How Can a Company Incubated in a University Research Lab Evolve into a Progressive Health Care Startup?

Impact

New Brand System

From antiquated to advantageous signaling power.

Accelerated Growth

From no marketing infrastructure to new market growth in >6 months.

Addressable Market Strategy

Redesigned service product strategy engagement delivery.

Challenge & Opportunity

TCARE (tee-care) was a revenue funded, pre-seed startup that improves patient and caregiver outcomes. They use predictive A.I. to monitor then identify where, when, and how to intervene in care management. These interventions reduce Medicare and Medicaid costs for the patients. TCARE has since scaled into an award-winning, revenue funded startup. 

 

In late 2017, TCARE had a modest client list with limited awareness in the market. They earned  approximately $500,000, in revenue, when they first contacted CNTRD. At the time, the firm was undergoing a leadership change and large amount of cash infusion. The change prompted the incoming CEO to contact CNTRD to accelerate TCARE’s speed to market with rapid design sprints. CNTRD reframed the problem as a brand signaling and positioning problem that required a clearly defined growth strategy and supporting marketing operations model. The changes included: growth strategy, addressable marketing, service line strategy, marketing operations, strategic alignment, and organizational design strategy. 

 

Within a month of servicing TCARE, CNTRD was invited to attend multiple accelerator programs as the“Fractional CMO.” During these intensive, high-impact sessions, CNTRD helped update product marketing strategy, fundraising pitch decks, market segments, user personas, reframing service, brand, products, and design principles within five days. 

 

The work went so well that CNTRD was engaged for another seven months to guide executive leadership through multiple HCD and UCD design sprints focused on growth and scale. The project culminated with a redefined market position. The shift now aligned TCARE with a redefined addressable market capable of the scale and social impact that the founders wanted. To achieve the new growth target, CNTRD delivered a new brand system, growth strategy, and marketing operations model. The change in positioning also led to CNTRD leading the redesign of the firm’s pitch strategy for Tier One and Two accelerators and Venture Firms. During this time CNTRD also oversaw the development of the new website, new brand assets, updated product experience design, and market analysis.

 

…but all love stories do not end in blissful, sustained union. After redefining the addressable market and service delivery strategy, CNTRD and TCARE leadership parted ways. Our opposing interpretations of incoming market data (in late 2018) led to a healthy debate about the trade offs for scale. CNTRD saw signals and evidence of a cost-effective, scalable, and profitable public and private sector service offering, and TCARE leadership felt differently. Eventually, CNTRD felt ethically compelled to release the project and data to TCARE’s internal team, so TCARE could focus on the private sector versus public and private.