Covid served as a catalyst for companies bringing telehealth into the spotlight. Worldwide shelter in place, masking, and delaying elective surgeries were among the few areas in healthcare that created financial, operational, and general business impacts. Telehealth companies had been struggling with lackluster growth and now more than ever in the post-pandemic environment are facing fierce competition in a rapidly evolving market. Working with one such company, with a revenue base of $15M and wanting to be a top 5 player in the telehealth industry, they required a comprehensive multi-year strategy focusing on business development, corporate brand marketing transformations, and managing complex data and compliance requirements, including PII and PHI.
– Led a corporate rebranding effort to align with market needs and boost profitability on a near-zero budget.
– Developed and implemented a multi-year strategy to position the company as a top player in the telehealth market.
– Created a robust brand identity that resonated across B2B and D2C market segments.
– Spearheaded sales procurement for Government, Commercial Payors, and Providers.
– Negotiated major new business deals with partners such as Verizon, Samsung, and the Veterans Association.
– Developed private label solutions and managed complex contract negotiations.
– Engineered custom solutions like Payment Services, IVR systems, and data security enhancements.
– Created a new APP to support team-based care, reducing frequency of emergency visits and accelerating care delivery.
– Streamlined sales processes using Salesforce, Pardot, and ZoomInfo, cutting the closing cycle by 50%; from 14 to 7 months.
– Developed over 1,500 tailored assets, including digital marketing tools, sales training materials, and lead-gen campaigns.
– Implemented comprehensive SEO strategies, social media plans, and clinical trial marketing.
– Managed population health data and ensured compliance with PII and PHI regulations.
– Established a BI/CI platform with SharePoint, M&A, and ensuring complete board reviews.
– Secured seed capital in excess of $20 million in funding through compelling investor relations and CIP presentations.
How It Was Done
– Conducted market research and competitor analysis to inform the rebranding strategy.
– Developed a clear brand vision and mission, aligning all marketing efforts towards this goal.
– Implemented a multi-channel marketing strategy, combining digital and traditional methods to reach diverse market segments.
– Focused on enhancing the customer journey through UX and CX improvements.
– Designed user-friendly interfaces and personalized customer experiences to increase engagement and satisfaction.
– Developed and launched the company’s first virtual care app to provide seamless team-based care and improve patient outcomes, member (patient) education and engagement.
– Integrated sales and marketing efforts to create a cohesive approach to business development.
– Installed and implemented Salesforce (CRM) and Pardot to track and manage leads, improving conversion rates and reducing the sales cycle.
– Created a performance dashboard to monitor sales and marketing metrics in real-time. Creating a unique dashboard that was monitored and updated daily provided a pipeline with the necessary insights to reduce lag time from prospecting to close, as well as ongoing relationship management best practices shared across each sales representative.
– Implemented advanced technologies such as IVR systems and data security solutions to enhance operational efficiency.
– Used Salesforce and ZoomInfo to streamline processes, improving sales cycle times and customer interactions.
– Developed compelling presentations and narratives, our story, to attract investors and secure funding including investor briefings by department, and budget and funding allocations.
– Engaged with potential investors through strategic communication, including targeted press releases, checkpoints and milestones.
Key Specific Results and Achievements
– Achieved a 60% increase in revenue, growing from $15M to $24M within a 24-month window.
– Successfully positioned the company as a top 5 player in the telehealth market.
– Boosted profitability through a successful rebranding effort and strategic marketing initiatives.
– Developed a strong brand identity that resonated with both B2B and D2C markets; positioning the company’s story and passion for making a difference with payors, providers, and members.
– Reduced the sales cycle from 14 to 7 months through streamlined processes and technology integration; bridging the cross-functional gaps and solving weaknesses in IT, operations, marketing and sales.
– Improved operational efficiency, resulting in faster and more effective service delivery.
– Launched virtual app supported enhanced education, engagement, and empowerment for all engagements, teaching others about how to utilize and optimize products and services.
– Enhanced user experience and customer satisfaction through personalized and intuitive design; including a multi-year comprehensive roadmap (strategic experience design / SED) that integrated business, operation efficiency, streamlining the development and execution of various corporate projects and program, and defining product innovation with considering of acquiring smaller businesses and bringing them into the company’s portfolio.
– Developed over 1,500 customized marketing assets, leading to improved lead generation and sales conversions; eliminating the industries traditional approach as a “cookie-cutter, one size fits all” approach – helping position our company as authentic and purpose-driven.
– Implemented effective digital marketing strategies, increasing online presence and engagement.
– Successfully managed complex data and compliance requirements, ensuring full adherence to PII and PHI regulations.
– Established a robust BI/CI platform for better data management and strategic decision-making.
– Secured $20+ million in funding, enabling further growth and development to support the next 3-years and future direction of growth and expansion.
By leading a comprehensive rebranding and business development strategy, we successfully transformed the telehealth company into a market leader. Through strategic planning, enhanced user experience design, and effective sales and marketing integration, the company achieved remarkable growth, improved operational efficiency, and secured significant funding. This case study highlights the power of a holistic approach to business transformation in driving growth and success in the telehealth industry.