THE SITUATION
Behavior change campaigns are expensive and rarely work
To succeed, they needed to change how consumers thought about prescription management—a deeply ingrained behavior.
Traditional approach: convince people to change. The problem: behavior change campaigns are expensive and rarely work. Especially when you're a startup competing against CVS, Walgreens, and established players with unlimited budgets.
Key Insight
Adoption increases when the solution fits into existing behavior instead of trying to change it. Position the offering as something that integrates naturally into current routines and solves known pain points, rather than requiring new habits.
THE WORK
From research to market leadership
Step 1
Behavioral Deep Dive
"Day-in-the-life" research mapping actual daily routines of six high-value customer profiles.
Step 2
Friction Point Analysis
Identified natural pain points in medication management where the service provided immediate value.
Step 3
Messaging Repositioning
Redefined entire value proposition around fitting into existing routines rather than changing them.
Aligned SEO, content, and conversion to the new positioning. Measured impact on acquisition costs.
Channel Optimization
Step 4
FREQUENTLY ASKED QUESTIONS
Things People Want to Know
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It's behavioral research that maps how customers actually live their daily routines, rather than asking what they say they want. This reveals real friction points and opportunities that surveys miss.
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When you position around existing behavior instead of asking people to change, you eliminate resistance. Lower resistance means higher conversion rates and lower acquisition costs.
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Yes. B2B buyers have work routines just like consumers have life routines. Positioning your solution to fit existing workflows reduces friction and speeds adoption.
Every business challenge is unique
The strategy behind these results was tailored to specific market conditions. Let's discuss what's possible for your situation.