Hi, I'm Ben Watkins.

How my work will help you

Most healthcare SaaS companies sound the same. They lead with features. They describe what their platform does instead of what it changes. Their homepage could belong to three competitors and nobody would notice.

I fix that. My work sits at the intersection of positioning strategy and execution. I don't just tell you what your positioning should be. I write the emails, the landing pages, the pitch decks, and the outbound sequences that put it to work.

Everything I do starts with one question: where does the positioning break? Sometimes it breaks on the homepage. Sometimes it breaks in the sales deck. Sometimes the founder, the VP of Marketing, and the sales team are telling three different stories about the same product.

I find the break and I close it. With positioning, with messaging, and with the actual copy that carries it into market.

How I got here

I used to be a middle school teacher. All subjects. Then I became an EMT.

While I was working as an EMT, I started side hustling as a copywriter. I got good at writing emails that people actually opened. Landing pages that converted. Sequences that moved prospects from cold to booked.

Over time, the work kept pulling me toward healthcare. Healthcare SaaS companies had the hardest positioning problems: complex products, multiple buyer personas, long sales cycles, and a tendency to describe the technology instead of the transformation. I found that I could see things their internal teams couldn't because I wasn't steeped in the jargon. I brought fresh eyes.

Eventually, "the copywriter who keeps fixing our positioning" became the whole business. I stopped being a generalist and went all in on B2B healthcare. That's where the pain is sharpest, the positioning is weakest, and where better messaging makes the biggest difference.

About me

• • 50+ positioning and messaging engagements with B2B healthcare SaaS companies, from seed stage to enterprise.
• • Clients include Kaiser Permanente, Dignity Health, Tomorrow Health, Sycle, Bristle, Karis Health, Ayin Health Solutions, and many more.
• • 30+ landing pages written for B2B companies. 33% conversion uplift for Bristle. 18% increase in demo requests for SmartCue.
• • Email campaigns that drove 56% open rates (Karis Health), 17% higher CTR (Sycle), and 8% revenue increase (Sycle).
• • Creator of La Vie Ben Rose, a newsletter on positioning, messaging, and healthcare marketing with 1,000+ subscribers.
• • I run positioning workshops for healthcare SaaS teams to align founders, marketing, and sales on a single narrative.
• • 6+ buyer personas developed for companies like Anya Health and Telemedic as foundations for website optimization and brand repositioning.
• • Former middle school teacher and EMT. I know how to explain complex things simply and stay calm when things get complicated.

Other interests

Outside of positioning and messaging work, here are some things I care about:

• • Family. I have five kids. They are the reason I work hard and the reason I know how to explain things in the simplest possible terms.
• • The outdoors. Hiking, being outside, getting away from screens. The best positioning ideas come when I'm not sitting at a desk.
• • Coffee. I take it seriously. Not pour-over-with-a-gooseneck-kettle seriously, but close.
• • TV that rewards attention. Severance, Dark, Stranger Things, Welcome to Wrexham. If it has layers, I'm watching it.
• • Writing about writing. I publish the La Vie Ben Rose newsletter where I break down positioning, copywriting, and the mechanics of messaging that actually moves people.

Join 1,000+ subscribers

La Vie Ben Rose is a free newsletter on positioning, messaging, and healthcare marketing. I share frameworks, breakdowns, and the occasional strong opinion.