We just completed a mini-launch campaign for HealthSpectiveSM, a healthcare SaaS solution for self-insured employers that typically yields benefit and claim cost savings of 2% to 7% per year – amazing software. Check out the HealthSpective Launch Microsite.
I had the opportunity to work closely with the Dynamic Health Strategies team, the creators of HealthSpective. Every launch project is different and unique, and this one was no exception. It’s amazing what can accomplished when you have a deadline, adequate funding and resources for the launch campaign, and a group of people who are passionate about succeeding.
As is the case with many of our clients, these folks are experts at what they do – benefit-optimization software and services. There’s an amazing amount of technology underneath the solution, but at the end of the day, engineers and management often struggle to get past the technology, industry jargon and internal perspectives to instead focus on just what the buyers need to know, and tailor messaging with “buyer language” for each audience (instead of using “product language”).
It helps to have an objective third-party come in and consult with you on your messaging, positioning, develop buyer personas and a custom launch sequence that’s optimized for your particular market and circumstances.
It was challenging but with some perseverance we were able to up-level the messaging, product positioning and value proposition into what you see today on the launch microsite. It was a team effort and I’m still amazed at everything we accomplished from zero to launch in just three weeks.
Finally, I haven’t hosted a live webinar in a while, so it was great fun having the opportunity to do so Tuesday night. We had a “VIP Briefing” night event for bloggers, which was a heck of a lot of fun. Have a listen to the recorded webinar (click on the VIP Briefing Video link on the Media page).
Launches are always challenging, and I find them to be not only a lot of fun, but it’s very rewarding to help people bring the fruits of their hard work and labor to fruition.
P.S. If you work for a company who’s self-insured, please pass a link to the microsite at www.HealthSpectives.com to your CFO, VP HR or CEO – it will help your company save a lot of money on healthcare costs, and improve overall employee wellness, all at the same time. HealthSpective has the potential to change how healthcare is managed, not only for self-insured employers, but across the industry over time.
P.P.S. If you’d like to see how to design a super-simple, yet extremely-powerful user-interface, be sure to watch the product demo video and VIP Briefing video. The innovative GUI design approach DHS have taken with HealthSpective is amazing.
Tons of great ideas for you to use in your next launch, webinar and marketing campaign.