We have built wellness brands, shipped devices and run the ads ourselves

Promote Device started building B2B pipelines for medical and lab equipment companies. That work still runs, and it still ranks. Around it we built what most firms in this category do not have: operating experience on every side of the wellness economy.

Built for the market that came next

Over an 11-year run from 2008 to 2019, we built the search, marketplace and inbound demand engine around Providian Medical. That work helped make a fragmented medical equipment category easier to find, buy and scale. We sold in 2019 at 6x EBITDA.

Providian Medical, Trisonics and MedCorp were later brought under the Probo Medical brand. In 2022, Avista Capital Partners acquired a majority stake in Probo at an enterprise value of approximately $450M. The public record is Probo's account of the 2019 consolidation and Axios' report on the 2022 transaction.

The lesson is simple: demand infrastructure compounds. The right search footprint, buyer network and operating system can keep creating value after the first transaction.

The arc

• High-velocity ecommerce, mid-2000s. Ticket resale, where rankings moved daily and 1 algorithm shift could end a business. We learned to read search before it changed, and saw 1 of Google's first major penalty waves coming before it landed.
• Direct response. Created and marketed 1 of the web's first advertorials, then ran creative-led campaigns on Facebook before it sold ads.
• Clinical. Built the pipelines and buyer networks above, including marketplaces we still operate.
• Wellness and longevity. Launched our own direct-to-consumer lines, sourced and manufactured equipment, sold through dealers, and now consult for and help grow brick and mortar wellness franchises.
• AI. Rebuilt our own stack around agents and local models, and trained the team inside ConsultDex, the practitioner community we run for AI-forward operators.

Why it matters to you

Growth here is a considered-purchase problem. Buyers research for weeks or months, several people weigh in, and the platforms restrict what you can say. Firms that have only managed ad accounts guess at the rest. We have carried inventory, negotiated with factories, set dealer terms, helped open locations and answered the sales phone.

How we work

A small senior team. No account managers between you and the people doing the work. Agents in every workflow, with a person approving anything a customer sees. Everything we build for you, you own: sites, data, creative, feeds and systems.

Promote Device is the growth arm of a family of owned wellness brands. We keep those brands private, for the same reason we will keep yours private.