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Home care software shown on different devices

Driving cross-functional success for a home care software launch

Leading a comprehensive, strategic, and process-driven go-to-market laid groundwork for stand-out positioning and strong brand equity.

Caregiver with home care client outside

Goals

Develop and execute a strategy that creates awareness, generates leads, and ensures smooth client onboarding.

Results

228

228

sales leads in the first quarter

I brought in 228 sales leads and doubled page views in the first quarter by easing purchase decisions with five niche-specific product webpages and two demo videos.

3x

boost in email open rates

I helped increase email open rates ranging from 10% - 15% to 30% - 90% by personalizing content and sending automated email nurture campaigns.

2x

mobile app downloads

I doubled average monthly app downloads by showcasing testimonials and benefits of the mobile product to current clients in mobile app marketing campaigns.

Project content

How it was done

Research:  


  1. Identified product strengths by analyzing five competitors and observing beta software use during nursing and agency visits 


  2. Interviewed four clients and recorded testimonial videos for future distribution


Positioning and messaging:  


  1. Validated proposed positioning and messaging with in-house experts and an industry partner, emphasizing its medical focus, user-friendliness, customizability, and multi-line business features 


Strategy:  


  1. Executed cross-selling initiatives via online channels and events, initially focusing on small to midsize home health clients first


  2. Tailored and repurposed content for distinct home care prospect segments, including skilled, pediatric, non-medical/private pay, and enterprise or franchise

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