Streamline Scientific
Urgent Care Market Expansion
Marketing Lead | Oct 2023 - Present
Challenge
Penetrate the urgent care market with complex PCR diagnostic solutions against established competitors in a highly fragmented industry.
Solution
Developed targeted content strategy including whitepapers, case studies, and LinkedIn campaigns for healthcare decision-makers at enterprise urgent care networks.
Strategic Thinking
Business Context
The urgent care market is dominated by large multi-location networks where executive leadership makes centralized purchasing decisions. These networks were sending samples to third-party reference labs, creating delays in patient care, reducing visit revenue, and limiting competitive differentiation.
Strategic Approach
Targeted C-suite executives at the largest urgent care networks nationwide with a clear value proposition: in-house PCR labs deliver faster results, improved patient experience, reduced send-out costs, and operational control. Messaging emphasized the business case for bringing diagnostics in-house rather than technical product specifications.
Key Strategic Decisions
- •Focused exclusively on enterprise networks rather than independent clinics
- •Built content around three pillars: patient experience improvement, cost reduction vs. send-out labs, and operational efficiency gains
- •Targeted CEOs, COOs, and regional VPs at national urgent care chains
- •Developed ROI calculators and case studies showing real-world results at scale
Lessons Learned
“Secured partnerships with major national networks including WellNow, WellStreet, and NextCare. Enterprise healthcare sales require executive-level messaging focused on business outcomes, not clinical features. The 150+ location deal validated that quality targeting of decision-makers outperforms volume-based outreach.”
Technologies & Skills
Project Collateral
Urgent Care Case Study
Enterprise case study for 150+ location urgent care network. Showcases consultative selling approach with quantified outcomes: 24hr turnaround (down from 3-4 days), 6-week implementation, and scalable hub-and-spoke model.
The Case for In-House PCR
Top-of-funnel whitepaper targeting urgent care executives. Builds the business case for in-house PCR versus reference labs across billing, turnaround time, and antibiotic stewardship. Includes hub-and-spoke scaling strategy for multi-location networks.
Urgent Care One-Pager
Mid-funnel sales enablement piece with 10-step implementation process visual. Designed for quick executive consumption with clear value props and credibility stats (200+ lab launches).
PCR vs Cultures Comparison
Educational comparison content positioning PCR against traditional cultures. Uses peer-reviewed citations and real patient case studies to demonstrate faster results, better detection rates, and improved antibiotic stewardship.
PCR vs Rapid Testing
Comparison content addressing the "rapid tests are faster" objection. Highlights PCR advantages in accuracy, multi-pathogen detection, and improving turnaround times, backed by CDC and Cochrane citations.
LinkedIn Ad Creative 1
LinkedIn Ad Creative 2
