HIA Technologies
Industry
Health Technology
Services
Strategy | Product Positioning | Content Development
Challenge
HIA Technologies creates excellent patient engagement experiences through interactive artificial intelligent characters. Though the company has a strong focus on the healthcare industry, this was not always the case. Originally, HIA was created to help provide excellent applicant engagement experiences to support recruiters and hiring managers. However, the startup company was not seeing much success with its original mission and needed to understand its product-market fit.
Company Overview Video
Product Demo
Solution
I conducted extensive market research within several major industries and compiled my key findings into a deck that I presented to internal stakeholders. After presenting my report, I joined the leadership team in identifying and developing the next game plan, which resulted in completely changing the direction of our product.
Process
After finalizing the shift from recruiting and hiring to healthcare, the VP of Business Development and I worked quickly to create and implement a marketing plan based on the new direction.
I produced a mixed variety of content including email funnels, sales collateral, video, and other marketing pieces to support the VP of Business Development’s lead generation efforts. The result led to an increase in beta users and the company’s first paid customer.