The Stork Ib2C, Inc., a Rinovum Women’s Health Company, is a privately held women’s health company founded in 2009 under the concept of empowering women to take control of their bodies when it comes to conception. The company has had success developing a product, The Stork OTC, to help those struggling with this process of conception. They now have the first and only FDA-cleared, over-the-counter home conception device. When strategizing the best way to market the product, they realized their team could use help with implementation. That’s where Cosmitto came in.
The Problem
Rinovum had spent years developing their primary product, The Stork OTC, launched in 2014 at select retailers. A core component of their go-to-market strategy was providing valuable information to prospective parents, and becoming a trusted resource to their target audience – people who are looking to start a family. Being a small start-up at the time of product launch, Rinovum had to weigh their options for cost-effectively creating high-quality content with consistency. Upon a recommendation from a trusted connection, as well as through some research, they contacted us at Cosmitto. Our relationship with them began in April of 2015, and the rest is history.
The Solution
Rinovum is an ideal customer for Cosmitto. They came to us with a fully-formed and thought-through strategy that our team could effectively implement. Rinovum is committed to using content marketing to attract, engage, convert, and retain their target audience. So we went to work. Our first step toward delivering on that strategy was to determine whether the content within the site was ranking highly in organic search results – and assess the cause of any sub-par performance. We therefore began, as we do with many clients, with a full search engine optimization (SEO) audit of The Stork OTC websites to detect any and all issues that may hamper the product’s ability to be discovered by the target audience. We also completed in-depth keyword research to optimize future content by leveraging keywords that balanced search volume and competition favorably.
With the audit and optimum keywords in tow, we created topics with Rinovum’s Director of Marketing on a monthly basis. These topics were designed to appeal to the target audience by answering their questions and helping them solve their problems. After working with the team for close to 12 months, Rinovum decided to expand Cosmitto’s scope of services to assist in managing their weekly email newsletters. This decision helped to achieve their desired newsletter frequency consistently, which had been difficult when relying on only internal resources. These mailings served as a distribution channel for web content, product promotions, and exciting and relevant news items to provide their subscribers with interesting and useful information on a weekly basis.
The Result
What's Next?
In the past month, Rinovum further expanded its relationship with Cosmitto. Given the success seen with the content created previously, Rinovum wished to extend distribution to owned and leased properties. Given their goals, we recommended a leading distribution network (Outbrain) and began implementing a small campaign in October 2016. Initial results indicate that this tactic is effectively bringing new prospective customers to the website that would not have otherwise been aware of Rinovum.
The success that we’ve been able to help Rinovum achieve is in large part due to their understanding of their audience, the desired behavior of that audience, the power and value of content marketing, and, most importantly, how to measure the success of these efforts. With this clear vision, we have been able to effectively supplement the Rinovum marketing team’s efforts helping to continue to deliver and measure success for the brand.