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MACUHEALTH

Industry

Health Medicine

Location

US

Timeline

2006 – Ongoing

Brand Overview

MacuHealth, a Michigan based company, was founded in 2006 by entrepreneur Frederic Jouhet with a vision to develop and distribute consumer-based nutraceutical technologies that will improve quality of life and prevent disease.

MacuHealth is passionate about protecting people from blindness and about optimizing visual performance. This passion is accomplished through proprietary and patented supplement formulations that are designed specifically to rebuild macular pigment.

Our motto “Embrace the Science” is deeply rooted in guaranteeing absolute freedom and control to the scientists over both research and publication. Our research has also shown that for individuals with healthy eyes, diseased eyes with AMD, and for those with Alzheimer Disease, when the macular pigment is maximized, visual performance improves – in particular contract sensitivity and reduced glare from blue light.

My Amazon Guy Services

  • Marketing
  • Video
  • Lifestyle Images
  • Infographics
  • Advertisement
  • Platform Management
  • SEO Optimization
  • Brand Content

The Challenges

Improving Customer Experience – MacuHealth is a brand well known, however, the sales on Amazon were mostly by resellers. This meant that customers were obtaining a subpar experience, and not in accordance with the brand standards.

New Product Launches – MacuHealth has a new pipeline of products that require a strategic plan to be launched and gain market share in a competitive market such as Amazon’s.

PPC – No campaigns to grow market share and keep away competitors from MacuHealth listings were not available.

Conversion Rate – People that already knew MacuHealth were purchasing the product, thus, there was a lot of potential to increase conversions.

The Approach

In order to define our strategy, we started by analyzing our target market and its size.

We then followed a plan integrated with the following elements:

  • Marketing & Design
    1. We defined the main persona that purchase MacuHealth products, using data from Amazon Analytics
    2. We used the aforementioned data, to create captivated A+ Content, Infographics and Copywriting to address main customer pain points & concerns.
  • New Product Launches
    1. We analyzed the market size and main competition in order to understand the customer.
    2. We created a five-step plan so we have an Amazon retail listing ready before launching the product, thus, maximizing results when launching.
  • Advertisement & PPC
    1. We created campaigns with the main keywords, competitors, category, video and defensive targeting of our main competitors and our products to avoid customers window shopping in other listings.
    2. We continuously create value through posts so customers looking for solutions know our products.
  • Conversion Rate
    1. Even after optimizing the listings, we felt there was more opportunity for improvement. We ran AB title tests and discovered that a short title increased the conversion rate for these items.
    2. We continuously test main images to stay in trend within Amazon, so we can increase conversion rate.
    3. We also offer to subscribe & save promotions so we can deliver the same experience and product to our customers on a daily basis, saving them a lot of money in the process.

Important Links

The Impact

We managed to increase sales by 105% YoY

With an average ROAS of 7-to-1 which is well above Amazon’s average.

We have successfully made MacuHealth a big player within Amazon’s space with a conversion of up to 75% in one year with My Amazon guy.

Conversion rate increase with My Amazon Guy

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Maneesh Krishnamurthy

Head of E-commerce & Distribution, Titan Company Ltd.

I was fortunate to be part of MAG's first batch of its Advertising Internship Program. The timing was perfect for me as I was looking for an opportunity to learn more about Amazon PPC and at the same time to have hands-on training to work on accounts.  

 

When I started my internship, I listed down the things I wanted to learn. And I am happy to say that I've ticked all the boxes! My most favorite was "Optimization Using Bulk Files”. Bulk files and I, we did not get along at first, it was so scary seeing all those data! But I had a great mentor who guided me along the way. He patiently taught me step by step on how to process the data. He was very enthusiastic in answering all of my questions. He supported me until I gained the confidence in uploading my first, second, third (and so on) bulk uploads. 

 

The biggest advantage in working with MAG (and I must say one thing that I always look forward to every week) is its Weekly Ads Training. Every week, we discuss various topics about PPC. Interns/Ads Specialists/Ads Managers, we all share knowledge, information, and updates about PPC. During our discussions, we exchange ideas and feedback. It became an avenue not just to learn a skill, but also to clear any vague or ambiguous PPC topics. 

 

For me, the biggest disadvantage is the work schedule. As an Intern, I have to follow EST timing. The time difference from my location was only 8 hours, but being a morning person, I really struggled to keep myself awake. But if you are a night owl, then this will not be a problem for you.

 

So if you are considering joining the MAG Advertising Internship Program, my advice to you is to take action - APPLY NOW! The knowledge that you will gain and the skill that you will develop from this program will be invaluable. And who knows? From being an Intern, you might be the next one to be promoted as Jr. Ads Specialist! 

Maria Victoria Piedad