What is the secret to turning a dream into a reality? 

Let me reveal the keys to one exciting success, despite launching a new product in a recession and when most observers said it couldn’t be done.  

It’s a story that shows the American dream come true – from “rags to riches,” a true multimillion dollar success story. 

The idea and obstacle was to market alternative health information before it was so popular. 

Dr. Bruce West first called me over 30 years ago. in the middle of a recession and economic uncertainty. He wanted to share his knowledge of alternative health protocols years before the national health movement took off – and he wanted to make a living at it. 

As an entrepreneur, he had little resources. The consensus was it would not work, it was new and unproven.  

The Launch 

Dr. West’s original goal was to market a newsletter on alternative health to medical professionals and offer them supplements to sell to their clients. 

Instead, I suggested marketing this newsletter to an audience of consumers age 50+. Dr. West agreed. 

And I saw a solid path to success as I watched Dr. West’s passion, vision and purpose. I then presented Dr. West with a marketing roadmap to success. He agreed.  

My team at CDMG created 7 keys to Dr. West’s successful launch. 

Key #1: Accountable Direct Response Advertising 

He had a typical low start-up budget. So, the first key was to market so that everything we did was accountable and on a tight budget. Everything we did had to work. 

Key #2: Direct Response Copy/Strategy 

The second key was to apply professional direct response copy and strategy. 

This included the branding, the positioning, defining the Unique Selling Proposition (USP) and creating a personality. Plus, our copy recognized how even at a time of economic uncertainties, health is critical. 

Key #3: Powerful Direct Response Offer 

The third key was developing a powerful and irresistible offer so the project could begin at the start profitably. 

Key #4: Test Creative 

The start of a new launch is to pick the right marketing channel and test creative. Once proven, go to a bigger budget with more testing. 

Key #5: Using the Right Media/Data 

The best creative won’t work if you don’t have the right media and data. 

Our team identified our target audience: Those will pay for information ($39.00/year) and should have an interest in health alternative. 

And we set up tests of the data. 

Key #6: Right Analysis 

After the first test campaign, we analyzed all the test results for the creative and media to improve the next larger test of the campaign. 

Key #7: Always Stay One Step Ahead 

And we established trust and relationships with Dr. West to test additional creative approaches, media and creative direction to stay one step ahead of the market. 

Dr. West was a pioneer in multichannel marketing. 

From writing his alternative newsletter on the kitchen table in a rented guesthouse, Dr. West became the founder of one of the largest health newsletters and supplement companies in America… and eventually owning the guesthouse he stayed in overlooking the Pacific ocean. 

Health Alert’s over 100,000 paid subscribers (average unit of sale is $68.00), powerful renewal rate and more importantly, recurring income from nutritional supplement sales. We created a $24 million dollar a year supplement company. 

Despite inflations, recessions, market crashes, intense competition from large corporations, changing technologies and new media and communication channels, we continue to help build this company into one of the largest independent alternative health services in America. 

For over 30 years now, CDMG produced a broad array of marketing strategies and tactics to help Health Alert become profitable and grow exponentially.  

Starting with the campaign direct mail, we mailed over 48 million direct mail pieces. 

We tested over 500 digital, email and direct mail tests. 

Some of the other multichannel marketing strategies included: 

• Infomercials 

• Magalogs 

• Landing Pages 

• Newsalogs 

• Database Marketing 

• Upsell/Cross Selling 

• Inserts 

• Renewal Series 

• Email 

• Banner ads/Native ads 

• Digital ads 

And, over the years, CDMG won six gold awards for Best Marketing Campaign of the year (out of our 120 awards) for the campaigns for Dr. Bruce West and his newsletter/supplement company. 

The Results 

The company grew from only a dream into a multi-million-dollar reality for Dr. West – all because of superior direct response multichannel marketing and media selection. 

We’d love to talk to you about your product or service, and how you can go from “rags to riches” – give us a call at 615-933-4647 or email Michael at [email protected].

Unlock Your Business Potential with CDMG, Inc.

Boost Your Brand. Maximize Your ROI. Drive Measurable Growth.

At CDMG, Inc., we don’t just run ads—we drive results. Our award-winning, data-driven strategies are designed to elevate your business, increase your leads, and maximize your bottom line. Led by marketing experts Craig and Caleb Huey, we’ve helped transform startups into multimillion-dollar powerhouses and scaled industry leaders to new heights.

Whether you need expert media buying, compelling copy, targeted D2C strategies, or cutting-edge testing, CDMG is your go-to partner in success.

Why Choose CDMG?

• Proven Success: With over 120 prestigious awards in 2024 alone, we know what works.
• Customized Strategies: Our data-driven approach ensures that every campaign is tailored to drive results.
• Expert Team: Tap into the expertise of seasoned veterans who’ve launched products, repositioned brands, and created e-commerce success stories.