Case Studies
Eucalyptus + Paramark
How Eucalyptus doubled customers and scaled profit without raising CAC using incrementality testing and causal measurement with Paramark.
Pranav Piyush
Co-founder, CEO
How Eucalyptus scaled profit and doubled their customers without raising CAC — powered by causality, not clicks
Eucalyptus is a global direct-to-consumer telehealth provider based in Australia, operating across four national markets and more than a dozen marketing channels. While they had plenty of in-platform data from ad platforms, what they lacked was clarity about where to increase their ad spend while maintaining their overall customer acquisition cost (CAC).
Together we built a testing roadmap that worked through early nulls, identified how channels like TikTok, YouTube, and radio actually drove results, and we reallocated spend accordingly.
Today, budget follows causal evidence, growth follows that budget, and the same approach is guiding their entry into new markets.
“We needed a way to give proper credit and subsequent investment to the channels actually driving demand — and to escape platforms simply marking their own homework — so we get the most from our marketing budget. That’s what led us to Paramark.”
–Jordan McTeare, Head of International Growth, Eucalyptus
Who is Eucalyptus?
Similar to the Hims and Hers brands in the United States, Eucalyptus is the leading direct-to-consumer digital healthcare platform in Australia. They also successfully launched in the United Kingdom, Germany and Japan.
Eucalyptus oversees five digital clinics, including Pilot — a men’s health clinic — and Juniper — a weight loss clinic for women — plus Kin, Compound and Software.
The problem: Seeing past click-based attribution
Eucalyptus wanted to invest with confidence across upper and lower funnel channels, especially as they expanded into new markets beyond their central hub in Australia. Platform-reported results and last-click views were obscuring true impact.
As Mike Sharman, Eucalyptus’ performance marketing lead, shared: “We needed a way to measure causality, so we could give proper credit and subsequent investment to the channels actually driving demand.”
The search for a partner
Eucalyptus piloted two measurement partners in parallel.
In the United Kingdom, population concentration made simple geographical methods unreliable, so they needed rigorous test design, plus hands-on support.
“There are a lot of measurement partners out there… Paramark has a proven track record and a big bank of case studies that highlight their rigor… Pranav is also very much a thought leader in the industry.”
–Jordan McTeare, Head of International Growth, Eucalyptus
Why Eucalyptus chose Paramark
Two incrementality vendor pilots ran side by side. The moment of truth came from a test we ran in the UK, where a one-size-fits-all test design couldn’t handle the practical realities of dense population centers. Eucalyptus saw that a templated, zip-code-style approach wouldn’t cut it. They needed nuance, fieldcraft and a partner who would roll up their sleeves and adjust design hands-on, not just report results.
We came in and refused to treat the UK test as a simple copy-paste of what they ran in Australia.
The Paramark team first evaluated the geographical footprint in each country, carefully grouping Australian provinces and UK counties into test and control groups. We accounted for population density and other factors (e.g. commute) for each market. Then, we launched geo tests accordingly.
By contrast, the alternative vendor simply ran the same playbook they run in the U.S. zip codes, which becomes an invalid test when done internationally.
In sum, Paramark’s approach aligned with Eucalyptus due to the following:
We worked across geographical nuances to custom design tests that deliver reliable results
We structured our models to capture two key metrics for the marketing team, capturing incremental marketing impact at both the upper-funnel and lower-funnel levels
Our inclusive pricing — a contrast to other vendors who charge per metric — made their scale realistic
The solution: A durable experimentation program, plus modeling for confidence
Initial scope: incrementality testing only. Since November 2024, Eucalyptus has run 17 tests across two of their brands: Pilot, a men’s health platform, and Juniper, a digital weight clinic.
Markets
Australia: Testing across both brands
UK: Testing live, MMM operational
Germany: Testing about to begin, MMM about to begin
Measurement approach for a multi-step journey
Patients must see a doctor online before purchase, so Paramark structured two models to capture causality at each stage:
Upper funnel: appointment request submitted
Lower funnel: order placed
This allowed us to help the Eucalyptus team understand their lift both when intent is expressed and when orders are completed.
“Any consumer marketer that’s spending north of $1M/month across Meta, YouTube, Google, and other smaller channels like TikTok, Snap — or even radio, Spotify, and TV — If you have a sophisticated mix and multiple metrics/brands, it’s a no-brainer to work with Paramark given their ability to navigate the complexity.”
–Jordan McTeare, Head of International Growth, Eucalyptus
From early nulls to scalable wins
Their first five tests did not show incremental lift. Eucalyptus leaned into the process. Mike understood that “not every test or experiment is going to yield positive or incremental results… A null result is kind of the point of testing… [It] provides value by saving you from making expensive mistakes.”
Then the program started paying off in profit:
TikTok delivered a surprising success in its first incremental test.
TV and radio performed well, with radio proving highly incremental.
Multiple single and double digit increases across channels like Meta, YouTube, and radio enabled additional budget deployment, scaling new customer acquisition and revenue.
Matt summed up their success: “Budget now flows to channels with causal proof of impact. This has diversified our media mix and in turn unlocked greater scale and improved profitability.”
Visible business impact: profitability scaled, CAC steady
In the last 12 months, Eucalyptus successfully scaled ad spend while lowering their CAC by reallocating toward channels with proven causal impact.
As a result, they maintained CAC within profitability goals while adding efficient spend, and they doubled new customer acquisition. They saved millions of dollars in wasted ad spend by testing creative and placement hypotheses early and cutting the ones that didn’t land. Those dollars were then redeployed to higher impact tests.
“We’ve been able to scale significantly and lower our CAC by making smarter investment decisions with our media mix.”
As Eucalyptus continues to scale globally, what’s next?
Our roadmap builds on what already works. Always be testing.
In the UK, MMM will sit alongside live testing. Our teams will work hand-in-hand to calibrate short-term causal reads with a broader view of the full mix. In Germany, testing begins with the benefit of hard-won playbooks from Australia and the UK, which means faster cycles and fewer dead ends. Across markets, insights move quickly from one channel to the next so new spend can scale with confidence rather than guesswork.
In simple terms: keep testing where Eucalyptus is already strong, add MMM in the UK to round out the picture, and carry the proven approach into Germany.
As Jordan from Eucalyptus said: “There are plenty more tests to run and plenty more scale to come.”
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