GOAL: new market position moving away from a commodity, price-driven software to a saas tool set that buyers wanted to use
market position and messaging
Many aspects of telehealth are becoming commoditized, driven by regulations and compliance and not really seen as a tool set to help improve the client/patient relationship. To break through the noise and move away from competing on price, we re-positioned the product to offer an experience, and more emotional value that resonated with the market.
Closing the loop
Being able to know which dials to turn in order to scale the right marketing programs starts with connecting the dots from the top of the funnel to the Life-time value (LTV)of the customer. Before you make marketing decisions based on leads you generate and even the all important Cost of Acquisition (CAC), also make sure you can tie CAC to churn and overall LTV. Acquiring the wrong customer can be more costly than not acquiring any. Put systems in place to tie source, attribution and costs to the value of the customer from revenue to support costs.
Just because your client owns and operates a business, doesn't mean they think like a business. Counselors go into business to help people so trying to sell them on a business solution using typical business methods doesn't work. Taking the message to the market where they "hang out" is key. Advertising valued content on Social Media channels and backing that up with Google Remarketing we were able to start a trusted relationshiop.