Comprehensive Case Study

Transforming Digital Marketing for an AI-Driven Non-Wearable Fall Detection Leader

Introduction

Our client—a pioneer in AI-driven, non-wearable fall detection technology—offers a groundbreaking solution that detects falls in real time without the need for wearables. Despite the innovative product, their previous digital marketing strategy was misaligned with key decision-makers, resulting in low-quality leads and inefficient ad spending. We transformed their digital approach by realigning target audiences, creating resonant creative content, and implementing a multi-channel strategy using Meta lead generation, education, awareness and remarketing campaigns, Google Ads, SEO, and content marketing. This comprehensive solution addressed B2C and B2B segments, ensuring optimal lead quality, accelerated conversions, and improved budget efficiency.

The Problem

Misaligned Audience Targeting:

B2C Issues: Previous campaigns targeted seniors aged 65+ new to iPhones, missing the true decision makers—daughters (aged 45-65), occupational therapists, and individuals responsible for home care package decisions, including those involved in Commonwealth Support Home Support Packages.
B2B Oversight: Critical segments such as aged care facilities, allied health professionals, and disability support providers were not adequately targeted.

Inefficient Messaging & Creative:
Creative assets and messaging failed to resonate with the intended audiences, resulting in low engagement and poor lead quality.

Budget Inefficiency:
Misaligned targeting and ineffective messaging led to high lead acquisition costs and wasted ad spend across channels.

The Solution

B2C Focus:
Refocused targeting on daughters aged 45-65 and occupational therapists who influence fall detection decisions.
Expanded the target to include decision makers for home care packages and Commonwealth Support Home Support Packages, as well as families and carers engaged with NDIS-related support.

B2B Focus:
Developed dedicated campaigns for aged care facilities, occupational therapists (in a professional capacity), allied health professionals, and disability support providers.

Advanced Lookalike Audiences:
Imported current customer data into Meta and created refined lookalike audiences at 2%, 5%, and 7% to reach high-quality prospects and ensure optimal budget efficiency.

Resonant Messaging:
Developed creative assets—including videos, carousel ads, and static images—that clearly communicated the product’s unique benefits (AI-driven, non-wearable, real-time fall detection) tailored to both B2C and B2B audiences.

Content Marketing:
Launched a comprehensive content strategy featuring blog posts, video storytelling, and educational materials that highlighted fall risks, the innovation behind the technology, and its life-saving benefits.

Targeted Lead Gen Ads

Designed and deployed a robust Meta lead generation campaign featuring custom lead forms tailored to capture critical information from both B2C and B2B prospects.
Ensured that all ads carried the unified call-to-action (CTA) “Book Your Free Consultation Today”—specifically appealing to daughters, occupational therapists, and decision-makers in-home care and Commonwealth Support Home Support programs.

Optimised Audience Segmentation
Leveraged advanced targeting with refined lookalike audiences and demographic segmentation to maximise lead quality and reduce cost per acquisition.

High-Intent Keywords:
Crafted targeted Google Ads campaigns for both B2C and B2B segments using high-intent search terms such as “AI fall detection system,” “non-wearable fall detection,” “fall detection for home care packages,” “Commonwealth Support Home Support fall detection,” “NDIS fall detection technology,” and “occupational therapist fall prevention.”

Budget Efficiency:
Employed granular keyword targeting and optimised bidding strategies to capture leads actively searching for advanced fall detection solutions.

Remarketing Integration:
Coordinated with the Meta lead generation campaign to ensure consistent messaging and recapture interested users across platforms.

Website Optimisation:
Redesigned the website with a modern, user-friendly layout featuring clear calls-to-action and streamlined lead capture forms that reinforced the brand’s innovative approach.

SEO Enhancement:
Executed a comprehensive SEO strategy for both B2C and B2B segments on a national scale, optimising on-page elements (meta tags, headers, content) to boost organic search rankings.

Achieved a 132% increased site traffic through organic search, further supplementing the paid lead generation efforts.

Robust Remarketing Campaign:
Implemented a remarketing strategy on Meta to re-engage users who interacted with both the Meta lead generation and Google Ads campaigns, ensuring multiple touchpoints throughout the customer journey.

Consistent Messaging:
All remarketing creatives consistently featured the CTA “Book Your Free Consultation Today”, reinforcing the product’s value proposition and encouraging conversions.

Results

Enhanced Lead Quality & Accelerated Conversions
Refined targeting led to higher-quality leads, with both B2C (daughters, occupational therapists, and decision makers for home care/Commonwealth Support Home Support) and B2B leads converting faster with the sales team.

Optimised Audience Engagement
Precisely defined targeting improved engagement rates and campaign relevancy across all segments.

Substantial Cost Savings:
Leveraging advanced lookalike audiences and high-intent keyword strategies reduced Meta ad spend by 50%, maximising budget efficiency.

Stronger Digital Presence
The integrated approach—including the revamped website, enhanced SEO, and coordinated Google Ads and Meta lead generation campaigns—increased overall web traffic and improved organic search performance.

Organic Growth
The SEO strategy resulted in a 132% increase in site traffic nationally, bolstering the overall lead-generation efforts.

Robust Multi-Channel Success
The comprehensive strategy delivered a superior return on ad spend (ROAS), setting a new benchmark for lead quality in the AI-driven fall detection market.

Conclusion

By realigning the digital marketing strategy to target the true decision makers—including daughters, occupational therapists, and decision-makers for home care packages and Commonwealth Support Home Support—while implementing a robust Meta lead generation campaign alongside targeted Google Ads, enhanced SEO, and comprehensive content marketing, we transformed our client’s digital presence. This multi-channel approach not only enhanced lead quality and accelerated conversions for both B2C and B2B segments but also dramatically improved budget efficiency, establishing our client as the leader in AI-driven non-wearable fall detection.

Website Design and Development

Content Creation

Social Media Marketing

Search Engine Optimisation

Google Ads

Email Marketing

Transforming Digital Marketing for an AI-Driven Non-Wearable Fall Detection Leader

Introduction

The Problem

The Solution

Audience Realignment & Data-Driven Targeting

Creative Content Optimisation & Production

Meta Lead Generation Campaign

Google Ads Campaign

SEO & Website Revamp

Multi-Channel Remarketing

Results

Conclusion

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