MANUKAMEND
Medicine meets nature
ManukaMend was created by Dr. Allen Kamrava, a board-certified colorectal surgeon who watched patients struggle between harsh, steroid-based creams and unproven natural remedies. His answer: physician-formulated products powered by medical-grade New Zealand Manuka honey, delivering safe, effective, stigma-free relief for life's most sensitive conditions.
Ruckus was engaged to build the brand's strategic foundation, the story, positioning, pillars, and voice that let a new kind of sensitive-care company speak with both clinical authority and human warmth. Today, Ruckus also runs the brand's full digital marketing engine across paid media, email, and social.
A category that forces an impossible choice
Sensitive care forces a choice between harsh pharmaceuticals that mask symptoms and natural remedies nobody can trust. Steroid-based creams are risky for long-term use, with numbing agents that only mask symptoms, wrapped in a cold, clinical buying experience. Natural options exist, but without physician credibility they read as folk remedies. And hemorrhoids, fissures, and postpartum recovery, conditions millions live with, are sold in ways that heighten shame instead of easing it.
A voice built on science and care
Ruckus defined the brand around the harmony of science and care: physician-formulated, natural healing that never asks people to compromise. Four pillars of trust anchor the story. Physician-formulated expertise, grounded in the authority of a colorectal surgeon. Natural healing power, medical-grade honey from New Zealand at the heart of every formulation. Safe and stigma-free care, gentle formulas, discreet packaging, and messaging that normalizes the conversation. And comfort restored, linking functional relief to dignity and wellbeing for users and caregivers alike.
The voice is confident, compassionate, and clear. It speaks with the authority of a physician without pharma promises, explains ingredients plainly, and talks like a trusted friend, stigma-free and reassuring. All of it distills into the tagline Guided by Nature, Grounded in Science: natural ingredients as the brand's compass and physician-led formulation as its foundation, in six words a patient can trust.
The strategy now leads everywhere the brand shows up. At manukamend.com, the positioning translates directly into the hero, Physician-Formulated Relief. Naturally., with physician-formulated credibility front and center, the honey-and-cream warmth of the visual world, and stigma-free copy that speaks to real people.
Tracking first, then compounding growth
Since October 2025, Ruckus has run ManukaMend's digital marketing end to end: Google, Meta, and Amazon paid media, Klaviyo email flows, and organic social. Ruckus rebuilt the tracking foundation first, then optimized month over month, and by May 2026 the campaigns delivered their best month on record.
A best month on record
Monthly Google Ads conversions grew 5x in four months of Ruckus management, from 7 in February to 35 in May 2026. The paid search conversion rate hit 6.1% in May, up 29% month over month, with cost per acquisition down 18% to $43, and Google Ads ROAS grew 4x over the same period, from 0.28 to 1.09, crossing 1.0 for the first time.
Amazon delivered a 1.62 ROAS as the account's strongest channel, with 49 purchases in May from efficient, purchase-ready shoppers. Two products launched under the new brand, with the surgeon-led story front and center and the engine compounding month over month.
