TRANSFORMATIVE APPROACHES THAT CREATE REAL VALUE.
CREATING ADDITIONAL SUPPORT FOR millennial moms.
Applying design thinking and a product development approach to fill a critical maternal healthcare gap.
With a growing population of millennials giving birth, a market-dominant maternal hospital saw an opportunity to bring a new service model to this unique audience. We conducted extensive primary research in the form of Contextual Inquiry, 1:1 interviews and focus groups with millennial mothers and mothers-to-be as well as their support partners and the doctors and midwives who serve them. Based on our learnings, we used an MVP methodology to curate a list of features that will support moms in the critical “fourth trimester” after they leave the hospital with their newborn. Through a test-and-learn pilot approach, we are partnering with the hospital provider network to understand which of these features will have the widest adoption, and how they will impact key health-related outcomes for moms and babies.
Cobbs Creek Data and Analytics
Branding, marketing and business development support for an innovative healthcare professional data product.
Using a diverse set of research and branding approaches to create a unique and distinct identity.
With the analytics marketplace becoming increasingly crowded and complex, our client wanted to inject new life into its brand and go-to-market strategy. We began our work by conducting a competitive analysis of the healthcare data and analytics space, and crafting personas of the key buyers of strategic analytics products. Next we facilitated a series of intensive workshops including archetyping, brand purpose, and projective exercises, to help the team get to the heart of who they are, how they want to be perceived, what their value proposition is, and what key messages will resonate most with their core buyer personas. We continue to work with the team to bring these brand insights to life in a redo of their website, business development materials, and through the creation and implementation of a social media content strategy.
RESEARCH, BRANDING, AND GO-TO-MARKET STRATEGY FOR A PROVIDER OF MEDICALLY-CURATED MATERNAL HEALTH AND WELLNESS SERVICES.
Using a combination of standard and guerrilla methods and tactics to help a mission-driven brand become a driver of revenue.
After a year in business, our client had a strong, brick-and-mortar product offering of educational, emotional and physical support for mothers, but was struggling to understand its target or true value proposition, and as a result was failing to drive membership or cover operating costs. We facilitated a combination of guerrilla research and focus groups to create core personas, and uncover needs, attitudes, and price sensitivities. We also created a brand architecture and key messages that fed directly into a more robust B2B and B2C strategy intended to recruit more members. We also conducted pricing research, enabling them to confidently raise prices by over 20%. In our next phase of work, we will help digitize their content, and identify unique partnership opportunities and models to get these critical resources and content into the hands of moms wherever they are.
FACILITATING A WORKSHOP TO UNCOVER KEY BUYER PERSONA INSIGHTS
USING a design thinking framework to quickly extract and distill information, and co-create a solution.
As publishers of healthcare information, our client sells to a unique set of buyers with a wide variety of needs, experience, and understanding of media. With executive sales leadership all in one room for a series of meetings, our client invited us to facilitate a workshop that would get them thinking differently about how to approach their individual markets. We facilitated a series of exercises, leveraging the entire team and sub-groups, to help identify previously unknown insights, and reimagine how core sales messaging could be evolved to address them. We worked as “player-coaches” to empower the group to conduct their own workshops; one of our attendees did just that within days of attending our session.