Situation
Masimo, a global leader in non-invasive monitoring technologies, develops innovative devices such as the MightySatTM and iSpO2/sup>® for pulse oximetry and continuous hemoglobin monitoring. These products were originally sold to health systems, hospitals, and clinics. Recognizing a growing consumer interest in proactive health monitoring, Masimo wanted to make these professional-grade tools available directly to individuals who wanted to track their oxygen levels from home.
The company set out to launch a branded, consumer-facing eCommerce channel to drive sales, improve health literacy, and create new touchpoints with end users.
Task
Design and launch a seamless, user-friendly eCommerce website supported by a robust go-to-market strategy to:
- Sell Masimo’s blood monitoring portfolio directly to consumers
- Extend beyond third-party platforms like Amazon
- Build a community of brand advocates
Action
BTS Consulting delivered a comprehensive solution that covered strategy, technical implementation, and marketing activation:
Strategy & GTM Planning
- Defined target market segments and created detailed buyer personas using the Jobs-To-Be-Done framework
- Crafted a messaging platform focused on wellness, performance, and prevention
- Selected and deployed integrated marketing channels (social, search, and direct)
- Designed and launched consumer education initiatives to improve awareness and product understanding
Marketing & Brand Growth
- Developed creative ads, including copy and design, tailored to consumers, athletes, and pilot audiences
- Managed media buys and deployed ads across Meta, YouTube, X, and LinkedIn
- Launched a Brand Ambassador Program to expand reach, credibility, and engagement in key sports and wellness markets
- Recruited 13 professional athletes
- Added 7 amateur athletes and 3 coaches/trainers as advocates
- Created engaging patient education materials to support the buying journey
eCommerce Development
- Built a custom WordPress eCommerce site with integrated shopping cart
- Connected the platform to Amazon fulfillment and PayPal for seamless checkout
- Developed a custom dashboard to enable easy content management by Masimo’s team
- Ensured mobile responsiveness and adherence to Masimo’s brand guidelines
- Implemented on-page SEO and social sharing features to drive traffic and visibility
- Designed automated financial reporting to support the accounting department
Results
In the first 6 months after launch:
135%
increase in sales over annual projections
899
followers gained on Meta
556
followers gained on X
448
average video views based on 4 videos
