SafKan Health

Creators of OtoSet, a medical device for earwax impaction —sold B2B and soon B2C.

Before

SafKan focused exclusively on B2B, with most sales coming from audiology conferences and in-person outreach. Brand awareness was low, and product sales were limited.

What I Did

After collaborating with the sales team, I introduced a scalable demand generation strategy:

• Expanded lead gen using Google Ads, Meta, Reddit, LinkedIn, and sponsored conferences

• Shifted strategic focus toward consumer marketing, even before FDA clearance allowed direct sales

• Launched a subscription model for businesses to offer ear cleanings, with SafKan managing patient scheduling

• Deployed scheduling infrastructure using JotForm, HubSpot, SMS, and Zapier integrations

• Ran influencer campaigns and social ads featuring the ear cleaning experience

The Results

• Ads featuring live cleanings went viral, with hundreds of attendees per event at just $6 per person

• Built a waiting list of over 18,000 consumers eager to purchase a direct-to-consumer version

• Achieved daily traffic spikes of 50,000+ visits during viral moments

• Leveraged consumer interest to accelerate B2B sales, using event performance to close new subscriptions

• The OtoSet is now a growing success in both B2B and consumer markets