Case Studies
Corporate

Enhance Health

As the Brand and Product Marketing Lead at Enhance Health, I played a key role in shaping go-to-market strategies for multiple B2B SaaS and DTC HealthTech initiatives. My work spanned product positioning, messaging, integrated campaigns, and sales enablement, resulting in measurable impact across engagement, conversion, and pipeline growth.

Enhance Health
CONTRIBUTIONS
Brand & Product Marketing Lead, Copywriting
2024
BoFu Conversion Rate
30%
We increased BoFu conversion rate by 30%
Pipeline Growth
~2.5X
We more than doubled the marketing-influenced pipeline growth

Challenge: Optimizing Engagement and Conversions Through Data-Driven Messaging

Enhance Health aimed to improve engagement, reduce acquisition costs, and drive higher conversion rates across its marketing efforts. However, existing messaging lacked clear differentiation and did not effectively address customer pain points at different stages of the funnel.

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Solution: Positioning & Messaging Refresh Based on Competitive and Customer Intelligence

Leveraging insights from competitive analysis and customer intelligence, I led a comprehensive positioning and messaging refresh. The new messaging:

  • Highlighted government subsidies for health insurance, making value propositions clearer and more compelling.
  • Refined funnel-stage messaging (ToFu, MoFu, BoFu) to improve relevance at each customer touchpoint.
  • Implemented A/B testing, audience segmentation, and copy testing to validate effectiveness and optimize performance.

Results:

  • +20% increase in engagement
  • 50% reduction in lead acquisition costs
  • +30% improvement in BoFu conversion rates
  • ~2.5X growth in marketing-influenced pipeline

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Challenge: Enhancing Sales Enablement for Increased Win Rates

To support the sales team in converting leads into customers, Enhance Health needed more effective sales enablement materials that clearly communicated product value and differentiation.

Solution: Data-Driven Sales Enablement Strategy

I developed a suite of high-impact sales enablement and retention assets, including:

  • Pitch decks and talking points that simplified complex product offerings.
  • One-pagers, infographics, and product updates to reinforce value propositions.
  • Persona-driven messaging frameworks to help sales teams tailor their conversations to different audience segments.

Results:

  • Sales teams reported increased confidence in articulating value, leading to more effective pitches.
  • Materials contributed to stronger customer engagement and improved close rates.
  • Greater alignment between marketing and sales, optimizing the overall GTM strategy.

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Challenge: Overhauling the Website for Improved UX and Conversion

Enhance Health’s website needed a strategic overhaul to better align with the brand’s positioning, enhance user experience, and drive higher conversions. The existing site lacked clear messaging, an intuitive user journey, and strong conversion mechanisms.

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Solution: Website Overhaul with Optimized UX and Messaging

I led a comprehensive website revamp, focusing on:

  • Clear, compelling messaging aligned with Enhance Health’s value propositions.
  • A streamlined user journey that reduced friction and guided visitors toward conversion points.
  • Enhanced SEO and content strategy to improve discoverability and engagement.

Results:

  • Significant increase in site engagement and time on page.
  • Higher conversion rates from key landing pages.
  • Improved brand perception and alignment with business goals.

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Challenge: Establishing Thought Leadership via LinkedIn Think Pieces

Enhance Health’s executive team sought to strengthen their thought leadership presence on LinkedIn but lacked a structured content strategy to amplify their expertise and brand credibility.

Solution: Executive Thought Leadership Content Strategy

I developed a LinkedIn thought leadership content program, including:

  • Data-driven insights and industry trends that positioned executives as subject-matter experts.
  • Engaging storytelling and compelling narratives that resonated with target audiences.
  • A structured posting cadence to maintain consistency and maximize reach.

Results:

  • Increased engagement and follower growth for key executives.
  • Higher brand visibility and credibility within the industry.
  • Strengthened inbound interest and networking opportunities.

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Challenge: Launching a New B2B2C ICHRA Platform in a Competitive Market

Enhance Health introduced BizCare, a tech-driven ICHRA benefits administration platform, to provide businesses with a cost-saving, compliance-friendly solution. The market was crowded with traditional benefits providers, requiring strong differentiation.

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Solution: GTM Strategy and Positioning for BizCare

I led the go-to-market strategy and crafted the positioning, messaging, and sales enablement materials to establish BizCare as a customer-centric, technology-first ICHRA solution. Key differentiators included:

  • White-glove concierge service for seamless plan selection and enrollment.
  • A technology-driven platform ensuring compliance and maximizing employer savings.
  • A full suite of marketing collateral (website, one-pagers, pitch decks, and product updates) to support adoption.

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Results:

While specific adoption and revenue figures are confidential, the platform successfully launched, gained traction, and positioned BizCare as a strong player in the ICHRA space.

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Say hello 👋

512-779-2591douglas.j.bloom@gmail.com