Brand Message Development for Health Care SaaS Company

ONEai Health, a SaaS healthcare software, had a problem. Like many SaaS companies, they'd created a brilliant product, but they were struggling to find the right words to describe what their product actually offered. To make matters more challenging, their product is a new type of solution to an old (but persistent) problem for health care facilities. How do you talk about something that has never been done before? I was brought in at the request of one of the project's investors. Our goal was to find distinction and differentiation for their product, and then build a messaging that not only explained the problem but offered their software as the best solution.

The Opportunity

ONEai Health had created something new. However, their closest competing project was a bit of a dud; it just didn't give hospitals and health care providers the information necessary for patient care. ONEai was different, but one of their biggest early struggles was differentiating themselves from the other products.

They also struggled to talk about their product in plain language. They built something brilliant, but translating that brilliance to their target audience was hard. They could easily articulate the features, but people care more about the benefits, and that was a lot more difficult to talk about in a way that really connected with healthcare professionals.

Our first course of action was to better understand their buyers and how the lack of consistent outpatient monitoring was affecting readmission rates (and the hospital's bottom line). I developed buyer personas for all of the main purchasers and purchasing influencers for both hospital and long-term care facilities, with a focus on the pain points ONEai Health solved for each of them. From there, I created messaging for the problem. This is something that health care professionals have been struggling with for decades. The "status quo" mindset was going to be hard to shake.

The next step was to build the messaging around the solution. Our first step was developing a customer journey map that clearly outlined the path buyers took from A to Z in the buying process, from becoming aware they had a problem to the ONEai onboarding process. Finally, I built their brand messaging, focusing on the benefits of their product, the pain points of each audience, and what each audience needs to make a decision or move forward. By the end of the project, ONEai had a solid message that resonated with their audience. This message became the foundation for their recent website update, their current marketing efforts, and their sales messaging.