01 / The signal
CAC kept rising despite a sophisticated data stack.
The existing reporting explained performance inside the active funnel, but it could not reveal the qualified customers the funnel never reached.
Clove · Results in 90 days
A true top-of-funnel changed the economics of growth.
The apparent problem was declining acquisition performance. The deeper issue was an incomplete customer funnel that left millions of qualified customers untouched.
The reframed problem
Clove did not have an optimization problem. It had an incomplete customer-acquisition system.
Inside the investigation
The story changed as the evidence connected.
02 / The diagnosis
There was no true top-of-funnel for the brand’s core customers.
Doctors and nurses had a clear need for the product, yet millions of them were absent from the acquisition system.
03 / The move
Build reach, creative, and measurement around the real purchase timeline.
MOST identified overlooked professional audiences, underused creative, and a testing sequence that connected discovery to purchase.
04 / The proof
A wider funnel improved both efficiency and profitability.
The new system reached more than two million doctors and nurses, lowered CAC, outperformed the prior testing baseline, and helped return the business to EBITDA-positive performance.
What changed
The evidence moved. So did the business.
0
lower customer-acquisition cost
0
doctors and nurses added to the funnel
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ROI versus the prior baseline
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days to measurable change
The breakthrough was not a cheaper ad. It was a more complete view of who the brand should reach—and a system built to reach them.
From the team
“MOST fundamentally changed how we approach marketing. Their Breakthrough Brief surfaced critical gaps no agency or tool had identified—including that we had no true top-of-funnel.”
Joe Ammon · Founder, Clove