Case study
Ecommerce · home medical suppliesLL Medico connects caregiver and facility demand to the right campaigns
A family-run online medical-supply retailer used Leadpipe to see which organizations and high-intent shoppers were researching categories, from incontinence and mobility to nutrition, then tightened email and paid retargeting around real behaviour.
Part 01
The company
LL Medico U.S.A., Inc. sells home medical supplies online, adult incontinence, mobility (DME), wound care, nutrition and enteral feeding, respiratory items, and related categories, with perks such as free 1–3 day shipping over $49, rewards, and phone and chat support. They compete on trust, selection, and repeat purchase in a category where many buyers research heavily before committing.
Part 02
The challenge
Organic and paid traffic was healthy, roughly 1.1M–1.3M monthly sessions across peak seasons, but only a thin slice logged in or subscribed before checkout. Marketing could see product and category performance in analytics, not which households, care agencies, or small facilities were comparing specific brands across multiple visits.
Lifecycle email used broad segments (category interest, cart abandon). Without firm-level or household-level signals on the long research journeys, win-back and Autoship prompts looked generic next to competitors blasting the same coupons.
Part 03
How Leadpipe helped
They added Leadpipe on the storefront and blog, then synced identified contacts and household-or-facility signals into their ESP and ads audiences where policy allowed, weighted toward repeat viewers of overnight protection, bariatric sizing, tube-feeding SKUs, and wheelchair subcategories.
Creative and offer tests could be framed around pages actually viewed (for example booster pads vs. pull-ons) instead of one-size “10% off” blasts. Customer care stayed in the loop so identified outreach never contradicted HIPAA-aware messaging practices on sensitive categories.
Part 04
What moved the numbers
Over a twelve-week test window, identified-addressable records tied to multi-session researchers rose by about 18,200 net new mailable profiles compared with the prior capture path (signup + checkout only), without changing the public discount ladder.
Incremental
+18,200
Discount ladder
Unchanged
Click rate on segmented “you browsed X” campaigns landed near 6.8% versus about 3.1% on the older category-only control, a lift they attributed partly to subject lines that referenced real product lines.
Control
~3.1%
Personalized
~6.8%
Attributed revenue from identified-audience email and retargeting in that window was about $640K, up roughly 23% quarter-over-quarter against the same spend envelope, with Autoship reactivation clicks up about 11%.
| KPI | Value |
|---|---|
| Email + retarget revenue | ~$640K |
| QoQ revenue lift | ~23% |
| Autoship reactivation clicks | +11% |
Support call volume for “wrong product” returns on targeted SKUs held flat, which the ops lead took as a sign tighter targeting wasn’t pushing unqualified buyers.