Oxygen Health Care Technology
Taking a medical device distributor direct to the customer.
The business
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.
What was in the way
- 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 changed
Run in parallel with the Spectra clinics mandate, as one group-level marketing function.
Keep exploring
You have explored 0 of 48 planets.
