Wild Idea

BACKGROUND

Introduce your business and what you do there.

I'm the Director of Creative and Content at Restore Hyper Wellness, a wellness company with over 200 studios nationwide. We offer science-backed therapies: IV Drips, Cryotherapy, Red Light Therapy, Compression, Mild Hyperbaric Oxygen Therapy, and more, alongside expert clinical guidance, to help clients address health concerns and improve how they feel.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Wild Idea?

We needed robust, expert-led, science-backed blog content that ranks for the therapy queries our studios sell against. We had the medical credibility in-house, but none of it was showing up in search results.

SOLUTION

What was the scope of their involvement?

Wild Idea provided expert-led long-form articles tied to our weekly newsletter, in interlinked therapy clusters. Karli Jaenike, Wild Idea's strategist on our account, met weekly with Dr. Rachele, our Chief Science Officer, for the length of the engagement. Almost every net-new article involved her directly, and authorship was credited on the page. Wild Idea also used performance data to pick which older articles to rebuild alongside the new ones. Beyond the writing, Wild Idea owned keyword research and content strategy. They built the therapy clusters and interlinking between articles, set the editorial calendar, chose the newsletter stories, ran the SME program with our Chief Science Officer, and handled all reporting and analysis. Technical SEO wasn't in scope, and neither was off-site link building. The gains came from content strategy and authority alone.

What is the team composition?

Three people from Wild Idea worked on the account, though I only ever dealt with one. Karli Jaenike was the sole strategist and my only point of contact. I provided feedback on brand voice, but it all went through Karli. She wrote every writer brief and carried the feedback to the writers herself. No account layer between us, and I never had to manage the writers directly.

How did you come to work with Wild Idea?

Through a referral. Wild Idea had high ratings and company values that aligned with ours.

How much have you invested with them?

Within the $10,000 to $49,999 range. What Wild Idea achieved was worth considerably more than we paid for it.

What is the status of this engagement?

Completed. We worked together from September 2025-January 2026.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Wild Idea moved our blog from the second page to the first page of search results for the therapy queries our studios actually sell against. The average position went from 21.7 to 7.0 year over year, with clicks up 52% and impressions up 208% over the same period. Citations of our blog also grew on every platform we could measure: Google AI Overviews up 674%, ChatGPT up 552%, Gemini up 247%, and Perplexity up 110%. Our share of the AI Overview slots on our own results pages went from 14.7% to 30.8%. We never funded a separate AI-visibility program. Wild Idea's bet was that credited medical expertise and cluster depth would earn citations on their own, and it did. Refreshing existing pages turned out to be the highest-returning play: five rebuilt articles grew sessions between 1.5x and 8x. Engagement was unusually deep for our category, with 30 minutes average time on page for our NAD+ article. Our studios told us the visible medical expertise gave Restore more credibility and helped build trust with clients. That's the outcome I cared most about, because credibility is what our whole category competes on, and it came from the field rather than from marketing. Our CRM manager at the time also believed we were seeing more bookings come through our newsletter program. We couldn't confirm it, since our analytics and booking platform aren't connected, so I'd call it a strong impression rather than a finding. Our Chief Science Officer became one of the program's strongest advocates internally. She held a standing weekly slot for the whole engagement and sat for a filmed interview so her expertise could be repurposed. Clinical leadership that champions content work, rather than tolerating being pulled into it, is rare. And it's a big part of why this worked.

How did Wild Idea perform from a project management standpoint?

Wild Idea delivered on time, and under conditions that made it hard. Every article was tied to a newsletter send, so each piece had a fixed external date and no room to slip quietly. Partway through, we decided we wanted two articles a week instead of one, which doubled their production load mid-engagement, and Wild Idea absorbed it without missing dates. In the peak months, they shipped 10 and 11 pieces against the eight we'd asked for. Day-to-day, we ran on email plus standing calls to lock strategy and agree on the newsletter stories. The strategy was Wild Idea's, and the guidance was mine, which is the balance I wanted at this level. They came in with a point of view rather than waiting to be told and adjusted it against what I needed.

What did you find most impressive about them?

Wild Idea bet on authority over volume, and that choice proved to be the one that generalized. Instead of publishing more, they built around visible medical expertise, credited authorship, and real depth within each therapy cluster. The same work that won our rankings also won us citations across four different AI platforms, without us funding a separate AI-visibility program. Most vendors we've talked to either sell volume or sell AI visibility as an extra line item. Wild Idea treated them as the same problem, and the data said they were right. The other thing was the honesty of their analysis. Their closing report broke our traffic down keyword by keyword and separated what we had caused from what Google changed on the results page, including flagging that a metric they could have claimed credit for was inflated by a shrinking denominator. I haven't had another vendor hand me an analysis that honest.

Are there any areas they could improve?

Nothing on delivery. The only real gap was attribution, and it was ours to fix, not theirs.

Do you have any advice for potential customers?

Get your attribution in place before you start, so you can measure content against revenue rather than traffic. That's the one thing I'd do differently. Commit for longer than feels necessary. This work compounds. Our traffic was still climbing months after the program ended, because content keeps maturing in the index long after it ships. If you stop early, you never see what you actually bought. Ours ended for reasons unrelated to the work, and I'm genuinely disappointed we didn't get to see where it could have gone. Give them real access to your subject-matter experts. The visible medical expertise is what earned our AI citations, and that only works if your experts actually show up.