Back-pain wearable founder tests acquisition channels as waitlist grows

Rohan is testing multiple customer-acquisition channels for a back-pain wearable, including agency work, paid acquisition and Twitter. He said the product’s current viral moment came in part from testing Twitter, while the most effective channel has not yet been determined.

Prospective customers were joining a waitlist at yourbackhurts.com. Infomercials, podcast sponsorships and live selling were mentioned as possible direct-response approaches for reaching people with back pain.