Boosting Revenue Growth for Online Healthcare Clients🎯
Join us on our mission to reshape the affiliate journey🚀
This blog series showcases how we drive incremental growth for our clients across a range of industries, from Ecommerce and healthcare, to fintech—spanning the US, Europe, and the UK. Discover how we make affiliates and partnerships the cornerstone of every ambitious brand's success.
In 2023, we partnered with a UK-based leading online healthcare brand. Tasked with transforming their affiliate programme into a cost-efficient, high-growth channel, we delivered a staggering 180% year-on-year revenue increase while slashing their overall CPA by half. Here’s how we did it.
Objectives
To help this client achieve their growth ambitions, we set three primary goals🎯
- Streamline the Affiliate Programme: Transform the programme into a leaner, more cost-efficient channel by shifting away from costly influencers and top of the funnel spend, which wasn't resonating with the target audience their previous approach of costly influencer campaigns and top-of-funnel spending.
- Maximise Revenue Growth: Focus on driving volume for the brand’s core clinics while significantly reducing the programme CPA (then at £30) by at least 50%.
- Leverage Data-Driven Insights: Maximise the data passed through tracking to optimise performance and drive growth in the most efficient way possible.
Our Approach
1. Introducing Product-Level Commission Groups: We identified product-level commission groups as the most effective way to optimise core clinic performance. By assigning CPAi rates (Cost Per Acquisition increase) to specific products, we gave the client more control over spend allocation.
This approach allowed us to:
- Focus on high-value products and services with greater revenue potential.
- Respond quickly to competitors’ cashback offerings by adjusting rates on individual products.
- Effectively utilise cashback sites to drive higher-value purchases.
2. Partner Communication and Technical Implementation: Implementing this strategy came with its fair share of technical and logistical challenges. We conducted extensive outreach to ensure all affiliate partners, cashback platforms, and loyalty sites were updated with the new commission structure.
On the backend, we collaborated with the client to identify and pass the correct data points into the tracking system, enabling more granular insights and improved decision-making.
Overcoming Challenges
Adopting a new affiliate strategy is never without obstacles, and this programme was no exception. From refining the technical setup and conducting extensive outreach to publishers to re-educate them regarding updates, to ensuring cashback and loyalty sites were consistently updated with new rates, the process demanded close collaboration and agility.
However, the shift to product-level commission groups and targeted incentives proved critical in overcoming these challenges, ensuring we could:
- Incentivise key partners with tailored rates.
- Maintain a competitive edge through dynamic cashback adjustments.
- Negotiate from a strong standpoint with voucher partners.
The Results
Our approach delivered transformative results📊
- CPA Reduced by Over 50%: The programme’s average CPA dropped from £30 to just £14, making it significantly more cost-efficient.
- 180% YoY Revenue Growth: The affiliate channel saw a dramatic uplift in revenue, far exceeding expectations.
- AOV Increased by £33: Enhanced cashback offers on high-value products encouraged larger transactions and improved the overall Average Order Value.
Why It Worked
Ultimately, shifting to product-level commission groups was a game-changer for our client’s affiliate programme. By focusing on leveraging strategic partnerships, we unlocked key growth levers that enabled:
- Greater control over spend allocation.
- Improved cashback and incentive structures.
- Stronger negotiation positions with affiliate partners.
This case study is proof that the right affiliate strategy, built on expert insights and full-funnel optimisation, can deliver exceptional results.
Let’s Write Your Success Story
We specialise in crafting full-funnel affiliate marketing strategies that drive incremental growth for your brand. We’ll help you connect with your audience, increase conversions, and build long lasting partnerships. Let’s talk about how we can optimise or launch your affiliate programme, simply fill out our contact form to get started!
