Building a Healthcare Marketing Engine From the Ground Up

The Company

Yosi Health is a customizable patient management platform for healthcare practices serving 1,300+ clients nationwide, competing in a crowded, commoditized category. 

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The Challenge

There was no marketing function, no strategy, and no clear system for turning marketing investment into growth. The company lacked personas, positioning, messaging, lead tracking, and a single source of truth for marketing assets and claims. Agencies were operating independently, the website wasn’t converting, and marketing resources were not focused on the largest revenue opportunity.

 

​The Approach

​The foundation had to be rebuilt while marketing kept moving. There was no pausing one to fix the other. Most companies solve this in sequence: fix the team, then the message, then the systems, then turn on demand generation. There wasn't time for sequence. The approach was to diagnose, rebuild, and generate demand simultaneously - making strategic decisions and putting the infrastructure in place while actively driving pipeline.

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• Conducted market and competitive analysis and prioritize the strongest growth opportunity

• Built the personas, positioning, and messaging framework needed to sharpen go-to-market execution

• Evaluated the internal team and outside partners, addressing capability gaps and poor fits

• Launched and optimized multi-channel demand generation while rebuilding the underlying marketing infrastructure

• Established measurement and lead-qualification systems to create visibility into performance and pipeline​

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The Results​​

• 300+ qualified leads generated across demand-generation campaigns, email, and events.

• Email open rates increased ~3x and click-through rates ~15x YOY through improved targeting and messaging.

• Event performance measured for the first time, generating 37 leads, 5 MQLs, and 4 SQLs.

• Cold outreach validated as a viable channel, generating a qualified lead on the first test.

• Marketing assets consolidated into a single source of truth, improving consistency and control of external claims.

• Measurement and lead qualification established for the first time, creating visibility into marketing performance and pipeline.

• Marketing team and partner structure rebuilt, with capability gaps addressed and permanent hiring underway.

• Website refresh initiated based on the strategic and performance diagnosis.