B2B Strategic Marketing Optimization

  • January 01, 2021
  • Case Study

At a Glance:

  • Engagys has partnered with multiple healthcare technology and innovation companies to optimize strategic positioning, messaging, and go-to-market strategy
  • Conducted primary research with customers, prospects, and key stakeholders. Collected, organized and analyzed perception of positioning and branding, strategy and marketing messaging
  • Highlighted opportunities to optimize and streamline internal and external messaging
  • Facilitated workshops driving executive alignment
  • Created new end-to-end strategic marketing direction and tools
  • Prioritized target segments based on attractiveness

Business Opportunity:

Clients who seek competitive positioning that differentiates them from competitors have asked Engagys to work in collaboration with client personnel to:

  • Identify and characterize a competitive position that uniquely differentiates the client
  • Optimize and streamline messaging across business units
  • Elevate positioning from a transactional vendor to a strategic partner that drives medical outcomes and increases member engagement
  • Reposition products to drive more complex deals
  • Better differentiate their offerings in the context of digital health engagement trends
  • Optimize sales and marketing efforts

Client Type:

Healthcare technology companies servicing payers, providers and employers with consumer health engagement-related offers

Engagys Solution:

Engagys has leveraged its proven and repeatable project approach for multiple clients. This approach includes the following steps among others:

  • Qualitative interviews with internal stakeholders and clients
  • Creative strategy and direction to reflect messaging and branding
  • Analysis of available secondary research and presentation of key findings
  • Creative assets supporting overall marketing strategy, messaging and branding including:
  • Workshop facilitation to drive client alignment and deliver summaries including decisions made and messaging framework
  • Corporate messaging
  • Customer personas
  • Solution briefs
  • Case studies
  • Value models / ROI calculator
Strategic Marketing Optimization Study


Example Results and Insights:

  • Uncovered a strategic position the client was uniquely qualified to deliver including:
    • Centralized data
    • Emerging AI technologies
    • Medical outcomes-based value proposition
  • Identified Medicare as target market due to differentiators uniquely relevant to regulated markets
  • Created a unique position aligned with a go-to-market strategy that required increased investments in customer service to deliver on the updated brand promise
  • Uncovered inconsistencies in:
    • How customers and internal personnel
      perceived value
    • The customer service experience across customers
  • Identified that product offering fell short of market expectations which led to an overhaul of the product roadmap
  • Updated strategic positioning included to focus on breadth of offering including engagement,
    analytics, and device logistics capabilities.


Created a unique position aligned with a goto-market strategy that required increased investments in customer service to deliver on the updated brand promise
  • Created a unique position aligned with a goto-market strategy that required increased
    investments in customer service to deliver
    on the updated brand promise
  • Created a unique position aligned with a goto-market strategy that required increased
    investments in customer service to deliver
    on the updated brand promise