Case Study: Leveraging Research for a Healthcare GTM Strategy

An example of a comprehensive user research project involved gaining deep insights into a target segment to develop a go-to-market strategy for entering the healthcare market.

Collaborators: Marketing

Areas of Focus: Audience Development, Product Positioning, Customer Research

The Plan

To develop an effective go-to-market strategy for entering the healthcare market, we embarked on a comprehensive user research project.

This involved surveying over 800 healthcare users to gather quantitative data on their needs, preferences, and pain points.

Additionally, we conducted in-depth interviews with selected customers to gain qualitative insights and a deeper understanding of their experiences.

And finally, we interviewed customer-facing team members who interact with these users daily, leveraging their firsthand knowledge and observations.

The Goal

The goals of the project were to reach prospects in the healthcare sector beginning by leveraging research-driven insights to tailor our go-to-market strategy. This included improving customer engagement metrics through personalized and targeted marketing messages based on developed user personas. Additionally, the project aimed to increase conversion rates by aligning product features, marketing strategies, and sales efforts with the specific needs and pain points identified in user research and interviews.

Using this extensive research, we crafted a detailed user persona that accurately represented our target segment.

GTM - Template

With this persona as our guide, the marketing team collaborated to devise a strategic plan that addressed the specific needs and challenges of the healthcare market.

We then executed this plan meticulously, ensuring that every aspect of our marketing efforts was aligned with the insights we had gathered.

The result was a well-informed, targeted go-to-market strategy that resonated with our healthcare audience.

Tactics

Some of the tactics that product marketing deployed for the healthcare market included:

  • Spearheading the TextExpander Telehealth Summit, a conference for virtual healthcare employees looking to scale and use technology without losing sight of patient experience.

  • Development of a new healthcare solutions page that speaks to the needs of the audience.

  • Created Getting Started Guides for the healthcare space that included specific examples and best practices for the industry.

  • Conducted a customer interview that lead to a customer story that featured a customer who’s team saves more than 24 hours / year / employee using our tool.

Ownership

  • Managed research of market and development of persona, including:

    • Creation and distribution of survey to 800+ healthcare customers.

    • Interviews with customers and customer-facing team to collect insights

    • Distilling of qualitative and quantitative data collected and sharing with the greater team to build actionable strategies.

    • Creation and distribution of persona collateral that is sharable with the larger team.

  • Collaboration on GTM campaign using various marketing strategies and tactics to reach audience.

Takeaways

This project included in depth research into our customers including evaluating data, a customer survey customer interviews, and conversations with customer-facing teams to understand our best customers from various angles. Diving into this data gave us so much insight into the vast possibilities of personas that could be potential customers just in the healthcare field.