Health & Wellness · Case Study

Compliant Lead Generation & Full-Funnel Infrastructure for Oculogica

How HeyLead built a policy-compliant lead generation ecosystem for the first FDA-cleared, baseline-independent concussion test — managing Meta Ads under constant scrutiny, running 43+ creative iterations, and delivering qualified demo requests from clinical and athletic decision-makers.

open_in_new Visit oculogica.com
43+
Creative iterations
tested
FDA
Compliant ad
ecosystem
14
Concurrent ads
under review
Full
Funnel attribution
& CRM
Client
Oculogica
CEO: Rosina Samadani
Industry
Medical Technology
FDA-cleared concussion diagnostics
Market
United States
Clinical, sports & institutional
Engagement
Paid Media & Infrastructure
Meta, Google, CRM & compliance
Business Overview

The first FDA-cleared, objective concussion diagnostic

Oculogica is a medical technology company specializing in objective, eye-movement-based concussion diagnostics. Its flagship product, the EyeBox, is the first FDA-cleared, baseline-independent concussion test, designed for use in emergency departments, sports medicine clinics, and athletic organizations.

Unlike consumer health products, Oculogica operates in a highly regulated environment where advertising claims are tightly controlled, messaging must align with FDA clearance language, and lead generation must target professional decision-makers, not consumers.

HeyLead was engaged to build and manage a sophisticated, compliant lead generation ecosystem spanning Meta Ads, Google Search, CRM workflows, and tracking — while keeping campaigns live under constant policy scrutiny.

Target Decision Makers
  • medical_services
    Sports medicine professionals and clinical decision-makers
  • sports
    Athletic program directors at universities and organizations
  • local_hospital
    Hospital and emergency department stakeholders
  • science
    Clinical researchers evaluating concussion diagnostic tools
Critical Requirements
check_circle FDA-compliant advertising across all channels
check_circle Qualified demo requests from professional buyers only
check_circle Clean attribution and CRM data for long sales cycles
The Challenge

Running compliant lead gen in a regulated medical category with zero margin for error

gavel

Advertising in a Regulated Medical Category

Medical device advertising — especially related to concussion diagnosis — faces strict Meta and Google policies, frequent automated rejections, and manual reviews triggered by language, imagery, or form usage. Keeping campaigns live required continuous policy navigation.

filter_alt

Reaching the Right Audience

Oculogica does not sell to consumers. Paid media needed to filter aggressively, ensuring demo requests came from qualified sports medicine professionals, clinical decision-makers, and athletic program directors — not general interest users.

track_changes

Lead Integrity & Attribution

Given the long sales cycle and high deal values, every demo request needed accurate attribution, clean CRM data, and clear regional and organizational context. Any tracking gaps would undermine sales confidence and scaling decisions.

warning

Constant Policy Scrutiny

At one point, 14 concurrent ads were under review simultaneously. Managing multiple waves of rejections while keeping the funnel live required active policy management, not passive campaign monitoring.

Execution & Improvements

Compliance-first growth infrastructure across Meta, Google, and CRM

Execution tightly coordinated with leadership to balance growth and risk — every creative iteration balancing performance, policy compliance, and clinical credibility.

01

Meta Ads & Lead Generation Engine

A dedicated Meta Ads ecosystem built around the EyeBox, including lookalike modeling from high-quality lead signals, Lead Ads with Instant Forms, and segmented ad sets targeting clinical and athletic decision-makers.

people Advanced Lookalike Modeling

Audiences designed to reach senior, operations-level professionals with demographic and behavioral refinement.

description Lead Ads & Instant Forms

Streamlined demo request flows reducing friction for clinical professionals while maintaining compliance.

02

43+ Creative Iterations — Policy-Safe at Scale

Dozens of creative iterations (v1–v43) testing messaging frameworks, visual styles, CTA language, and claim positioning — each balancing performance, compliance, and clinical credibility.

brush Messaging frameworks tested against policy guardrails
brush Visual styles iterated for clinical and athletic audiences
brush CTA and claim positioning refined continuously
brush Advantage+ automation implemented with Meta Pro collaboration
Result
check_circle Continuous optimization without account-level risk
check_circle Campaigns kept live despite aggressive enforcement
03

Compliance & Policy Navigation

Active management of ad rejections, "Misusing Lead Ads" flags, and manual reviews — keeping the funnel live with 14 concurrent ads under review.

check_circle Multiple rejection waves managed
check_circle Complex policy flags successfully navigated
check_circle Meta Pro collaboration for Advantage+
check_circle Funnel continuity maintained throughout
04

Google Search & Demo Infrastructure

Google Search as a high-intent validation channel alongside Meta, with a fully tested "Request Demo" workflow integrated into CRM.

check_circle High-intent clinical search capture
check_circle Demo request workflow built & tested
check_circle CRM records with region & org type
check_circle Test leads executed to validate tracking
05

Attribution & Leadership Alignment

End-to-end tracking with correct pixel firing, clean attribution across paid and organic, plus a dedicated Slack workspace for real-time updates.

check_circle Clean cross-channel attribution
check_circle Dedicated Slack for live updates
check_circle Direct collaboration with CEO
check_circle Growth aligned with sales outcomes
Results & Strategic Impact

A repeatable, compliant growth engine — not a fragile ad setup

43+
Creative Iterations

Continuous creative testing balancing performance, FDA compliance, and clinical credibility — without triggering account-level risk.

Compliant
Lead Gen at Scale

Sustained lead generation in a regulated medical space with Meta Ads compliance maintained under constant policy scrutiny.

Full
Funnel Attribution

Clean, reliable CRM and attribution data giving leadership confidence to scale responsibly — no decisions based on flawed metrics.

Strategic & Long-Term Wins

check
Sustained lead generation in a regulated medical device category with zero tolerance for mistakes
check
Meta Ads compliance maintained under constant policy scrutiny and multiple rejection waves
check
High-quality demo requests from qualified clinical and athletic organizations
check
Clean, reliable CRM and attribution data supporting leadership confidence to scale
check
Direct real-time collaboration with CEO via dedicated Slack workspace
check
A repeatable, compliant growth engine built for long-term scaling — not a fragile ad setup
Services Provided

What we delivered for Oculogica

  • ads_click
    Meta Ads Strategy & Management
  • description
    Lead Ads & Instant Form Optimization
  • gavel
    Ad Policy Compliance & Appeals
  • manage_search
    Google Search (SEM)
  • track_changes
    Full-Funnel Tracking & Attribution
  • database
    CRM & Demo Lead Infrastructure
  • search
    Technical SEO & Authority Positioning
  • trending_up
    Executive-Level Growth & Risk Consulting
star star star star star
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Working with HeyLead on our EyeBox marketing has been transformative. They navigated an incredibly complex regulatory landscape — managing Meta and Google compliance while keeping our campaigns live and generating qualified demo requests from exactly the right audience. Their ability to iterate creatively within tight policy constraints, combined with the CRM infrastructure and attribution clarity they built, gave us the confidence to scale. They operate where most agencies simply can't.

person

Rosina Samadani

CEO, Oculogica

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