How We Hate Exercise Found Their Voice and Inspired a Community
Allison Chamberlain
Brand Strategist
Marketing Strategist
💼 Client Overview:
We Hate Exercise is a health app designed to help Cystic Fibrosis (CF) patients stay active and manage their condition through tailored exercise routines.
💔 Challenges:
Founder Sam was initially uncertain about her target audience, attempting to appeal to a broad demographic. This lack of focus diluted her messaging and made it difficult to stand out in the crowded wellness market.
💪🏼 Our Approach:
We guided Sam through a strategic decision-making process, helping her narrow down her target audience to focus specifically on CF patients. This clarity in direction was the turning point that allowed us to craft a narrative that directly addressed the unique challenges faced by this community.
🔥 The Strategic Narrative:
We positioned We Hate Exercise as the go-to solution for the “Treatment Gap”—a critical yet under-discussed aspect of managing CF. By zeroing in on this niche, we differentiated the app from other wellness solutions, giving it a distinct and powerful voice in the marketplace.
🚀 Impact:
The refined narrative lifted We Hate Exercise out of the crowded wellness app space and established it in a category of its own. This focused approach not only resonated with CF patients but also positioned Sam as a thought leader in a highly specialized field, driving engagement and setting the stage for future growth.
I was struggling to communicate the core mission of my startup. Everything changed when I found Novel Strategy. Allison patiently worked with me to create a strategic narrative that was both efficient and effective. She was supportive and encouraging throughout the process and ensured I was 100% delighted with my finished product before sending me off to use it. I am so grateful for her expertise!” Dr. Samantha Monson Founder and CEO
