Health & Wellness · DTC健康保健 · DTC · 2026
VERA HEALTH
Doubled a supplement subscription base in two quarters by fixing compliant creative and optimizing to subscription LTV, not first orders.通过解决合规素材、并以订阅 LTV（而非首单）为优化目标，两个季度内把一个保健品订阅用户数翻倍。
The challenge挑战
Supplement claims kept getting creative rejected, CPAs were climbing, and the account optimized to first orders — buying lots of one-and-done customers who never resubscribed.保健品的功效表述屡屡导致素材被拒，CPA 不断攀升，而账户优化的是"首单"——买来一堆只下一次单、从不续订的客户。
What we did我们做了什么
- 01
Built a library of compliant angles — ritual, ingredient story, before/after of routine — that pass review and still convert.搭建一套合规角度库——仪式感、成分故事、"作息前后对比"——既能过审、又能转化。
- 02
Re-pointed optimization at a subscription-value event, so the algorithm bought subscribers, not one-time buyers.把优化目标改为"订阅价值"事件，让算法去买订户、而不是一次性买家。
- 03
Connected paid to a winback and replenishment flow so churned subscribers were recovered cheaply.把投放与"召回 + 补货"流程打通，用更低成本挽回流失订户。
“They stopped us buying customers who left after one box. The subscriber number finally means something.”“他们让我们不再去买"一盒就走"的客户。订户数这个数字，终于有意义了。”