I was initially approached to help organize a launch event. I delivered market-fit.
Williamsville Wellness is an inpatient addiction treatment facility with success rates above industry standards. They had a growing waitlist, and began looking at new opportunities to extend the help their caregivers could provide.
The team was already experimenting with technology to support addiction treatment, and witnessing positive early results. Use of text notifications and shared Fitbit data between patient and counselor add support resembling that of an inpatient setting. Senior staff believe this smarter IOP, combined with the best of their inpatient treatment practices, can drastically curb relapse.
As we discussed outcomes, it became clear we needed to validate the brand, the program, its value propositions – but that a launch event, could be a vehicle to do that.
Over the next four weeks I developed a leads [guest] list, focusing on those likely to offer recurring referrals – therapists, counselors, doctors, attorneys and judges. I redesigned the site visuals and content more appropriate to the user journey, and shifted to test different value propositions. We set up a search campaign that would help drive additional traffic to the site. Another two weeks later, our Open House event also experimented with the value propositions, siloing each in a different room with its own presentation.
Through measuring website traffic, in-person audience engagement across varied rooms at the open house, as well as follow up surveys after the event, we determined the right improvements to strengthen the brand, proper message and tone, as well as prioritized value props.
