthy onboarding process, including a doctor consultation. With 3-month treatment plans and varying renewal rates, Mosh aimed to boost renewals and reduce the payback period from 12 months to 6 months.
For their UA campaigns, Mosh focused on the Customer Acquisition Costs (CAC) associated with quiz completions and email sign-ups but aimed to shift towards value growth and ROI by targeting higher-value customers from the start.
Mosh tested Voyantis' predictions for the likelihood of customers converting to a paid plan or subscription against their old tCPA goal, which focused on CAC for quiz completion and email sign-up.
Using value-based bidding and Voyantis' predictions, Mosh achieved a 45% growth in ROAS, a 26% increase in ARPU, a 31% rise in quiz-to-paid conversions, and a 14% decrease in CAC for first-plan sign-ups.
Moving forward, Mosh is looking to adopt Voyantis' predictions as a north star for all their marketing programs and decision-making.
"Telehealth is a complex and competitive industry with strict regulations on user acquisition. With Voyantis, we've begun recouping ad spend, achieving a 45% ROAS increase. We plan to leverage Voyantis' predictions as a guiding star for all our marketing strategies and decisions."
The Challenge
Your funnel without Voyantis
Your funnel with Voyantis
In this regulated industry, new customers face lengthy onboarding with doctor consultations adding friction to the conversion funnel.
With conversion events occurring well after the 7-day ad network conversion window, Mosh used quiz completions and sign-ups as proxy optimization events, focusing on the associated CAC.
Since not all customers convert to a paid account or renew after the first 3-month treatment period, sign-ups were a suboptimal event for predicting payback and acquiring high-value customers.
Mosh needs help creating predictions and learning how to effectively use value-based bidding campaigns to unlock high-value customers.
The Pilot
Mosh ran their campaigns on Google and A/B tested Voyantis' predictions for customer conversion to paid plans or subscriptions against their old tCPA goal, which focused on CAC for quiz completion and email sign-ups.
"Working with Voyantis has significantly accelerated our progress. Our growth team was able to focus on running campaigns while Voyantis handled all the planning, model building, and troubleshooting. Their expertise in optimizing Google bidding is unparalleled.”
How does it work
Data Processing & AI prediction model
Voyantis' AI engine analyzes Mosh's unique customer behaviors and attributes, correlating them with conversion trends to construct a specialized prediction model designed exclusively for Mosh.
Privacy First
Voyantis leveraged Mosh’s first-party, PII-free, anonymized data, including quiz responses, for this model.
Google and Meta Orchestration
Predictions at the user level, are fed to Google using Google’s server API enabling Google to optimize campaigns for tROAS using value based bidding.
Quality Verification
The model is constantly tested and verified by the Voyantis AI engine to generate the highest accuracy of future predictions and adapt for future upgrades of the Google algorithms.
The Impact
The results of the pilot clearly indicate the advantage using value predictions for improving campaigns outcomes.
ROAS Uplift
Growth Improvements
Using value-based bidding with Voyantis' predictions, Mosh achieved an unprecedented 45% growth in ROAS, a 26% increase in subscribers' ARPU, and a 31% boost in quiz-to-paid conversions.
Cost-Cutting
Voyantis' predictions not only supported growth and revenue goals but also lowered CAC, resulting in a 14% decrease for first-plan sign-ups.
Time to Value
Mosh transformed their growth KPIs within 8-12 weeks with minimal effort from their team, thanks to Voyantis' comprehensive support from planning to execution. Voyantis provided precision models, campaign planning, and strategy.
"The health space is highly regulated, and consumer privacy is paramount. Voyantis offers an extremely high level of privacy and security compliance. By focusing on completely anonymized data points, they were able to provide us with privacy safe yet highly accurate insights, which was a game changer for us."
