Your healthcare brand just explained why it matters.
Your positioning says none of it.
B2B healthcare brands lose enterprise deals when the positioning and messaging don't match the vision. The board deck says one thing, sales says another, and the buyer committee can't figure out which story to believe. I find the gap and close it, showing you what to say and how to say it.
Your positioning problem isn't the website. It's what the website reveals.
These are the three sentences B2B healthcare leaders say at dinner. Right before they realize the messaging is the symptom, not the cause.
"The first thing people do after our calls is look at our website. And it doesn't match what we just told them."
Your sales team is closing deals despite the website, not because of it. Every prospect who checks your homepage after a call sees messaging that undersells what you actually do. That gap is costing you deals you never hear about.
"I don't know what our positioning is, and I'm the founder of the company."
You close deals because you can explain the product better than anyone. But that doesn't scale past the first few hires. The positioning needs to live outside your head so your sales team, your website, and your outbound all tell the same story.
"We keep getting compared to tools that aren't even in our category."
Your buyers compare you to the wrong competitors because the positioning doesn't draw a clear enough line. When a certified clinical platform gets compared to a general purpose chatbot, the problem isn't the product. It's that the messaging hasn't picked a lane.
What happens when the positioning matches the vision
Three hours with your product team and sales team. A positioning deck your whole company can use. Homepage messaging that actually matches what you sell.
Karis Health: 56% open rate on a cold broker campaign. In December.
729 brokers reached. 16% click rate. Multiple first meetings and a lunch and learn before January enrollment season. Built from scratch with zero prior cold campaigns.
Read the full story →Tomorrow Health: Condensed a complex story into a deck that closed a funding round.
A home based care platform with multiple stakeholders and a short window. One narrative that held. Funding round closed.
Read the full story →PromptlyCheckin: 25+ demo signups from a single launch. Zero ad spend.
A healthcare check in platform used positioning and targeted outreach to generate qualified pipeline without paid ads or outbound blasts.
Read the full story →What they say after the engagement
"Ben is so good at what he does that he is the first and only cold outreach I have ever responded to over the course of my 20 year career. He absolutely overdelivered on what I was expecting. His campaign drove multiple first meetings, a lunch and learn, and pipeline activity. 10/10 would recommend."
"Ben has changed the game for our demand gen emails. He quickly learned our industry, our customers and prospects, and our needs. He delivers emails with a strong CTA which has led to higher clicks, opens, and deals."
"We were challenged with condensing a very complex pitch into a short, distilled summary pitch deck. Ben was responsive, creative, and collaborative in helping us shape the right message."
"I really enjoyed working with Ben to help us write our new website copy as we repositioned our brand and product offering. Ben brings all the good vibes and positive energy to conversations and isn't afraid to ask questions to really understand what he is writing about!"
"Every piece had a clear strategy behind it. You weren't just creating content, you were creating it with purpose. Your writing always felt fresh and creative, never cookie cutter, and you helped us stand out while still staying true to our brand."
"Ben has a natural talent for storytelling and an incredible ability to take our ideas, sometimes half formed or overly technical, and turn them into compelling, clear narratives that resonate with both our prospects and clients."
Start with the problem. Pick the engagement that fits.
1:1 Consulting
A direct line to someone who has spent a decade in B2B healthcare. Sessions are flexible to your schedule. Use them to clarify your positioning, sharpen a pitch, or pressure test messaging before a launch.
Positioning & Messaging Audit
I review your sales transcripts, competitive landscape, and current messaging. You get a diagnosis of where the positioning breaks and a concrete plan to fix it. What you're saying. What buyers hear. Where those two things diverge.
Voice of Market Messaging
Ongoing research into how your market actually talks about the problem you solve. We build messaging from buyer language, not internal assumptions. Covers homepage, landing pages, outbound campaigns, and product launches.
Positioning Accelerator
The full sprint. Three workshops with your leadership team over three to four weeks. You walk away with a positioning deck the whole company can reference, homepage messaging that matches your vision, and outbound emails built from that positioning. This is how you stop being the only person who can pitch.
- ✓ Internal positioning deck
- ✓ Homepage messaging rewrite
- ✓ Outbound email campaign (3 to 4 emails)
- ✓ Sales transcript and competitive review
Our positioning and messaging process
Discovery & Research
I dig into your sales transcripts, product demos, and competitive landscape. Before we ever meet, I already know what your buyers are saying on calls, where the positioning breaks down, and where competitors are weak.
Craft & Wireframe
After I've done the positioning work, I build the messaging. Not in a vacuum. I color code every section of your homepage so you can see exactly why each line is there: problem, differentiator, value props, proof points.
Refine & Iterate
I work with your team to refine until the messaging lands. The positioning deck becomes your reference point. The homepage reflects it. The outbound emails carry it. Everyone on the team can now pitch the same story.
This is how I look at a healthcare brand
Public positioning reviews of real healthcare brands. Each one diagnoses the positioning gap and shows what clearer messaging would look like. This is the level of research you get before we ever meet.
So you've got questions.
What makes you different from a marketing agency?
Agencies hand your project to a junior team after the pitch. I do the work myself. Every call, every transcript review, every line of messaging. I've spent a decade in B2B healthcare. I already know your buyers, your competitors, and the category language that matters. You're not paying for a team to learn your industry on your dime.
Why B2B healthcare specifically?
Because nobody else is. There are positioning experts for SaaS. There are agencies for healthcare marketing. But there's nobody who wakes up every morning thinking about how B2B healthcare brands should position themselves. I follow a proven positioning and messaging process that has worked for hundreds of healthcare and SaaS brands.
We're early stage. Are we ready for this?
If you have paying customers and you're actively talking to new prospects, you're ready. You need enough sales conversations for me to pull signal from. If you're still figuring out who your buyer is, it might be too early. I'll tell you on the first call.
Can't I just use AI to do the positioning myself?
You could feed a positioning book into Claude and get a generic output. But positioning isn't a template exercise. It's knowing which sales call transcript to pay attention to, which competitor comparison is actually costing you deals, and which category frame gives your buyers a reason to choose you over the status quo. AI helps me work faster. It doesn't replace the judgment that comes from doing this hundreds of times in healthcare.
How do I sell this internally?
Tell them this: three hours with the product and sales team, and you get a positioning deck the whole company can reference plus homepage messaging that matches what you actually sell. The ROI math is simple. If clearer positioning closes even one more enterprise deal a year, the engagement pays for itself many times over.
What does the pricing look like?
A Positioning and Messaging Audit is $3,500. The Positioning Accelerator is tiered by company stage. Early stage starts at $15,000. Later stage up to $35,000. Ongoing Voice of Market Messaging starts at $10,000 per month. I'm upfront about pricing because I'd rather you know now than waste a call.
Do you do the design too?
My strength is the messaging and the psychology of how buyers move down the page. If you have a designer, I work with them. If you don't, I have contractors I partner with. Either way, you get messaging that's color coded and structured so any designer can implement it.
Your buyers check your website after every call.
Make sure what they find matches what you just told them.
Schedule a call