Case studies

How I've fixed underperforming health products for startups and scale-ups. Each shows the reframe, the call I made, and the outcome.

  1. When 46% of invited patients won't take a free benefit

    Lifting sign-up from 54% to 59.3% on a polygenic risk score service.

    • 5.3% lift in sign-up from 54% to 59.3%
    • 40+ points above the healthcare conversion benchmark

    For Series B healthtech leaders facing trust-led conversion gaps. I reframed a copy problem as a trust problem and made the science a sales asset that drove 3.2% of all sign-ups.

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  2. When 1 in 10 patients get no result

    Cutting genetic kit reject rate from 10% to 0.3% on a free-benefit partnership.

    • 10% → 0.3% lab reject rate
    • £3,200 saved per 1,000 kits

    For health products where physical-to-digital handoffs erode retention. I treated a cost problem as a retention problem. I eliminated the 5% identification gap and rebuilt the kit-to-screen flow, removing the blocker to partnership growth.

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  3. When 40% of clinicians can't understand your product

    Raising clinical staff uptake from 20% to 50% on a product sales tool

    • 30% more product uptake among clinicians
    • 3 more clinics expressed product interest

    For health products where clinicians need to understand product value while walking between hospital engagements. I reorganised critical information and designed a swipe-only navigation for one-handed access, removing the blocker to further clinic expansion.

    Case study coming soon