Thirty Madison

Rebuilding growth: From oversaturated media to scalable performance

Media + Strategy

Thirty Madison, the parent company behind Keeps and Nurx, saw early demand with their virtual-first specialized healthcare offerings in the early 2020s as telehealth services boomed. And eventually, like other fast-growing brands, they reached a point where the TV and video campaigns that once generated demand had reached a point of oversaturation. Performance stagnated, efficiency declined, and growth was increasingly difficult to sustain. Rain was brought in to reset the trajectory.

At the same time, the business was navigating a major transition following their merger with Nurx. With multiple brands under one umbrella, Thirty Madison needed a more sophisticated, scalable approach that could drive efficient growth across a broader portfolio.

The challenge was clear: Move beyond a saturated, low-impact media strategy and rebuild a growth engine capable of scaling without sacrificing efficiency. What followed was a full transformation of how Thirty Madison approached media, audience strategy, and scale.

Strategy
Connected TV/Streaming
Digital Video
Analytics

Results
overview

0%

Decrease in cost per order

0x

Increase in revenue

0%

Improvement in cost per acquisition

solutions

Rain connected media, audiences and measurement by:

Leveraging first-party customer data to develop detailed audience personas
Applying Marketing Mix Modeling (MMM) to evaluate historical performance and guide investment decisions
Rebalancing the media mix toward higher-impact channels, including CTV and premium programming

Rebuilding the media engine

Rain implemented a series of targeted changes to transform Thirty Madison’s media performance.

First, the team conducted an analysis of anonymized ZIP code data to build a robust audience segmentation model. This helped identify the next growth audiences, informing not only where to invest, but how to tailor messaging and media placement to different customer segments.

Rain expanded into new programming environments, including higher-reach genres like sports, that could deliver incremental audiences. A significant portion of investment shifted toward connected TV, better aligning with their target audience’s viewing habits.

Finally, Rain layered in advanced targeting tactics, including demographic segmentation, lookalike audiences, in-market targeting, competitive conquesting, and retargeting to ensure that every impression worked harder.

From stagnation to scalable growth

By shifting to a higher-impact, data-led strategy, Rain was able to improve efficiency while simultaneously increasing scale, which was a balance that had previously been difficult to achieve.

Key results included:

22% improvement in cost per acquisition (CPA) compared to the previous media approach
3x increase in TV and video investment while maintaining or exceeding efficiency targets
169% reduction in cost per order following the expansion into CTV
3x increase in revenue, driven by improved media performance and scalability

Rather than simply stabilizing performance, Rain created a foundation for sustained, scalable growth, which proved that media transformation, when driven by data and audience insight, can unlock significant business impact.