At a glance
Alderm Direct, a direct-to-clinic medical device brand.
Full launch. Website, business strategy, and marketing strategy.
April 2026, first 5-week sprint.
The build.
Live site shipped; paid media is the next chapter.
The challenge: a business from a blank page
Alderm Direct came to us through a mutual connection who knew the scope was bigger than one specialty could handle. The founder had 40 years in the industry, product sourcing locked, and a clear vision for the business. What he didn't have was any of the machinery to sell it: no website, no go-to-market, no marketing engine. That's the kind of problem most agencies split across three vendors. We don't work that way. Pedal is built to run the whole stack, so we took all of it, the site, the business strategy, and the marketing strategy, as one engagement.
Why the funnel is a phone call
The founder was clear about one thing early: he wanted every serious buyer on the phone with him. His approach is to inform, not to push. He gives a buyer everything they need to understand the product, then lets them come to the decision on their own terms. So we didn't build toward a long nurture or a hard sell. We built toward the conversation. Every path on the site points to the same two actions, a short lead form or a direct line to the founder. No friction, nothing that slows a ready buyer down. The site's whole job is to get the right person informed and talking to the one person who knows the product best.
Building inside the guardrails
Selling a medical device means living inside FDA advertising rules, and the wording matters. This is where the founder's 40 years paid off. He knew exactly what could and couldn't be claimed, so we built the site shoulder to shoulder with him: every claim clean, the product still compelling. FDA-cleared tri-wavelength device, hair reduction, never "permanent."
The sprint
We work in 5-week sprints. We met in April, planned the site across a handful of working sessions, then built, iterated, and finalized it. The result was a live, conversion-ready site tuned to a founder-led sale, with the full measurement stack wired in from day one so nothing about the launch would be a guess.
Where the journey goes next
This is chapter one. The foundation is built and tracking is live, which means the interesting part is just starting. Paid media is the next step in the Alderm Direct launch, and we'll document it here as it happens: what we turn on, what we learn, and eventually what the numbers say. You're catching this in progress, on purpose.
From the founder
Pedal didn't just build our website. They help us give physicians a reliable source of qualified patient leads for the procedure. That's a real partnership.