Transforming Women's Health with Patient-Centered Go-to-Market Strategy

PROJECT:

Go-to-Market Strategy

Client:

USA Fibroid Centers

Skills:

Brand Development, Omnichannel Marketing, Market Access, Digital Innovation.

THE SITUATION

USA Fibroid Centers offers Uterine Fibroid Embolization (UFE), a non-surgical treatment for symptomatic fibroids. As a new healthcare practice in a highly competitive space USA Fibroid Centers was confronted with the following challenges:

Limited patient awareness of UFE
Restricted access to care
Widespread misconceptions about fibroid treatments

With the help of a multifaceted go-to-market strategy, USA Fibroid Centers expanded from one state to a national level.

THE SOLUTION

U.S.A.

I. Brand Development

Brand Purpose and Values: USA Fibroid Centers has positioned itself as a leader in women’s health, emphasizing its compassionate nature and women empowerment through access to innovative treatments like UFE.
Target Audience: Its brand strategy aimed to connect with women between 30 and 50 who live with fibroids, especially those in underserved communities.
Brand Positioning and Messaging: The center showcased its unique approach to minimally invasive treatments, placing a strong emphasis on women’s health and well-being. Its messaging promoted empowerment, education, and accessibility.
Visual Identity and Brand Voice: The brand developed a visual identity using calming colors and patient-centered designs. The voice was empathetic, informative, and supportive. Its logo features a ladybug, a symbol of protection, resilience, and adaptability.

II. Market Access Strategy

Expansive Insurance Coverage: The centers worked to ensure that a wide range of insurance plans, such as Medicare and Medicaid, provide coverage for UFE. This required close work and collaboration with payers to reach favorable coverage terms.
Stakeholder Engagement: It teamed up with healthcare providers and insurance companies to highlight how effective and cost-efficient UFE can be compared to traditional surgical options. This included presenting data on patient outcomes and satisfaction rates.
Building the Insurance Team: It put together a team of knowledgeable insurance specialists to help patients navigate their insurance coverage options, ensuring they understood their benefits and had access to financial support.

III. Improving Patient Engagement Through Digital Health

Telemedicine Platform: Incorporating a telemedicine platform for virtual appointments helped non-local patients access care.
Mobile App Development: A user-friendly mobile app was developed to help book appointments, find helpful resources, and communicate with medical professionals more easily.
Electronic Health Record (EHR) Integration: Implementing an EHR system helped make patient data more manageable

IV. Omnichannel Marketing & Promotion

Influencer Marketing: A femvertising campaign, #FibroidFighters, was designed around increasing fibroid awareness. This nationwide movement featured TV personality Shay Jackson on Instagram, Facebook, and TikTok.
Video Content: Launching informative videos told patient stories and featured medical experts explaining UFE procedures.
Inclusive Website Experience: A multilinguistic website offering accessible information to audiences on fibroids and treatment options.
360-Degree Data View: Providing a complete view of patient interactions helped personalize and enhance communication across all channels and optimize the patient experience.
Cross-Channel Campaign Optimization: Refining campaigns based on patient interactions increased engagement across all contact points.
Predictive and Attribution Modeling: Predictive modeling helped identify the best patients for outreach, while attribution modeling evaluated the effectiveness of marketing efforts.

V. Community Outreach and Partnerships

Collaboration with Women’s Health Organizations: Teaming with women’s health organizations, such as The White Dress Project, created valuable opportunities to host educational events and webinars.
Provider Partnerships: Partnerships with primary care physicians and OB-GYNs were established to encourage UFE referrals.
Health Fairs and Community Events: Health fairs and community events were key in raising awareness about treatment options.

THE IMPACT

INCREASE IN UFE PROCEDURES

0 %

PATIENT STAISFACTION RATE

0 %

ROAS

1 :1

KEY TAKEWAYS

The use of digital health integration helped improve patient access and operational efficiency, making it possible to expand nationwide
Culturally-informed femvertising campaigns effectively raised awareness and combat misconceptions, all while driving a 25% increase in UFE procedures
The use of informed multichannel marketing strategies helped optimize patient outreach, demonstrated by a 30% reduction in the time from inquiry to treatment