THE STRATEGIC NARRATIVE REFRAME
Shift the conversation. Close deals quicker.
STALLED DEALS DON’T HAVE TO BE
THE STATUS QUO
Closing deals has never been harder. Sales cycles are 38% longer than they were 5 years ago, buying decisions involve multiple internal stakeholders and external influencers, and win rates are down about 20%.
With AI embedded into every stage of the journey, your buyers have already done the majority of the research, compared the options, fact-checked every claim, and formed their opinions about your brand before they even talk to your sales team.
Ensuring that their perception matches the story you want to tell is critical. Yet most health tech companies have the same narrative without any clear differentiation that resonates with the market. The messaging is also so complex, overused, and jargon-filled that it falls flat.
When buyers struggle to understand what makes you different—and why that value matters—sales conversations take longer than they should and deals stall. Sales and marketing teams continue to be misaligned about what the market actually needs to hear and assets fail to move prospects closer to a decision. The company that wins the deal is usually the one with the most brand recognition because it is perceived as safer and more credible.
The truth is that you don’t need new tactics, more campaigns, or additional assets—you need to change the conversation.
STRATEGIC NARRATIVE AND POSITIONING
FOR HEALTHCARE BRANDS
With the Strategic Narrative Reframe, you’ll sharpen your positioning, clarify your messaging, and create a stronger, more nuanced story that finally connects with your target market. Buyers will understand what you do, why it matters, how your approach is different, and why you’re the right choice. Instead of blending in, competing claim-for-claim, and being evaluated by a capabilities checklist, you’ll shift the conversation and position your solution so clearly that choosing it is a no-brainer. Your sales team will have go-to-market messaging that speaks to your buyers, and on-point sales enablement assets that help to shorten the sales cycle, align decision-makers, and close more deals.
CLARITY
Uncover what’s holding back the market and what they need to hear to make a decision.
DIFFERENTIATION
Reframe the conversation around a point of view your company can credibly own.
MOMENTUM
Help prospects understand your value earlier and equip your team with the messaging and assets that support better buyer conversations so deals close faster.
CONNECTION
Move past generic and irrelevant messaging, and infuse empathy, authenticity, and personalization into every sales interaction.
THE PROCESS
DISCOVER
I’ll understand what’s working, what’s not, and how your current narrative is blending in. I’ll review your current messaging, analyze your competitors, conduct interviews with internal stakeholders and customers, and draw out themes, common objections, and buyer questions.
WORKSHOP
We’ll explore what the market currently believes, and what may be overused, oversimplified, missing, or misunderstood in the current conversation. We’ll explore the new positioning your company can credibly own, why it matters, and how it changes the buyer’s decision criteria.
BUILD
Once the reframe is clear, I’ll develop a concise strategic narrative and positioning brief you can use for sales and marketing messaging. This gives your team a shared way to explain the market problem, your differentiated approach, and why your solution is relevant.
ACTIVATE
We’ll turn the new narrative into a set of sales enablement assets. This may include a sales deck refresh, case studies, sell sheets, website messaging recommendations, a competitive differentiation page, and email campaigns.
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ABOUT ME
For more than 15 years, I have partnered with leading companies as a trusted expert in B2B healthcare technology, SaaS, pharma, and biotech. As a freelance journalist and writer, I honed my research and storytelling skills, conducted hundreds of interviews with industry experts, and uncovered the real stories that propel brands forward.
Frequently asked questions
We already have a brand strategy. Why do we need the Strategic Narrative Reframe?
Brand strategy is a broader engagement that aims to get a clear understanding of the brand as a whole. This offering is only focused on the sales journey, equipping your sales team with the right narrative, positioning, and sales enablement assets to change the perception in the market, connect with buyers on a personal, emotional level, and stand out as the obvious choice.
How do we know the narrative will resonate with buyers?
We use research and insights derived from interviews with your sales team and customers. This process ensures we uncover where there may be confusion and how the narrative must evolve to reflect what your buyers need to know to make a decision.
How long does the process take?
Most engagements take between 4-12 weeks, depending on the scope.
Can’t we just use AI?
Interviewing is a skill that I have honed over 15 years, through hundreds of interviews with industry experts. I have a solid understanding of healthcare, and know what to ask—and how to ask it—to uncover the real story. I aim to build trust and rapport with experts, tease out the hidden tensions and human emotions, move beyond surface-level responses, and determine the right story to tell. While AI can’t replicate this work, I do use AI tools in my process to drive efficiency.
SHIFT THE CONVERSATION.