AUCKLAND, Today: The Optimisers has picked up a refreshingly awkward and ambitious brief, helping New Zealand-owned Neoqura launch into the US pharmaceutical and e-commerce market.
The appointment will also support Neoqura’s upcoming PledgeMe equity crowdfunding campaign, as the business prepares to take Asteroid™ Ointment into a fiercely competitive consumer healthcare space.
The Optimisers will work across SEO, GEO, AEO, performance media, Amazon optimisation and influencer campaigns, building visibility, demand and trust where trust really matters.
For Richard Conway, CEO of The Optimisers, this is more than a standard client win. “This is exactly the sort of story we love,” said Conway.
“A small Kiwi-founded business taking on Big Pharma in the United States with a smarter, proven product (Over $1m sales in NZ since launch), a sharper brand and a very clear understanding of what consumers actually want. It’s classic David versus Goliath; except in this case David has an FDA-listed ointment, an Amazon strategy and a surprisingly good sense of humour.”
Neoqura’s first product, Asteroid™ Ointment, sits in one of consumer health’s more personal categories. Rather than tiptoeing around it, the brand takes a direct, human and dignified approach.
“Let’s be honest; haemorrhoids are not usually dinner-party conversation,” Conway added. “But that is exactly why this is such a clever entry point.
“When people have an embarrassing, uncomfortable problem, they want something that works, something discreet and something they can trust. From a marketing perspective, that is a very powerful place to build a relationship.”
“A small Kiwi-founded business taking on Big Pharma in the United States with a smarter, proven product (Over $1m sales in NZ since launch), a sharper brand and a very clear understanding of what consumers actually want.”– Richard Conway, CEO of The Optimisers
Tim O’Donoghue, Founder of Healthtex and CEO of Neoqura, is an award-winning pharmacist with more than 30 years’ experience working directly with patients.
O’Donoghue also co-founded Green Light, a 22-branch pharmacy group in central London, and has spent years researching why people do, or do not, take their medicines.
“Neoqura was built from thousands of real conversations with patients,” said O’Donoghue. “People told us they wanted products that were effective, discreet, easy to use and designed with some respect for how they actually feel. Asteroid is the first expression of that thinking. We are delighted to have The Optimisers working with us as we prepare to scale in the US.”
Alice Delee, Co-founder of Neoqura and a former registered nurse, has also spoken with thousands of patients, helping shape the product through real insight and, yes, relief from the itch.
The PledgeMe campaign will help fund Neoqura’s US launch, including marketing, FDA regulation testing, working capital and expansion of the product platform.
According to the Information Memorandum, Healthtex is seeking to raise up to $2 million, with a pre-money valuation of $21 million.
Neoqura’s roadmap includes 14 products across four high-frequency US consumer health categories, with allergy identified as a major future expansion opportunity.
The Optimisers will help Neoqura lift organic visibility, optimise for AI search, scale paid acquisition, improve Amazon performance and build influencer-led credibility in the US.
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