Transforming Healthtech News with Healthtech Pigeon's Unique Brand
Solution
We implemented a comprehensive strategy to build and promote the Healthtech Pigeon brand, ensuring it stood out in the crowded healthtech news space:
Content and Community Strategy
- Newsletter and Podcast: We developed a newsletter with over 5,500 subscribers, growing by 200 per month, and a weekly panel-show podcast where the SomX team and a guest break down healthtech news. The content strategy focused on delivering relevant, timely, and engaging information in a format that was accessible and entertaining.
- Character and Voice: Central to Healthtech Pigeon's appeal is its character—a pigeon with a cynical, sarcastic, and humorous voice. This unique persona says what everyone is actually thinking, making it highly relatable and engaging for the audience.
Visual and Brand Identity
- Visual Aesthetic: We designed the visual identity to be accessible and approachable, using a cartoon style that contrasts sharply with the stale, boring aesthetics of typical corporate news brands. This playful design approach helped position Healthtech Pigeon as the "people's choice" of brands.
- Brand Guidelines: Our detailed brand guidelines ensured consistency across all communications, reinforcing the fun, witty, and iconic brand identity that Healthtech Pigeon is known for.
Engagement and Growth
- Social Media and Events: We implemented a robust social media strategy, enhancing engagement and expanding reach. Healthtech Pigeon was also asked to partner with events, notably will be hosting the official healthtech pre-party for Sifted, which further cemented its position as a key player in the community.
- Sponsorship Deck: We developed a sponsorship deck to attract and onboard partners that add value to our audience, offering various packages that ensure valuable exposure and engagement for sponsors
Results
- Rapid Growth: The newsletter subscriber base grew to over 5,500, with a monthly increase of 200 subscribers.
- High Engagement: The podcast and newsletter achieved impressive engagement rates, with the newsletter averaging a 47% open rate and a 15% click-through rate, significantly above industry standards.
- Community Recognition: Healthtech Pigeon is recognized as a true community brand, frequently partnering with high-profile events and fostering a strong, engaged audience.
Reflection
Our work with Healthtech Pigeon highlights our ability to create and sustain a brand that resonates deeply with its audience. By leveraging a unique voice, engaging content, and a visually appealing design, we successfully transformed Healthtech Pigeon into a beloved and influential news brand within the healthtech community. The brand's success in growing its subscriber base, increasing engagement, and establishing significant partnerships demonstrates our expertise in brand development and community engagement. This case study underscores our commitment to delivering innovative and impactful solutions that meet the evolving needs of our clients and their audiences.
