At a Glance:
Industry | Durable Medical Equipment (DTC) |
Revenue Growth, 9-Month Program | 2,480%+ |
Order Volume Growth, 9 Months | 2,200%+ |
Consecutive Months of Growth | 9 |
MD Walker Units Sold (Dec 2025) | 117 (team expected 2–5) |
First Campaign Klaviyo Attribution | 43% |
Top Ad ROAS | 2.0+ |
Services | Email / SMS, Meta Ads, Google Ads |
Drive DeVilbiss Healthcare didn’t need help running a business.
After 25 years as one of the most recognized names in durable medical equipment, they had distribution locked down, a product catalog built for real patient needs, and a brand visible in hospitals, pharmacies, and clinics across the country.
They had mastered B2B.
But in December 2024, they made a bet.
They launched a brand new direct-to-consumer website called Drive at Home and entered a channel they had never competed in before.
No DTC playbook. No internal ecom team. No paid media history. No email flows. No retention strategy.
Just a site, a strong product, and Laura Williams, a one-person team tasked with building an entirely new revenue channel from the ground up.
That’s where TVG came in.
Laura Williams had joined Drive six years earlier on the B2B side. When the company decided to launch Drive at Home, she stepped up to lead it.
But she was doing it alone.
“I’m literally checking with customer service sometimes making sure like why did this order not ship out like a week ago, all the way to coming up with what is our promotional calendar going to be for this whole year.”
The challenges she faced weren’t small:
The entire marketing org at Drive was built for B2B. Nobody was focused on DTC.
There was no internal expertise in paid media, email marketing, or ecommerce growth strategy.
The site launched quietly in December 2024 and spent months in bug-fix mode with almost no active marketing.
Without intentional acquisition efforts, the channel wasn’t going to grow organically.
As Laura put it simply:
TVG didn’t come in swinging with a massive paid media overhaul on day one. The approach was methodical: build the foundation, prove the model, then pour fuel on it.
Phase 1: The Hurricane Campaign
Drive Medical had acquired a Canadian cane brand called Hurricane years earlier. That brand had its own standalone website and an existing customer base, people who already trusted Drive’s products.
TVG saw an obvious opportunity. Why not convert that audience to Drive at Home, where they could discover a much broader product catalog?
We built a multi-email campaign that warmed Hurricane’s subscriber list and introduced them to Drive at Home, canes, walkers, rollators, wheelchairs, and more.
The result:
43% Klaviyo attribution rate in the very first month
A meaningful migration of engaged customers into the new DTC ecosystem
Proof that the email channel was going to work
Laura didn’t know what to expect. She got more than she hoped for.
Phase 2: Full Core Growth Program
After the Hurricane campaign proved the model, Drive expanded into TVG’s full core growth offering: email marketing, Meta ads, and eventually Google ads.
The email side got the most attention first. Laura was new to email marketing entirely, and TVG’s team turned the channel into a full education alongside an execution engine.
“It’s unbelievable how much stuff Alex has taught me about emails alone. Just kind of understanding what our baselines are, and our industry is very different because it’s a need item, not a want. Our open rates are much higher than standard.”
That nuance mattered. Drive’s products are healthcare necessities. The messaging strategy, creative angles, and audience segmentation all had to reflect that reality, and TVG adapted accordingly.
On the paid side, Meta came first, then Google was layered in a few months later. Once Google launched, it started performing immediately.
Phase 3: The Mobility Designed Line
The defining moment of the partnership came with Drive’s new Mobility Designed product line, a premium collection of a cane, walker, and crutch featuring elevated design and photography.
Drive gave TVG their best assets to work with. TVG built a full creative and media strategy around the MD Walker in particular, testing multiple angles, multiple ad sets, and iterating fast.
In December 2025:
4 ads from the MD Walker creative were among the account’s top performers
2 ads delivered ROAS above 1.75
2 ads delivered ROAS above 2.0, the best the account had ever seen
117 MD Walker units were sold
Drive’s internal category management team had projected somewhere between 2 and 5 units.
They sold 117.
From the moment TVG’s full program launched in mid-2025, the Drive at Home channel hasn’t had a down month.
Month | MoM Revenue Growth | Revenue vs. Program Launch |
|---|---|---|
Month 1 (Jul 2025) | Baseline | Baseline |
Month 2 (Aug 2025) | +74% | 1.7x |
Month 3 (Sep 2025) | +80% | 3.1x |
Month 4 (Oct 2025) | +90% | 6x |
Month 5 (Nov 2025) | +7% | 6.4x |
Month 6 (Dec 2025) | +137% | 15x, MD Walker win |
Month 7 (Jan 2026) | +18% | 17.8x |
Month 8 (Feb 2026) | +8% | 19.3x |
Month 9 (Mar 2026) | +34% | 25x, Record Month |
Month 9 was Drive at Home’s biggest month in its history, and the trajectory is still pointing up.
Laura had worked with agencies before. Her experience hadn’t always been good.
“When you guys say you’re going to do something, you do it. That’s not been my experience with other agencies in the past.”
A few things stood out to her about how TVG operates differently:
Slack-first communication. Laura could message the team anytime and get a response within the hour. It felt less like a client-vendor relationship and more like an internal team. |
Loom videos for async answers. Instead of waiting until the next meeting to get a question answered, TVG’s team would record a quick Loom and send it over. Fast, clear, no scheduling required. |
Bi-weekly calls that actually work. Laura was initially skeptical about meeting only every other week. She came around quickly. |
A team that understood the brand fast. What impressed Drive most in the early days wasn’t the metrics, it was how quickly TVG grasped their brand identity and got it right the first time. |
“The fact that I can just quickly message you guys and it feels like you’re a part of the team. And when I do need things in between, Rishi’s always willing to set up a one-off meeting if I need to prepare a deck for an executive meeting. It’s just been great.”