SaaS Event Marketing

Softheon is an all-in-one healthcare operations platform for health plans.

Marketing and sales leaders were losing engagement from prospective clients. They needed to refresh interest within their highest priority prospects.

MY ROLE: 

  • Customer journey redesign

  • Customer/industry research

  • Content strategy + engagement strategy

RESULTS:

90% Event Registration
28% increase in demo signups

THE SOLUTION: 

We designed a series of personalized, in-person breakfast demos tailored to each health plan’s unique goals and challenges.

Our messaging pillars shifted away from a technical, product-based focus and toward narratives that addressed real community and member needs. 

I also designed a team- and signal-based, multi-channel coordination between Softheon’s marketing and sales leaders to prioritize intentional, relationship-building follow-up, rather than a “sales-y” approach.

BTS THINKING & STRATEGY: 

Softheon is a complex solution with a long implementation process, which can make it overwhelming for health plan leaders to grasp quickly. 

My strategy focused on two goals:

a) create a relaxed, relationship-focused environment to foster meaningful conversations with stakeholders

b) translate technical capabilities into a deep understanding of each organization’s unique challenges, while also priming Softheon’s sales leaders for intentional pipeline acceleration.