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Strategic Communications Advisory For Visionary Founders
Conversation
Highlights
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Ty Allen, CEO of Social Climb, a healthcare marketing platform that has raised $12 million in funding.
Here are the most interesting points from our conversation:
- Ty’s personal experience as a patient needing spinal surgery exposed him to the frustrations and gaps in healthcare marketing, inspiring him to start Social Climb.
- Social Climb offers a comprehensive SaaS platform for healthcare practices, covering reputation management, paid search, patient targeting, and compliance reporting – aiming to be an all-in-one solution.
- By signing Business Associate Agreements (BAAs), Social Climb can attribute marketing efforts to specific patients acquired, providing practices with granular ROI data.
- The influx of private equity money into healthcare practices is driving consolidation and fueling demand for sophisticated marketing tools to accelerate growth.
- Social Climb’s client base spans small practices with generalist marketing staff to large PE-backed groups with 100+ doctors, adapting its platform to serve diverse needs.
- Key differentiators include a product manager with deep healthcare marketing expertise, embracing BAAs to deliver unique ROI insights, and a relentless focus on solving customer pain points.
Actionable
Takeaways
Let Personal Experience Drive Problem Discovery:
Ty's journey highlights how powerful insights can come from personal experiences. His frustrations as a patient navigating care decisions post-surgery illuminated the gaps in healthcare marketing. Founders should cultivate heightened awareness in their daily lives, always questioning if the problems they encounter could seed new ventures. Painful experiences can provide unique empathy to reimagine overlooked categories.
Rethink Marketing for Industry-Specific Needs:
Social Climb's traction underscores the value of tailoring marketing solutions to the unique dynamics of healthcare. From HIPAA compliance to aligning spend with procedure profitability, Ty built the platform around the sector's nuances. When entering regulated or specialized verticals, founders must immerse themselves in the domain to identify how to adapt marketing best practices to industry realities.
Embrace Accountability to Deliver Differentiated Insights:
By signing BAAs, Social Climb took on the risk and responsibility of handling patient data. However, this unlocked their ability to close the loop between marketing tactics and specific patient acquisition. Founders should consider where taking on additional accountability (while mitigating risk) could yield data and insights that truly set them apart in crowded categories.
Hire Product Managers with Deep Domain Expertise:
Ty credits much of Social Climb's product-market fit to hiring a healthcare marketing expert as his product manager. While the new PM needed to learn product management skills, his practitioner knowledge proved invaluable. For B2B products, founders should weigh domain expertise as heavily as functional skills when hiring product leaders, especially in nuanced industries.
Align Product Vision to Shifting Market Forces:
The rise of private equity in healthcare practices reshaped Social Climb's trajectory and target persona. As consolidation accelerated, Ty evolved the platform to serve the needs of growth-oriented PE-backed groups. Founders must vigilantly monitor shifting market dynamics and adapt their product strategies to ride the waves of change. In turbulent categories, agility is paramount.
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