Luminate Health
Accelerating Sales Velocity for a Health Tech Company By Clarifying its Value Proposition
When the C-Suite leadership identified an opportunity to improve its articulation of its value to hospital buyers, I conducted voice of customer research and developed its unique value proposition to a new customer segment which ultimately shortened its sales cycle.
PROBLEM
A health technology company targeting new a new customer segment was looking to increase growth despite strong product-market fit. The commercial team was leveraging messaging from other market segments, leading to extended sales cycles and lower conversion rates.
APPROACH
I designed a program to understand what decision-makers care about and developed a perspective on commercial lab and health system labs using my expertise on the market and used those to define an Ideal Customer Profile and created a clear, differentiated value proposition. I crafted messaging and tools that the Executive team could use immediately at a critical industry milestone.
OUTCOME
The Executive Team was aligned on the lead product offering to introduce to the buyer and the sales team more aligned on a consistent message and confident it resonated with buyers. With this compelling foundation, the commercial team was about to leverage it for lead generation and sequencing campaigns.