1 in 8 Visits: Ezderm Turns HubSpot Deal Stages Into Streaming TV Audiences

Ezderm builds an all-in-one EHR and practice management system for dermatologists, founded in 2017 by a practicing Mohs surgeon who wanted a better way to document and serve patients than anything available off the shelf. The company has around 250 employees. Matt Henson, Marketing Manager, runs paid across a six-person marketing team.

Challenge

Ezderm sells to dermatology practices. The total addressable market is small and specific, and email prospecting, which carried much of the outbound load, was returning less every quarter.

The team had finished a rebrand in January that included a professional video shoot. The video was cut and ready. The places to run it were not.

“I had this gorgeous video ready, but not a bunch of places to put it. We put it on our socials and our YouTube, but those weren't meaningfully contributing to our goals.”

Broad-reach TV was the wrong instrument for a market this narrow. Most of the budget would have reached households that could never become customers.

Solution

When the entire market is dermatology practices, targeting has to come from the advertiser's own data rather than a demographic proxy, and the proof that it landed has to be visible in tools the team already uses. Matt also runs paid alone, so anything requiring a weekly call or a production cycle was not going to get off the ground. Here's why Matt chose Vibe:

Identity Intelligence: audiences built from Ezderm's own pipeline

HubSpot is Ezderm's CRM and its source of truth for lead and sales data. Rather than approximate the dermatology market with interest segments, Matt built the audience from the records he already had, on three layers:

“It gave us the control to deliver the right message to the right people at the right time.”

Performance Measurement: CTV as its own line in GA4

Vibe's GA4 integration writes CTV-driven sessions into Google Analytics under their own source and medium. Ezderm did not have to accept a platform-reported number or build a separate reporting workflow. CTV appeared beside every other channel in the tool the team already ran its weekly reporting from, measured the same way.

That matters more for a business with a three-month sales cycle than a same-month conversion count would. Traffic is the leading indicator Ezderm can act on, and it needed to be legible next to paid search and organic rather than sitting in a platform tab.

Platform Control & Agility: live without a production cycle

Ezderm had the creative. What it did not have was time. Vibe runs self-serve from $50 a day per strategy with no contract, so the entire setup took four emails and two meetings, and the rebrand video went to work without a reshoot.

“It was four emails and we were up and running.”

Experimentation Framework: six campaigns, read by region

Ezderm launched six campaigns with three creatives each, running traffic and retargeting in parallel rather than sequencing tests over months. Vibe's insights surfaced which were performing within four to six weeks, broken out by geography.

Matt used that read outside the ad account. Ezderm's sales team works in regional territories with a BDR assigned to each, so when delivery performed in the Northeast, the team pointed call volume there, into a market that had already seen the ad.

Results

Ezderm went live on Vibe on May 8. Traffic reached steady state the following month and held at that level through August.

The cleanest read on impact is April to June, before other channel changes entered the picture. Total site sessions grew 13% over those two months, and Vibe accounted for effectively all of that growth, with every other source holding flat.

At its peak in June, within two months of launch, Vibe accounted for about one in eight visits to the Ezderm site.

The brand effect arrived in Matt's inbox before it arrived in the data. Clients and prospects started sending him photos of their own TV screens.

“I get messages all the time from offices saying, hey, I saw this on TV. Even from our own clients. That's been really neat to see.”

Conclusion

For a company selling into a market of a few thousand practices, the value of CTV was never reach for its own sake. It was the ability to point a finished brand video at the dermatology community specifically, from a one-person paid team, and see the result in the same report as everything else.

“Everything was literally as advertised. How easy it was to set up, no surprise contract minimums. If I've ever needed anything, they've either made changes very quickly or I can hop on a call and they'll take care of it. I guess maybe I'm just Vibe for life.”