Repair Authority

The Opportunity

For over 25 years, Repair Authority has led the home medical equipment repair industry by servicing units such as concentrators, liquid oxygen equipment, and CPAP machines. Most of their business came from word of mouth, referrals, and relationships with dealers or manufacturers. With vast experience repairing CPAP machines, coupled with the rising number of sleep apnea sufferers nationwide, they made the decision to grow sales by directly marketing to patients for CPAP repairs. They challenged us to build a direct-to-patient campaign from the ground up with three specific goals in mind:

1. Understand the target audience & how to best resonate with it
2. Establish credibility and build brand recognition
3. Drive traffic to a landing page to increase qualified leads

The Strategy

First, we conducted extensive competitor research to better understand the needs and wants of CPAP owners. This helped us to develop benefit-focused copy to highlight the easy process, affordable repairs, and fast turnaround times that Repair Authority has to offer. This copy is used consistently across the website and all marketing campaigns and materials.

Next, we launched a strategic paid search campaign with a goal to rank in position 1 for keywords such as “CPAP repair”. All traffic was directed to a keyword-rich, mobile responsive landing page, built specifically with conversion rate optimization in mind. We also ran a series of paid social media advertisements, targeted granularly to CPAP owners.

Additionally, we looked to build brand awareness and create credibility. Alongside these campaigns, we launched a Facebook contest to incentivize engagement, implemented an automated review platform to gain customer feedback, and launched a retargeting campaign to keep Repair Authority top of mind and bring any qualified, bounced traffic back to the site.