Sword Health Case Study
Sword Health is a digital physical therapy platform on a mission to free 2 billion people from pain — without surgery, without painkillers, from the comfort of home. With $450M raised and a global expansion on the horizon, the growth trajectory was set. But acquisition costs were unsustainable.
GrowthHit rebuilt the enrollment funnel, restructured paid media, and launched a segmented email program to make sure every dollar spent on growth came back with room to spare.
-31%
Cost Per Lead
+18%
Demo Requests
2X
Enrollment CVR
Conversion Rate Optimization
Homepage Conversion Redesign
Challenges/goals
What Sword Health Needed
- Enrollment funnels built for the actual employee, not a generic visitor. Sword Health's model depends on employer-sponsored activation — employees who don't know they have a free benefit and need to be met with messaging specific to their company, their role, and their pain points.
- Creative that spoke to fear, not aspiration. Sword Health's customer isn't dreaming about hiking — they're dreading another surgery consult or reaching for ibuprofen again. Meeting them at that reality, not a better version of it, was the key to conversion.
Lessons from helping Sword Health grow
Fear converts. Hope doesn't — at least not first.
Generic landing pages are a conversion tax on your ad spend.
Every click Sword Health bought went to a page that didn't fully acknowledge who it was talking to. A PepsiCo employee landing on a Sword Health page that barely mentioned PepsiCo had no immediate proof that this was their benefit. One landing page redesign — with company branding, employee-specific messaging, and relevant testimonials — produced a 1,846% lift in eligibility checks. That's not a marginal improvement. That's the difference between an ad program that works and one that burns budget.
Enrollment is a segmentation problem, not a messaging problem.
The instinct when enrollment rates are low is to rewrite the copy. The real fix is to ask: who are we sending this to, and is this the right message for them? GrowthHit segmented Sword Health's email program by worker type — frontline vs. corporate, blue collar vs. white collar — because these populations have fundamentally different healthcare relationships, schedules, and trust thresholds. Sending the right message to the right segment, not a better message to everyone, is what moves enrollment rates.
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