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  • O2 Concepts Marketing Case Study

    O2 Concepts Marketing Case Study

    When O2 Concepts hired us back in 2014, they had a lot of ideas for growth potential in a stagnant industry. Since working directly with their CEO and executive team to expand on these concepts and after being the first to announce the release of IoT (Internet of Things) technology into the marketplace, they have since had an influx of purchase orders that have increased by 24% per month, and have onboarded industry experts to their team for continued success.

    They’ve won over the entire industry’s adoration with their innovation and technological advancements, including top competitors, and are poised to take over an even larger percentage of market share this year. By honing in on new target markets, expanding their advertising budget and streamlining their marketing strategy both digitally and offline, we continued to take everyone’s breath away across the world. And to top it all off? They were recently named as one of the best places to work in Southern Connecticut. 

    O2 Concepts was sold at 10X their valuation to private equity in 2017.

    Heightened Digital Footprint

    Website Achievements

    Originally contracted to provide O2 Concepts with a general education on marketing and to act upon some smaller scale marketing initiatives, we quickly saw a need for a much greater plan. We switched gears, and began by elevating their digital presence to match the projected growth of the company. We did a complete overhaul and rebrand of the website from top to bottom with new imagery, videos, copy, pages, SEO analysis, weekly blogs, CRM integration, custom package builder and more, resulting in:

    • Increased website traffic by over 175%
    • Increased number of visitors to site by 182%
    • Increased page views on the website by 335%
    • Decreased bounce rate by 80%

    Social Media Successes

    To piggyback on that expanded visibility and to reach the new B2C target audience (O2 Concepts had previously only focused on B2B sales), we brought on our social media team to give the company pages a makeover. To reflect the new look and feel of the brand, we updated imagery, copy, posting and engagement frequency and started Facebook advertising campaigns, leading to:

    • A 2000% increase in Facebook fan presence
    • Over 10,000 impressions on Twitter
    • Over 3,000 unique impressions on LinkedIn
    • Over 178,000 unique impressions through dedicated ads

    Digital Advertising Accomplishments

    With the launch of the new website that was B2C friendly, we wanted to share it with the world. Locking down deals with WebMD and retargeting companies, in addition to our own online advertising efforts through social media and Google AdWords, EMB was able to:

    • Drive 4X more traffic than originally proposed to website
    • Create 177% increase in traffic to the create custom packages page 
    • Beat the average industry click through rates by 71%

    Strategic Marketing Initiatives

    Creating the New Look

    In conjunction with the digital overhaul, we branched out into several offline initiatives to enhance the way clients, customers and other healthcare competitors looked at O2 Concepts. In order to see what current clients and associates thought of the brand, we conducted an anonymous survey. The healthcare and industry professional participants ranked O2 Concepts the most reliable transportable oxygen concentrator (TPOC) on the market, also stating that they offered both the best customer service and technical support when compared to other top competitors such as Airsep/SeQual, Respironics, Innova Labs, Invacare and Devillbis.

    At the same time, we began developing a launch campaign for O2 Concepts’ new software, or what we appropriately named Digital Network Access (DNA) TechnologyTM. Putting out an ad in a popular trade magazine hinting at a big reveal before Medtrade, the biggest national tradeshow of the year, without giving away any particular details, created the hype we wanted, as thousands of attendees flocked to the O2 Concepts booth once Fall 2014 Medtrade opened its doors.

    O2 Concepts was able to announce to all attendees that they would be the first TPOC to integrate IoT technology into their machines by partnering with the Verizon Network, transforming the oxygen segment of the healthcare industry. The tradeshow was such a huge success that O2 Concepts was invited on the spot to attend another out of town conference the next day. They blew it out of the water with over 90% of the total audience at this conference in their presentation room.

    Offline successes continued to develop for the brand, as we secured ongoing priority ad placement in industry publications including HomeCare, HME Business and HME News. O2 Concepts also had several articles, interviews, product spotlights and quotes in these industry publications, as well as C Suite Quarterly magazine, all of which stand out from the rest with their sleek, sophisticated new look.

    Ongoing Initiatives for the Company as Their Agency of Record Included:

    • DNA Technology and Oxlife Freedom (new product) Campaigns
    • Tradeshow Preparations for Spring and Fall Medtrades, as well as other industry conferences
    • Video Content Strategies and Facilitation with Video Production Team 
    • Photo Shoots 
    • Complete Website Remodel 
    • Rebranding and Updating all Marketing and Sales Collateral
    • Content Creation for Weekly Blogs, Newsletters, Press Releases, etc.
    • Securing and Writing Editorial Opportunities 
    • Marketing Materials and Collateral Creation
    • Ad Development and Placement Opportunities (on and offline)
    • Metrics Reporting and KPI Reports
    • Managing and Overseeing Relationship with all Vendors such as Printers, Graphic Designers, Videographers and Photographers, Web Developers, etc. 
    • General Operations and Best Practices 
    • Surveys and Qualitative Interviews
    • Swag Production and Gifting 
    • Product Placement Opportunity with Independence Day 2
    • Legal


    Utilizing her dual career and education in marketing and law, CEO, Laurel Mintz, trademarked the DNA TechnologyTM logo and name for O2 Concepts, as well several other product specific names and software technologies. She also created new internet agreements for dealers. As we worked with O2 Concepts, we continued to protect their digital interest by regulating online retail sales to comply with O2 Concepts marketing and advertising standards.