HerMD
100%
90%+
700+
Talent sourcing and chef collaboration strategy
Menu development and consulting
Experiential hospitality programming
Venue coordination
Event production and execution
Premium gifting and brand integration
Challenge
Privacy regulations and the systematic deprecation of third-party signals have permanently eroded the targeting infrastructure performance marketing was built on. Inside walled gardens like Meta and Tiktok, algorithms that once thrived on rich behavioral data are now operating with a fraction of the signal they need. This is driving CPAs up and audience quality down. For healthcare brands like HerMD, strict data privacy policies around women's health compounded the problem further.
Strategy
Strategy inverted the conventional playbook: instead of working around the walled gardens or solely relying on the walled garden, we fed them. Achieved by establishing a strong first-party data foundation. CRM lists were onboarded directly into platform audiences, and Conversion API (CAPI) was implemented to restore server-side signal that browser-based tracking had lost — closing the attribution gap at the source.
Action
We solved the cold-start problem from the outside in. Using a programmatic DSP and trusted third party audience data, we ran highly engaging ads against people who matched HerMD's ideal patient profile but hadn't yet entered the walled garden ecosystem. When those users clicked through, they carried behavioral intent signals into Meta and TikTok — giving the algorithms warm, qualified data points to learn from and expand on.
Result
Reduced CPA: The campaign successfully converted new clients at a 24% lower cost per acquisition (CPA) compared to previous media efforts.
Successful Market Launch: Comprehensive market launch strategy facilitated the opening of HerMD’s Millburn, NJ location, resulting in a waiting list of more than 10x target E-commerce Promotion Success: The launch of HerMD's first medical aesthetics e-commerce promotion generated over 8x vs sales target,
Ad Approval Wins: Persistent efforts with historically conservative publishers led to the approval of previously rejected ads related to menopause and sexual health, marking a significant victory for women’s health advocacy.
