WorkTelehealth, United States · Funnel and intake
A discreet decision needs a shorter, calmer path.
Plan clarity and a lower-effort online visit, so the customer stops comparing pill prices and starts the consultation.
The context
Rocket MD delivers prescribed ED treatment in the United States, with fast-acting and long-acting options, plans quoted from around $1.25 to $2.50 per pill, US prescribers, two-day delivery and a first-order incentive. The proposition is strong and the category is sensitive: the customer wants to resolve this quickly, privately and without a conversation.
Two friction points dominated. The choice between formats and plans was presented as a pricing comparison, which invites shopping around, and the online visit is the real conversion event but sat behind the same weight of promotional messaging as a retail checkout.
What we looked at
- Drop-off through the online visit, step by step, rather than only at the landing page.
- How the format choice was framed: as a medical fit question or as a price comparison.
- Whether discretion and prescriber credibility were addressed before payment details were requested.
- How the first-order incentive interacted with the ongoing plan price.
The interventions
What changed, and why it should work.
- 01
Reframed the choice
Positioned fast-acting versus long-acting as a fit-to-life decision with plain onset and duration language, so the customer chose on suitability rather than on cost per pill.
- 02
Made the visit the CTA
Treated starting the online visit as the single primary action, and removed the competing prompts that pulled attention away from it.
- 03
Addressed discretion early
Brought packaging, privacy and US prescriber oversight forward, since those are the questions that stop a start, not the price.
- 04
Simplified the incentive
Clarified how the first-order offer relates to the ongoing plan, so the second month was never a surprise.
What became true
- The decision moved from price comparison to medical fit.
- The online visit became the obvious next step instead of one option among several.
- Privacy and credibility answers arrived before the payment request.
Where this transfers
Telehealth and subscription care where the real conversion event is an intake flow, not an add-to-cart.
More work
A direct manufacturer that had to sell like one.
↗Supplements, United States · Marketplace to owned demandTeaching a marketplace catalogue to sell on its own site.
↗Your store next