PillPack Stopped Trying to Change Behavior and Their Market Share Grow Over 40%
They needed to change how consumers thought about prescription management. We found a better way: stop trying to change behavior and start fitting into it.
+40%
Market Share
+80%
Conversion Rate
+30%
Share of Voice
COMPANY
Pill Pack
INDUSTRY
Healthcare
STAGE
Startup → Acquisition
SERVICES
Consumer Research, Brand Strategy, Journey Mapping, Content Strategy, Connected SEO
THE SITUATION
Behavior change campaigns are expensive and rarely work
To succeed, they needed to shift from trying to change people’s behavior by educating them on the problems in the current system to simply introducing a cost-saving alternative.
Behavior change campaigns are expensive and take a long time to work, two things startups don’t have much of. Especially when you're competing against CVS, Walgreens, and other established players with seemingly unlimited budgets.
Key Insight
Don't try to integrate yourself into multiple points of a person's life. Don't solve more. Don't try to solve too many pain points or complexities. Focus on the one main pain point, and if that doesn't work, then start compounding. Understand that the ICP isn’t as simple as a single target. For PillPack, they had one end consumer, but often two ICPs in the decision-making process.
The cost-sensitive individual, often the person taking the medication and typically retired or nearing retirement.
And the remote caregiver, who was concerned and spent significant time ensuring prescriptions were filled and picked up.
THE WORK
From research to market leadership
01 Behavioral Deep Dive
"Day-in-the-life" research mapping actual daily routines of six high-value customer profiles.
02 Friction Point Analysis
Identified natural pain points in medication management where the service provided immediate value.
03 Messaging Repositioning
Redefined entire value proposition around fitting into existing routines rather than changing them.
04 Channel Optimization
Aligned SEO, content, and conversion to the new positioning. Measured impact on acquisition costs.
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.
Let's see what's possible
We'll show you where you're invisible in Google, AI search, and everywhere your buyers look. Then we'll tell you what to do about it.