PROJECT OVERVIEW

Untangling Mixed Messages for a Digital Health Company

(Messaging overhaul | Value statements | Digital health)

SNAPSHOT

This project was part of a messaging overhaul for a digital health company focused on inflammatory bowel disease (IBD).

GOAL

Untangle the company’s inconsistent messaging and create clear, audience-specific value statements for four key groups: physicians, patients, pharma manufacturers, and self-insured employers.

MY ROLE

Interviewer, messaging strategist, and writer

APPROACH

I interviewed six executives and two patients, pulling out what really mattered to each audience. Then I translated those conversations into plain-language value statements that spoke to each group’s priorities, without drowning them in jargon or corporate-speak.

SUMMARY

If buyers can’t quickly understand what you do or why it matters to them, they move on. That was the problem here: each executive described the platform differently, leaving physicians, patients, and potential partners with a muddled picture of its value.

The CEO brought me in as an outside voice to cut through the noise. I interviewed six executives and two patients, pulling out what really mattered to each audience. Then I turned that into four plain-language value statements that spoke directly to their priorities—physicians’ time pressures, patients’ frustration navigating care, pharma’s concerns about adherence, and employers’ need to control costs.

For vendors who rely on sales conversations and referrals, this is how messaging earns attention: a clear, audience-centered story buyers can instantly grasp and remember.

WRITING SAMPLE

For Physicians

IBD is difficult.

And when patients leave your office, they face an additional mountain of obstacles as they try to navigate:

  • Insurance denials and prior authorization
  • Specialty pharmacy requirements
  • Psychological adjustment
  • Dietary restrictions
  • Wound care skills

And additional challenges that subtract from the time and attention you have to heal your patient.

[Digital health platform] is your patients’ IBD guide. The platform connects them with available programs and resources they can trust to remove the obstacles, including professional patient advocates.

  • The results for your IBD patients include:
  • Earlier interventions between office visits
  • Fewer ED visits
  • Less hospitalization
  • Reduced stress around managing IBD
  • Better quality of life

For Patients

IBD is difficult.

Trying to get what you need out of the system so you can feel better is frustrating.

[Digital health platform] is your IBD guide to a whole world of programs and resources you can trust to remove the obstacles and minimize your stress.

We connect you with resources and professionals that can help you:

  • Better understand your disease
  • Address diet challenges
  • Appeal insurance denials
  • Connect with a professional patient advocate
  • Find a gastroenterologist
  • Maintain your mental health
  • Save money on medication
  • And much more

We’re here to help get you back on the path to living your true health.

For Pharma Manufacturers

IBD patients face plenty of hurdles in securing their medicine.

Medication non-adherence is a common result, increasing the risk of relapse.

[Digital health platform] serves patients as an IBD guide.

We help them clear the hurdles, matching them with patient advocates who can resolve issues around:

  • Prior authorization
  • Step therapy programs
  • Reimbursement
  • Affordability
  • And more

Think of it as a foundation for an effective digital disease management plan to address medication non-adherence – and to chart a path to better outcomes for patients taking your medicines.

For Employers (Self-insured)

When one of your employees is diagnosed with IBD, it’s life-changing for them.

In addition to often feeling ill, there’s stress around the new responsibilities of managing the disease so they can avoid hospitalization.

A variety of daily challenges arise for employees with IBD, including:

  • Diet modification and nutrition requirements
  • The new experience of dealing with a specialty pharmacy
  • Finding reliable IBD information
  • Managing expenses around treatment and medication
  • Learning how to live with an incurable disease
  • Managing their mental health
  • [Digital health platform] is an IBD guide for your employees.

The platform connects them with available programs and professionals to help them more effectively manage the disease.

  • By offering this valuable benefit, you can:
  • Help employees with IBD improve their quality of life
  • Reduce sick time
  • Improve productivity
  • Lower overall spend on IBD-related healthcare complications