Medmate
Franklin helped Medmate evolve from a low-cost telehealth provider into a trusted, premium healthcare brand. By integrating marketing across channels and using data to improve efficiency, we maintained revenue targets while halving overall marketing spend and improving patient experience.
Project Purpose
Medmate had grown quickly by meeting demand for accessible telehealth, but the brand had reached an inflection point. Marketing activity was spread across channels and agencies, investment was increasing, and while revenue targets were being met, efficiency and brand perception were becoming limiting factors. Medmate needed to evolve — from a transactional, “cheap and cheerful” option into a trusted, premium healthcare provider capable of operating at national scale.
Franklin was engaged to lead integrated marketing strategy and delivery, bringing structure, clarity, and accountability across brand, performance, and patient experience. This included working closely with Bandit Design Group to deliver an updated brand that reflected Medmate’s clinical credibility and long-term ambitions.
Objective
The objective was to realign Medmate’s marketing around efficiency, trust, and sustainability. This meant integrating activity across brand, social, paid media, and both above- and below-the-line advertising, while also managing and aligning multiple agency relationships under a single strategic direction.
At the same time, Franklin worked to introduce a more rigorous, data-led approach to decision-making — identifying where marketing investment was delivering genuine value, and where it was not. The goal was not simply to spend less, but to spend smarter, while improving the experience for patients at every touchpoint.
Achieved Goals
By integrating marketing across channels and grounding decisions in performance data, Franklin helped Medmate significantly increase marketing efficiency. Spend was reduced and reallocated based on real contribution to outcomes, allowing the business to maintain revenue targets while halving overall marketing investment.
Alongside this efficiency gain, patient experience was materially improved. UX enhancements across digital touchpoints reduced friction, clarified pathways to care, and supported higher-quality engagement. The updated brand repositioned Medmate as a credible, premium telehealth provider — moving the perception from cost-driven convenience to trusted medical partner.
The result was a more resilient, scalable marketing system: one that delivers stronger brand equity, improved patient experience, and sustainable growth without reliance on ever-increasing spend.
"Franklin aligned brand, performance, and experience into one system that actually worked."
