The healthcare messaging system behind 56% cold open rates and 33% conversion lifts.
Your board deck says one thing. Sales says another. The homepage says something else entirely. I find the gap between your product vision and your market messaging, then close it. Real positioning. Real copy. Real pipeline. Not another agency retainer.
"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. His campaign drove multiple first meetings, a lunch and learn, and pipeline activity. 10/10 would recommend."
"Couldn't recommend working with Ben more. He was a patient and clear guide to supporting Altitude at a critical inflection point in our commercial growth."
"Ben helped us condense a very complex pitch into a short, distilled summary deck. He was responsive, creative, and collaborative in helping us shape the right message."
Your positioning problem isn't the website. It's what the website reveals.
These are the three sentences B2B healthcare leaders say right before they realize the positioning was never locked and the messaging was built on top of nothing.
"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. The messaging hasn't picked a lane.
I fix the positioning and write the messaging that matches it.
Most B2B healthcare brands have a positioning problem disguised as a messaging problem. The homepage doesn't convert because the positioning underneath it was never locked. I start with the positioning: who you are, who you're for, and why you win. Then I write the messaging that carries it: homepage copy, outbound emails, pitch decks, and sales narratives. All built from your sales transcripts, competitor teardowns, and buyer language. Not from templates.
Four ways to work together. Pick the shape that fits.
Pricing is on the page because I'd rather you know now than waste a call. Every engagement follows the same research-first process. The difference is scope and depth.
7-Day Positioning & Messaging Audit
B2B healthcare leaders who suspect positioning is costing deals and want proof before committing to a bigger engagement.
- ✓10-page positioning audit
- ✓Homepage + competitive teardown
- ✓60-min strategy walkthrough
- ✓7-day turnaround
- ✓Your time: 60 min. My time: 15+ hrs.
Messaging Sprint
B2B healthcare teams that need one high-stakes asset repositioned fast. A homepage, pitch deck, product page, sales narrative, or outbound sequence.
- ✓Customer and competitive research
- ✓Positioning architecture for the asset
- ✓Full copy + messaging hierarchy
- ✓Two rounds of revisions
- ✓Delivery-ready files
Revenue Messaging Build
B2B healthcare companies, Series A to B, $2M to $20M ARR. Repositioning, launching a new category, post-funding, or outgrowing the original story. Marketing leaders who need a partner to build the full messaging system behind pipeline, not just ship assets.
- ✓Customer, market, competitive research
- ✓Full positioning + category architecture
- ✓Homepage + core product pages
- ✓Sales narrative + enablement assets
- ✓Outbound + nurture sequences
- ✓Monthly strategy with leadership
- ✓Weekly working sessions with GTM
Executive Revenue Messaging
B2B healthcare companies, Series B and beyond. Executive teams preparing for Series C, strategic exit, or category leadership. We architect the full revenue messaging function and lead it at the executive level until your team is ready to own it.
- ✓Executive leadership over messaging + GTM narrative
- ✓Company + product-line positioning architecture
- ✓Direct partnership with CEO, CMO, CRO
- ✓Sales narrative + competitive response + launch messaging
- ✓Oversight across every GTM channel
- ✓Quarterly board-level reviews
- ✓On-call strategic support
Your time: 3 hours. My time: 20+.
Agencies run 12 workshops and call it rigor. I front-load the research so your team spends less time in meetings and more time with answers.
Competitor teardowns
G2 and review mining
Category mapping
Buyer language extraction
Positioning options ranked
Your team picks direction
Align on category and buyer
Lock the positioning decision
Color-coded copy
Messaging hierarchy
Value prop scaffolding
Every line annotated
Refine messaging live
Two rounds of revisions
Handoff to your designer
Your whole team can pitch it
- ✓You're a B2B healthcare company, Seed through Series C
- ✓You have paying customers and active sales conversations
- ✓Your sales team pitches the product better than the website
- ✓You're being compared to the wrong competitors
- ✓You need to align your team around one story before the next raise or launch
- ✓You want this done in weeks, not a 6 month agency retainer
- ×You're pre-revenue and still figuring out who the buyer is
- ×You want someone to manage social media or run ads
- ×You need a full marketing team, not a positioning specialist
- ×You're outside healthcare (I'd rather stay deep than go wide)
- ×You want someone to just write words without fixing the positioning first
What happens when the positioning is locked and the messaging matches
Browse the full healthcare positioning case studies.
Karis Health: 56% open rate on a cold broker campaign. In December.
729 brokers reached. 16% click rate. Multiple first meetings before January enrollment.
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.
Read the full story →Bristle: 33% conversion lift from messaging alone. No design changes needed.
Positioning, landing page rewrite, and customer segmentation for an oral health diagnostics startup.
Read the full story →"We were challenged with condensing a very complex pitch into a short, distilled summary deck. Ben was responsive, creative, and collaborative in helping us shape the right message."
"Couldn't recommend working with Ben more. He was a patient and clear guide to supporting Altitude at a critical inflection point in our commercial growth. The team loved working with him!"
"Every piece had a clear strategy behind it. You weren't just creating content, you were creating it with purpose. You helped us stand out while staying true to our brand."
"You were so very responsive and willing to dive into a complex environment. Your insight and fresh set of eyes allowed us to move forward further and faster."
Before you schedule
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.
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.
What does this cost?
There are four tiers. The 7-Day Audit is $5,000 one-time. The Messaging Sprint is priced by scope: $20K for one asset, $30K for two bundled, or $40K for the full foundation. The Revenue Messaging Build is $20K to $30K per month for 6 to 12 months. Executive Revenue Messaging for Series B+ teams is custom scope.
How do I sell this internally?
Three hours with the product and sales team, and you get a positioning deck the whole company can reference plus messaging that matches what you actually sell. If clearer positioning closes even one more enterprise deal a year, the engagement pays for itself many times over.
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 costing you deals, and which category frame gives your buyers a reason to choose you. AI helps me work faster. It doesn't replace the judgment that comes from doing this hundreds of times in healthcare.
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.
What does the first call look like?
15 minutes. You tell me what's going on. I ask a few questions to understand where the positioning breaks. If I can help, I'll tell you which tier fits. If I can't, I'll tell you that too. No pitch. No deck. Just a conversation.
Your buyers check your website after every call.
Make sure what they find matches what you just told them.