Articulating the Value Proposition

The Opportunity

Genesis was engaged by a pediatric behavioral health startup experiencing undersubscribed program participation despite rapid program development and growing national need for pediatric mental and behavioral health services, creating risk to their operational sustainability. Although company executives had deep experience in mental health service delivery and providing digitally delivered services, they lacked experience developing and marketing products specifically for the pediatric healthcare market. The client sought Genesis’s counsel on how to gain traction in select markets where it had existing payer relationships.

Approach

Genesis developed pediatric market profiles characterizing key market attributes (e.g., market consolidation, competition, penetration of value-based networks, adaptability) that influence the decision-making of pediatric hospitals and system leaders. Additionally, Genesis profiled selected pediatric systems in prioritized states, identifying factors likely to enable or limit client engagement. Finally, Genesis identified opportunities to cultivate relationships, prioritize messaging, and elevate brand awareness through targeted outreach.

Outcomes

The client was acquired by a global mental health services organization, enabling the company to expand pediatric mental health service delivery to millions of children and youth worldwide.

Key Success Factor

Facilitating discussions with the client’s leadership team to quantify and articulate the value proposition for US pediatric markets enabled leaders to prioritize messaging more effectively for potential clients.