Oto
How might we position Oto as the go-to clinical solution for tinnitus sufferers?
What we worked on
Brand Strategy Brand Identity Website Design
Highlight
150% Landing page CTR increase
Background
During my time with Oto, I strategically repositioned the brand to resonate more deeply with our target demographic—tinnitus sufferers. I led the brand's application across the entire website, transforming it into an effective lead generation tool that successfully guided patients toward our premium 1-1 coaching service.
Challenges
We faced key challenges in repositioning Oto’s brand. The growth team struggled with low conversion rates on the landing page, and our existing brand, suited for app sales, didn’t align with the premium 1-1 tinnitus coaching product. Without a clear value proposition or brand direction, our communication was fragmented, failing to resonate with our target audience, especially those aged 40-50.
Outcome
I led a persona workshop to define our core audience, Angela, a 40-50-year-old tinnitus sufferer seeking a comprehensive solution. We then conducted a brand strategy workshop to establish clear language, values, and identity. With new brand guidelines in place, we executed a full website redesign, which not only boosted our organic lead capture but also increased landing page CTR by 150% and reduced bounce rates on key pages by 5-8%.
