Healthcare & Telehealth Field Notes: Relatability hooks drove 3.9x ROAS
Aayaki
Conversion Researcher · Orange Line
3.9x
Blended ROAS
$52
CPA
2.07%
Hook CTR
$172k
Spend tested
46%
3-sec view rate
BOF cart abandon
Funnel stage
Across 117 creatives in the healthcare & telehealth account, relatability angles were the clear winner this cycle. Hyper-specific everyday moments ('the 4pm energy crash before pickup') made the avatar feel seen. We rotated 2 hook families against BOF cart abandon and logged what actually moved CPA.
The setup
This account sits in Healthcare & Telehealth. Going in, the brand was over-reliant on one fatigued angle and CPA had crept to $52 on BOF cart abandon. We structured a 5-cell test isolating the hook variable: same offer, same landing page, same audience — only the first 3 seconds changed. Budget was held flat at $172k so the read was clean.
Hook angle: Relatability
Hyper-specific everyday moments ('the 4pm energy crash before pickup') made the avatar feel seen. Relatability hooks won on saves and shares more than direct CTR. In this healthcare & telehealth account it returned a 3.7x ROAS at a 3.21% hook CTR. This was our top performer and is now the control we test everything else against.
Hook angle: Question-led
A pointed yes/no question ('Tired of bloat by 3pm?') triggered micro-commitment. Best questions targeted a single, dated frustration the avatar feels weekly. In this healthcare & telehealth account it returned a 2.3x ROAS at a 1.80% hook CTR. Solid mid-pack — worth keeping in rotation to fight fatigue on the winner.
What actually moved the needle
The winning relatability concept cut CPA to $52 and pushed blended ROAS to 3.9x. The biggest lever was the first frame: relatability openers earned a 46% 3-second view rate vs. the account average. Creative format mattered too — raw UGC out-pulled produced spots, and on-screen captions lifted hold rate by double digits.
What flopped
Generic benefit-led and over-produced brand spots underperformed on cold traffic — high impressions, weak CTR, expensive clicks. Anything that buried the hook past 5 seconds never recovered. Discounts-first messaging trained the audience to wait for sales and dented LTV.
Orange Line takeaways
1) For healthcare & telehealth, lead with relatability — it qualifies the buyer in the first frame. 2) Hold the offer and page constant when testing hooks so the read stays clean. 3) Refresh the winner every 13 days before fatigue spikes CPA. 4) Keep question-led in rotation as fatigue insurance. 5) Raw, captioned, mobile-first creative beats studio polish on cold BOF cart abandon.