Refining Juniper’s positioning as a credible challenger in reproductive health insurance
The Opportunity
Juniper raised £1.5 million in pre-seed funding to introduce reproductive health into the corporate benefits sector. Their goal was to develop an innovative employee benefits platform, along with a complex insurance product, while also building a brand that effectively engaged doctors, insurers, brokers, employers and employees. Juniper partnered with Camilla to link the dots between product development, clinical expertise and commercial strategy and serve as their first Marketing partner.
Camilla’s objectives:
Simplify the proposition complexity into a transparent and scalable B2B2C offering that communicated with and attracted five target audience subsets.
Build a marketing strategy from the ground up, and then execute on it, covering areas like content, social media, events and product launches.
Develop and activate strategic partnerships to drive revenue growth.
Process
1. Building brand & marketing foundations
Camilla led the multi-audience positioning, collaborating with product and engineering teams, as well as clinical teams.
Crafted the B2B2C messaging strategy, aligning value propositions across all five target audiences.
Established the marketing function as a key link between clinical, product, engineering and sales teams through effective internal processes.
Ran clinical webinars, executive roundtables and targeted events that transformed visibility into valuable sales conversations and solidified Juniper’s thought leadership.
2. Activating the B2B Growth Engine
Developed a strategic and audience-segmented content agenda for LinkedIn and email marketing.
Crafted sales enablement materials, blog posts, long-form articles and social media content to support growth across the marketing funnel.
Conducted weekly performance reviews with the CEO, continuously refining messaging and call-to-action placements to boost reach and click-through rates
3. Streamlining clinical onboarding & partnerships
To facilitate clinical integration, Camilla:
Onboarded specialists and private clinics across the UK to the Juniper platform, negotiating pricing models and defining user pathways.
Created 30+ educational resources for the Juniper platform, enriching the user experience.
Partnered with other health tech brands to maximise Juniper’s reach and build trust in the industry.
The Result
Drove 3x organic growth in corporate and founders' LinkedIn followers, doubling impressions and significantly expanding online reach.
Led 3 medical webinars, 2 breakfast roundtables with brokers and corporate experts, and 4 industry events, managing them end-to-end.
Successfully onboarded 5 clinics and 4 medical experts onto Juniper's platform.
As the 5th employee, Camilla was actively involved in the pre-launch strategy and product and positioning refinement, contributing significantly to the company’s foundational development.
Ready to elevate your pre-launch strategy, build a strong foundation and connect with your audience? Get in touch with us today!