- Translating complex diagnostics into understandable, consumer-friendly language
- Designing trust-forward layouts aligned with compliance and clinical rigor
- Creating a scalable visual and messaging system adaptable across paid media, web, and partnerships
ReachWell
Brand Development, Digital Marketing
Our work with ReachWell centered on launching and scaling a next generation direct-to-consumer diagnostics platform in a highly regulated, trust sensitive category. The goal was to introduce ReachWell to health curious consumers, validate messaging, and build a repeatable acquisition engine capable of supporting long term growth across paid channels.
Mushroom Media designed and executed a full funnel go-to-market program, combining brand development, quiz-based lead generation, and performance marketing across Meta, Google Search, and Google Display. The strategy balanced credibility, education, and demand capture while generating early insights to guide future scale.
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Key Achievement #1
Led Brand Development Across Website, Landing Pages, and Visual Direction
We established ReachWell’s foundational brand system, including website structure, conversion focused landing pages, and overall brand direction. This work defined how ReachWell shows up to consumers, balancing clinical credibility with accessibility and clarity.
Brand development efforts focused on:
This foundation ensured consistency across all channels and supported both short-term acquisition and long-term brand equity.
Key Achievement #2
Built a Full Funnel Paid Media Strategy Anchored in Lead Qualification
We developed a paid media architecture designed to educate users while guiding them toward a quiz-based experience that matched consumers with the most relevant diagnostic panel. This approach allowed ReachWell to capture intent without forcing premature purchase decisions, improving lead quality and downstream conversion potential.
The funnel was structured to support prospecting, consideration, and retargeting in parallel, ensuring consistent learning across every stage of the customer journey.
Key Achievement #3
Launched Meta as the Primary Performance and Learning Channel
Meta was established as ReachWell’s core testing and optimization engine. Campaigns were deployed across awareness, traffic, and retargeting objectives, using a mix of static, GIF, and carousel formats to test symptom-led, educational, and trust based creative angles.
Budget and creative were dynamically reallocated toward top performing audiences and messages, allowing insights to compound quickly during the initial launch phase.
Key Achievement #4
Activated Google Search and Display to Capture and Reinforce Intent
Google Search was deployed to capture high intent users actively searching for at-home testing, diagnostics, and symptom based solutions. Campaigns emphasized clarity, speed, and ease, directing users to the quiz to identify the right test rather than pushing a single SKU.
Google Display supported upper funnel awareness and mid funnel retargeting, extending reach among health curious audiences while reinforcing quiz messaging and brand trust.
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Key Achievement #5
Developed a Modular Creative System for Ongoing Optimization
We produced a flexible paid media creative toolkit spanning multiple formats and placements. Creative focused on clear education, approachability, and credibility, critical factors in a post-Theranos diagnostics landscape.
Assets were designed for rapid iteration, enabling midpoint creative refreshes and ongoing testing without disrupting campaign momentum.
Key Achievement #6
Established Clear Measurement Frameworks and Performance Benchmarks
We implemented a KPI framework centered on cost per lead, quiz completions, and conversion rate, supported by secondary metrics such as CTR, CPC, and quiz initiation drop-off. This structure gave ReachWell immediate visibility into channel efficiency, audience quality, and creative effectiveness.
The result was a data-backed foundation for optimization, budget reallocation, and informed decisions around future scaling.
Outcome
The ReachWell engagement delivered a fully operational brand and acquisition framework, spanning website, landing pages, and paid media., along with early market validation and a clear path toward scalable growth.
By pairing strong brand foundations with performance discipline, ReachWell was positioned to build trust, capture demand, and expand diagnostic access through a modern DTC model.
