NG Mobility, Shopify mobility ecommerce.
NG Mobility is an Australian mobility products brand selling direct to consumers on Shopify, including electric mobility equipment and e-bikes. A single purchase can involve three people, the patient, a family carer, and a prescribing physiotherapist or occupational therapist. The 12-month engagement covered UX, content, paid media and lifecycle email.
NG Mobility, a patient-aware Shopify programme for a mobility retailer.
Product discovery is organised by condition rather than product category, with navigation across mobility, balance, strength and post-surgery rehab, care-need-aware filtering, and a split between the NDIS-funded and self-funded purchase pathways.
Product content is AHPRA aligned, with no implied therapeutic claims, a clinical-substantiation file kept per claim, and condition content reviewed by a senior healthcare-content reviewer.
Meta and Google Ads are segmented across the three audiences, with different creative, ad copy and conversion pathways for patients, carers and allied-health clinicians.
Klaviyo lifecycle flows cover welcome by condition or care need, browse-abandon by category, post-purchase replenishment and cross-product recommendation, plus a separate flow set for allied-health practitioners.
Product information is written in patient-friendly language throughout, and the buyer journey is structured around the clinical context rather than the product catalogue.
Mobility ecom, patient-aware buyer journey.
Condition-led product discovery
Patient-aware product discovery, condition-led navigation (mobility, balance, strength, post-surgery rehab), care-need-aware filtering, NDIS-funded vs self-funded purchase pathway, patient-friendly product information. The buyer journey respects the clinical context.
Regulator-aware product information
AHPRA-aligned product content, no implied therapeutic claims, regulator-aware product framing, clinical-substantiation file kept per claim, condition-content reviewed by senior healthcare-content reviewer. Healthcare creative pipeline →
Patient + carer + clinician audiences
Meta + Google Ads tuned for patient + carer + allied-health-clinician audiences. Three buyer personas, the patient, the family carer, the prescribing physiotherapist / OT. Different creative, different ad copy, different conversion pathways.
Replenishment + cross-product flows
Klaviyo flows tuned for mobility-product lifecycle, welcome by condition / care-need, browse-abandon by category, post-purchase replenishment + cross-product recommendation, allied-health-practitioner flows for clinician audience.
Mobility ecom is healthcare-adjacent, AHPRA discipline applies.
Mobility products sit in healthcare-adjacent regulatory territory. Some products carry therapeutic claims that fall under TGA jurisdiction; others sit just outside but still benefit from AHPRA-aligned content discipline. The marketing has to acquire patients + carers + prescribing clinicians while staying inside the regulatory envelope.
That requires senior healthcare-content review on product information, condition-aware buyer-journey UX, patient + carer + clinician audience segmentation in paid + email, and a clinical-substantiation file kept per claim.
NG Mobility ran the AHPRA-aware mobility-ecom programme on Shopify, patient-aware UX, AHPRA-aligned content, Meta + Google Ads, Klaviyo lifecycle. services delivered.
NG Mobility, the electric mobility and e-bike retailer we run catalogue media for.
What did 121 Group do for NG Mobility?
121 Group ran Google Ads, paid social and email marketing for NG Mobility. The site runs on Shopify.
What industry is this consumer ecommerce case study in?
NG Mobility operates in consumer ecommerce. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach consumer ecommerce marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Mobility, allied-health-product, or healthcare-adjacent ecom brand?
Thirty-minute call. We'll look at your AHPRA posture, your patient-aware UX, your audience segmentation, and your AHPRA-aligned content review pipeline.