“Am I impressed? That is an understatement!” – Mark Anthony Rayner

How VirtuCLEAN's New E-commerce Site And Direct-to-Patient Campaign Boosted Sales By Over 250%.


The company lacked effective ways to market to patients and open up new ways to drive revenue growth beyond traditional B2B marketing channels
Kyle and his team had developed a highly effective reseller network that spanned the United States and relied on VirtuCLEAN’s partners to effectively market and sell the business’s CPAP cleaning device. But data insights showed that sleep apnea patients would be highly receptive to purchasing the device from them directly. As long as Kyle and the team focused purely on B2B, they had no way of addressing these audiences. They needed a direct-to-patient (D2P) e-commerce website, buyer’s journey and integrated marketing campaign that allowed them to generate awareness and demand, so they could start engaging sleep apnea sufferers around their healthcare issues


Launch a multi-channel direct-to-patient marketing strategy to sell to patients and B2B resellers simultaneously

Kyle and his team wanted to launch the 2.0 version of their sleep product to consumers as quickly as possible. Being both a B2B and D2P business required very different marketing approaches. They used Somnowell Marketing to develop their highly optimised D2P marketing strategy. This included designing and building the e-commerce website; implementing best-practice on-page and off-page SEO to ensure high page rankings and a good flow of organic traffic; and creating powerful integrated, cross-channel campaigns to drive online sales.

Kyle had the initial design and creation of the strategy and digital marketing campaign ready for launch in four weeks. It went live in June 2019. The campaign has produced consistent month-on-month growth, with the pay-per-click campaign alone delivering a 279% increase in online sales and a 72% reduction in cost-per-sale.

Somnowell Marketing continues to optimise and adjust the campaigns for ongoing improvement and to maximise VirtuCLEAN’s return on investment.

"We have been impressed with the results and business growth that the work with Somnowell Marketing has produced so far. They have made a good impact in several different areas, and we look forward to continuing our work with them."
Kyle Miko
Founder & Chief Marketing Officer, VirtuCLEAN.

Industry: Healthcare

VirtuCLEAN is produced by VirtuOx, a medical technology services company and industry leader in delivering home sleep testing solutions. Its platforms include an Independent Diagnostic Testing Facility (IDTF) that helps diagnose and qualify treatment options for sleep disorder breathing and respiratory diseases in the home. VirtuOx performs over 40,000 new diagnostic tests each month in the patient’s home and has tested over five million at-home sleep patients since it was founded in 2005.

The company also produces web-based management applications that communicate with physicians, medical equipment providers and patients globally, plus it has further product and distribution offerings.

Markets: US



increase in sales in months 6-12 (versus 6 months prior)


increase in e-commerce website conversion rate in months 6-12 (versus 6 months prior)


increase in online sales


reduction in the cost-per-sale


year-on-year increase in organic traffic

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