The Big Picture
Key challenges
- Every device is its own launch, with its own audience, claims and competitive set
- Marketing volume most agencies never see from a single client
- A second country to stand up — Canadian campaigns, site presence and provider listings
- Bot traffic polluting the analytics the reporting depended on
Key results
- 923 projects delivered in three and a half years, peaking at 431 in a single year
- Six devices launched: PHYSIQ, VirtueRF, Motus, Quanta, Subnovii and Skinwave
- Site users up 103% and new users up 102% through the first half of 2021 (Google Analytics)
- Conversion rate up 21% in July 2021, in a month when spend was cut 16% (Google Ads)
Key services
- Website design and development, including a dedicated product site
- Product-launch marketing: landing pages, launch and coming-soon sequences
- Paid search across brand and non-brand
- SEO and organic reporting
- Print, collateral and trade-show materials
- Brand system and dynamic logo set
- Provider Finder build
The story
Cartessa Aesthetics brings aesthetic medical devices to the North American market — licensing technology from manufacturers around the world and putting it in front of the providers who buy it. Every device is a separate launch, with its own audience, its own claims and its own competitive set.
Between 2018 and 2022, Southern Tide Media ran that marketing operation.
It started with foundations: a brand system and dynamic logo set, then the company’s main website rebuilt on WordPress. What followed was volume of a kind most agencies never see from one client — 923 project threads in three and a half years, including 372 in 2020 and 431 in 2021. More than one finished piece of work every working day, for two years straight.
Most of it was launch work. PHYSIQ, VirtueRF, Motus, Quanta, Subnovii and Skinwave — each new device needing product pages, landing pages, launch and coming-soon sequences, trade-show collateral and a paid program to put it in front of practices. PHYSIQ alone grew past a product page into its own site. 217 website and page builds. 40 landing pages. 48 print and collateral pieces. 33 trade-show and event projects.
Underneath the launches ran the machinery: a Provider Finder so patients could locate practices carrying the devices, a paid search program across brand and non-brand, SEO, and a reporting rhythm of weekly agendas and monthly performance reviews. When bot traffic started polluting the analytics, that got fixed too — because the reporting was only worth the decisions it drove.
Then the company expanded into Canada, and the whole apparatus was rebuilt for a second market: Canadian campaigns, a Canadian site presence, Canadian practices in the Provider Finder.
The numbers moved the right way. Through the first half of 2021, site users were up 103% and new users up 102% (Google Analytics). In July 2021 the program delivered a 21% lift in conversion rate in a month when spend was cut 16% (Google Ads) — more result from less budget, which is the only efficiency claim that really counts. These are month-over-month and half-year snapshots from the client’s own reporting, not audited annual results.
From brief to results
The challenge
Take a stream of newly licensed aesthetic devices to market in the US and then Canada — each one a separate launch, all of them at once.
The solution
Build the foundations first — brand system, website, Provider Finder — then run launch marketing as a repeatable production line: pages, sequences, collateral, trade shows and paid, device after device.
The results
923 projects in three and a half years, six devices launched across two countries, and a paid program returning more from less budget.
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