Driving growth for a digital health brand

Standing for something in a crowded and confusing space

Our client had uniquely powerful technology but was having difficulty getting traction with health systems.

Understanding the complexities through the lens of decision makers

The Connell Group conducted qualitative research among Health System Patient Engagement leaders and Health Benefits brokers that sell to large self-insured employers. Discussion focused on:

• The role of patient/employee engagement in their own health
• How “Digital Transformation” is defined and viewed
• Their biggest pain points and aspirations as it relates to patient and employee engagement in their health
• How they perceive the category of solutions that help people have visibility and take ownership of their health

Positioning for growth by reframing the competition

As a result of our research, the client pivoted away from using “Digital Transformation” towards more patient-engagement language enabling them to more effectively communicate their unique value. Connell partnered with the client and the creative agency to translate this new strategy into a compelling digital marketing strategy and revamped sales approach.