HealthTech company with a SaaS arm
A marketing function, built from scratch
As interim marketing lead, I defined the brand, set a 12-month marketing plan for a growing healthcare company and designed the team that would carry it on after me.
- 12
- month marketing & hiring roadmap
- 1
- marketing leadership role hired
- 5
- workstreams, brand to paid growth
The situation
A healthcare company with a new SaaS arm had ambitions to scale, but no marketing function to speak of. It needed a brand, a website and a launch, and a team that could keep going once the launch was done.
What I did
Found the voice first. I reviewed the company’s mission and values and mapped the qualities they showed to a brand archetype: the Sage, built on wisdom, expertise and a commitment to learning. That archetype set the tone for the brand, the website and everything that followed.
A 12-month plan, sequenced. Umbrella brand identity and brand book first, then website copy, design and development, a brand launch and social campaign, organic content, and finally paid content marketing once the foundations could support growth.
A capability map. What the company would need over the next year, from brand, content and campaign management to performance and growth marketing, agency management and the softer qualities that fit its culture.
Team design and hiring. A job description for a Marketing Head, a hiring timeline, interview questions designed to reveal how candidates think, and a planned knowledge transfer from me to the incoming Marketing Head.
A recommendation for what came next. As a HealthTech business with a SaaS product, the company would soon need dedicated product marketing, so that sales and marketing told the same story as the product pitch got more complex.
Why it worked
Interim marketing often leaves a gap when the consultant leaves. This plan was designed around the handover from day one, so the strategy lived on in the people hired to run it.