Define Your Strategic Edge
With evidence in hand, we shape the strategy, positioning, messaging, and plans that turn insight into an unfair advantage.
The gap between insight and impact is strategy
Data without a framework is just noise. Teams that move from research to execution without a defining strategy end up with fragmented campaigns, inconsistent messaging, and wasted spend.
The Define phase creates the strategic architecture that turns your insights into a cohesive, actionable plan.
60–70%
60–70% of B2B marketing content sits unused on sales portals and websites.
— SiriusDecisions/Forrester
20–30%
Companies with differentiated positioning achieve 20–30% higher growth rates than interchangeable competitors.
— McKinsey
80%
80% of B2B content targets late-stage buyers — features, pricing, product specs — while early-stage buyers are looking for problem framing and strategic guidance.
— SiriusDecisions/Forrester
Four lenses that shape every Define engagement
What to Say
Craft the narrative
Your market position means nothing if you can't articulate it. We define the messaging architecture that connects your value to what buyers actually care about — across every stage of the journey.
Core value proposition and proof points
Persona-specific messaging frameworks
Competitive differentiation narratives
Sales and marketing alignment language
Where to Show Up
Choose your channels
Not every channel deserves your budget. We identify the mix of touchpoints that reach your highest-value audiences — and design an integrated approach that compounds awareness into pipeline.
Channel-audience fit analysis
Paid, owned, and earned media strategy
Content distribution architecture
Partner and ecosystem amplification
How to Stand Out
Own your position
In crowded markets, being good isn't enough — you need to be different. We design a positioning platform that makes your brand unmistakable and gives your team a strategic North Star.
Category positioning and narrative
Brand personality and tone of voice
Visual and verbal identity alignment
Thought leadership territory mapping
How to Measure Success
Build the scoreboard
Strategy without measurement is just hope. We build a performance scoreboard that tells you — in real time — whether you're winning, losing, or standing still, so you can course-correct before it's too late.
KPI scoreboard design and implementation
Leading vs. lagging indicator frameworks
Win/loss tracking and pipeline attribution
Executive dashboard and reporting cadence
What we build in the Define phase
Six integrated capabilities designed to translate evidence into strategy and strategy into competitive advantage.
Brand Positioning
Establish a market position that's defensible, distinctive, and aligned with where your buyers are headed — not where competitors already are.
Positioning framework development
Category design
Competitive differentiation
Brand narrative architecture
Messaging Strategy
Craft messaging that speaks to what buyers actually care about — translating your value into language that drives action at every stage.
Value proposition design
Persona-based messaging
Objection handling frameworks
Sales enablement narratives
Content Strategy
Design a content engine that educates, builds trust, and moves buyers through the funnel — with clear purpose behind every asset.
Content pillar development
Editorial calendar design
Funnel-stage mapping
Thought leadership planning
Campaign Architecture
Build integrated campaign frameworks that connect your story across channels and touchpoints — from awareness through to conversion.
Multi-channel campaign design
Audience journey mapping
Creative brief development
KPI framework definition
Channel Strategy
Identify the right mix of channels based on where your buyers spend time and which touchpoints actually influence decisions.
Channel mix optimization
Paid vs. organic balance
Partner channel evaluation
Attribution model design
Growth Planning
Translate strategic clarity into a prioritized growth plan with clear milestones, owners, and measurable outcomes.
90-day sprint planning
Growth lever prioritization
Resource allocation models
Milestone & KPI setting
Outcomes of the Define Phase
Best for teams ready to move from insights to action — who need a clear strategic blueprint before investing in execution.
Ready to define your path to growth?
Next in the framework:
Accelerating your growth with expert strategies in marketing, branding, research & insights, sales and lead generation to maximize healthcare impact.