Taking a medical device distributor direct to the customer.
Regional distributor for eight European and American health-technology brands — MILTA photobiomodulation, TriKombin bioresonance, OligoScan, Breezing Pro, Diamond Shield, Nilas MV, CERA Thrive — plus Altusens, its own French liposomal supplement line. Positioned around early detection rather than treatment.
The brief
A distributor with strong products and no owned demand. Every sale depended on somebody else's channel.
The situation
- Strong product portfolio, zero direct commercial presence — the business was invisible to the clinics and consumers who would actually buy.
- Two completely different buyers under one brand: clinics purchasing AED 100k+ diagnostic devices, and consumers buying a AED 300 supplement.
- A new in-house supplement line, Altusens, needed to launch into a UAE market already crowded with established retailers.
- Medical and wellness claims carry real regulatory exposure — persuasive copy that crosses a line costs more than the campaign is worth.
What I did
Split the audiences architecturally
A complete multi-page rebuild separating the B2B device catalogue from the B2C supplement range, so a clinic director and a retail customer land in different worlds instead of competing for the same page.
Launched Altusens as a real brand
Product pages for 27 SKUs across six categories, pricing architecture, dosage and absorption communication, and a paid rollout designed to build recall before chasing conversion.
Wrote claims that hold up
Every health-adjacent statement was reviewed for defensibility. In this category, one unsupportable claim costs more than a quarter of ad spend.
Built the acquisition system on the same tracking spine
Paid social and search feeding a measured funnel, using the identical measurement discipline applied on the clinic side of the group.
What moved
Run in parallel with the Spectra clinics mandate, as one group-level marketing function.
