CMO Services Case Study
Relevate Health
“Michael did not feel ‘fractional.’ He was embedded in the team, cared deeply about the results of our efforts, and was proactive at providing additional value”
UNIFYING AND RELAUNCHING A BRAND AFTER PE-BACKED ACQUISITIONS
Relevate Health, a prominent player in omnichannel healthcare marketing, embarked on an ambitious journey to redefine its market presence after a series of Private Equity-backed acquisitions had consolidated four unique companies under the Relevate Health brand.
OVERVIEW
After a series of acquisitions had consolidated four unique companies under the Relevate Health brand, the company needed a brand and marketing strategy overhaul.
A new CEO and CFO recognized the need for an external expert to help reframe Relevate’s value proposition, codify its Go-To-Market strategy, define its marketing and demand gen needs, and create the playbook for the next C-suite strategy and marketing leader.
GOALS
Relevate Health brought in TechCXO’s Fractional Chief Marketing Officer, Michael Baer, to address these challenges. Michael identified the need to create a holistic strategy to:
- Unify the company’s positioning across legacy companies and its diverse set of products & services;
- Relaunch its online presence to tell this new compelling story; and
- Create a comprehensive GTM and Marketing plan to drive demand, including thought leadership, social media, and beyond.
SOLUTION
Michael Baer performed a a thorough but quick situation assessment, leveraging internal stakeholder interviews, document and desk research, and industry contacts. The assessment and implications led to his developing a comprehensive, cohesive plan endorsed by the CEO and Executive team. He then co-led the subsequent re-positioning work, including customer research and insights to drive validation and alignment. Michael then was tasked with beginning the implementation of the plan, where he brought in appropriate subject matter experts to quickly begin the implementation of the growth plan.
OUTCOME
In just three months, Michael/TechCXO’s work helped Relevate Health:
- Grow website traffic by 36%, with 62% being new visitors.
- More than double the number of LinkedIn followers (+116%).
- Generate 45 new qualified leads.
- Rise in the MM&M rankings of Healthcare Agencies from #59 to #39
