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Health tech

Case Study

The client:

A health tech company that wondered, “How can we get all the industry and audience information we need as a small startup?”


The challenge:

In order to grow, this second-year SAAS provider needed help in many areas:
from commercialization to marketing.


Solutioner approach:

HM proposed and implemented a right-sized online survey (via Qualtrics XM) to get a better handle on positioning, competitive landscape, pricing, the value of current offering and future directions the company might pursue.


Insights and outcomes:

  • Company identified next growth angle – products, audiences and customer requests
  • Company validated its current product offerings and thought leadership
  • Company obtained numbers on the total market value, share and competitor positioning
  • Company repositioned itself according to competitive advantage revealed in the study
  • Company was able to transform data points into compelling selling points for a new record lift in acquisition inquiries
  • Company used fact-based data from the study, combined with strong PR- delivered interviews, to garner more market visibility and investor interest
  • Company was surprised and delighted that they could get the answers they were looking for within the existing budget and time frame


The insights provided aligned internal teams and allowed the company to add services, create new marketing content, and dramatically exceed their goals for new prospect conversations, leadership interviews and meetings with investors. Best of all it led to a new campaign that achieved a 5x increase in MQLs versus previous efforts.