Direct-to-Consumer Dermatology Offering

Case Study

A product marketing case study on a company that offers direct-to-patient products with a dermatology offering as part of their portfolio.

Written in 2024

Background

  • Company A offers direct-to-patient skincare services and products online, from the comfort of their home

  • Company A is the only company to offer telehealth care, at-home diagnostic testing, labs, and pharmacy services nationwide.

  • This is enabled by Company A’s vertically integrated platform that helps patients achieve their goals through a convenient end-to-end healthcare experience spanning from diagnosis, to delivery of medication, to ongoing care

Goals / Objectives

  • Develop a plan to align messaging across different channels and touchpoints

  • Streamline the go-to-market process and ensure synchronized efforts across teams

Approach to Messaging Alignment

I began by stating unknowns to help me understand anything that might be loosely defined:

  • Conduct an in-depth analysis of existing messaging frameworks and identify key areas for improvement.

    Specifically considering brand promise, value proposition, target audience, positioning statement, customer personas, mission statement, and brand voice description

  • Collaborate closely with cross-functional teams, including product development, clinical, regulatory, and growth, to understand product features, benefits, and market positioning.

  • Through consumer research and feedback mechanisms, identify pain points, aspirations, and preferences of the target audience, shaping messaging that resonates with their needs and values.

    Existing Customer Analysis:

    Google analytics

    Collaborate with sales and customer service teams

    Surveys / interviews

Streamline Go-to-Market Strategy

Goals:

Introduce a structured go-to-market framework that encompasses pre-launch, launch, and post-launch activities.

Establish clear timelines, milestones, and responsibilities to ensure seamless execution across teams.

Integrate data-driven decision-making into the go-to-market process, leveraging customer feedback and market trends to optimize strategies and tactics.

Market Segmentation

Market Segmentation

Customer Profiles - developed for target audience (answering “who should we target?”)

Customer Profiles - developed for target audience (answering “who should we target?”)

Decision Drivers and Positioning

Decision Drivers and Positioning

Channels Strategy

Channels Strategy

Next Steps & Outcomes

Next Steps:

Integrate data-driven decision-making into the go-to-market process, leveraging customer feedback and market trends to optimize strategies and tactics.

  • Lead initiatives to harness qualitative and quantitative customer insights effectively.

  • Establish feedback loops and channels for continuous communication with consumers, enabling Company A to adapt its marketing strategies based on evolving needs and preferences.

  • Incorporate customer insights into product development and marketing efforts to ensure Company A remains agile and responsive to the dynamic healthcare landscape.

Outcomes:

Improved Brand Perception: The revamped messaging strategy enhances Company A's brand perception, positioning the company as a trusted partner in chronic condition management.

Enhanced Engagement: With synchronized go-to-market efforts and compelling communication journeys, Company A experiences increased engagement and conversion rates among its target audience.

Data-Driven Decision Making: By leveraging customer insights, Company A gains valuable intelligence about consumer behavior and preferences, enabling informed decision-making across all facets of the business.