The Problem
A scaling SaaS platform serving providers, payers, labs, hospitals, and patients. Each required distinct messaging. Rapid growth meant the product roadmap kept moving, drop-off points kept shifting, and marketing had to diagnose both simultaneously.
The Insight
With five buyer audiences at completely different fluency levels, the work wasn't to talk louder. It was to build messaging frameworks that let the right person recognize themselves in the right content, at every stage from awareness to signed contract.
What we did
Built messaging frameworks and VOC programs across multiple buyer personas simultaneously. Managed paid spend across channels: allocating budget, optimizing performance, and adjusting based on funnel data in real time. Produced the full content ecosystem: in-product educational materials, patient-facing content, provider resources, promotional campaigns, case studies, web experiences, and sales collateral. Owned sales enablement end-to-end: pitch decks, CRM architecture, and funnel improvements that addressed where prospects were stalling and why.
The Result
A content engine that served every stage, from first touch to closed deal to retained customer. Sales enablement infrastructure and a living feedback model that connected real customer experience back to product, pricing, and messaging iterations.
As the platform evolved, everything evolved with it, because the feedback loops were built in from the start, not added on after.
Recognition
Genome Medical became one of the recognized names in clinical genomics services, with a sales and content infrastructure that could scale as the platform did.