6,500+ Beta Leads at $3.75 Each in 8 Weeks
A publicly listed pharmaceutical company wanted to launch a consumer-facing weight loss app into a market dominated by Noom, Weight Watchers, and a sea of sceptical consumers. Zero B2C brand recognition. Zero online presence. They needed 200 beta testers. Working as their fractional CMO, we built a systematic lead generation and qualification process that delivered 6,645 leads and 3,209 qualified applicants in just 8 weeks — over 16x their original target.
What They Were Up Against
The client was a publicly listed pharmaceutical company with established B2B operations looking to launch their first consumer-facing product — a weight loss app and hardware powered by patented technology.
They faced a wall of challenges. The weight loss market is dominated by massive brands with deep pockets. Consumer trust in new, untested weight loss products is incredibly low. They had zero B2C brand recognition, no consumer audience, and no existing marketing infrastructure for a direct-to-consumer launch.
Their initial target was modest: find 200 qualified beta testers to prove the product worked. They brought me on as a fractional CMO to figure out how to break into the market.
The System We Built
I used a systematic approach to cut through a noisy market quickly and cost-effectively.
Stage 1 — Audience and messaging research. I spoke with internal stakeholders about the product's unique angle, then researched competitor user feedback to find the overlaps and gaps between what consumers wanted and what competitors actually delivered. This gave us our messaging foundation.
Stage 2 — Rapid validation through paid ads. Using a 3x3 testing framework, we created 3 different audience segments and 3 different messages, giving us 9 variants to test simultaneously on Facebook. This let us identify the winning audience-message combination fast without burning through budget on guesswork.
Stage 3 — Nurture and disqualification. Ads drove to a landing page that captured emails. Leads entered an email nurture sequence pushing toward a qualification questionnaire. The questionnaire served two purposes: identify high-intent users suitable for the beta, and disqualify people who weren't a medical fit. This gave us three groups — qualified beta candidates (waitlisted), medically unsuitable (redirected to alternative offers), and low-intent users (added to a nurture sequence for eventual public launch).
What We Delivered
In just 8 weeks, the system generated 6,645 marketing qualified leads at $3.75 per lead, and 3,209 sales qualified leads at $7.70 per qualified lead. That's over 16x the original 200 beta tester target.
But the numbers were only part of the win. The traction these results created had three major secondary benefits: the client quickly identified their ideal user profile and most effective messaging, the proven traction made pitching to funding partners significantly easier, and the results opened doors with healthcare service partners for larger-scale collaborations and trials.
The client was left with a lead generation system that could be turned on or off at will — a repeatable engine for growth that worked from day one.
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