How a SaaS Scaled to 900+ Mid-Market Clients Worldwide
See how a medical education SaaS grew market share in their software niche: medical education management software. Given the United State’s $10B medical education software market, every percentage counts for solutions like MyEvaluations.com.
With a few big players in their niche, mid-market buyers like hospitals were highly sensitive to the pricing and switching costs of a new software. MyEvaluations.com (MyEvaluations) needed to catch up with established players that hospitals have used for years, in addition to expanding their product into new medical education segments, like nursing.
As MyEvaluations struggled to keep up with established conglomerates and fast-paced innovations, their executive team approached Oaktrust to sharpen their GTM approach.
Snapshot
900+ Institutional Clients Worldwide
Medical Education SaaS with 120,000+ Trainees
27+ Years in Business
Over 25 years, MyEvaluations built a complete suite of products for medical institutions worldwide.
01 /
Context
Several growth issues emerged:
Long, educational sales journeys
1.5 to 2 hours per demo
Larger decision-making groups (from buyers, to multiple champions, to many more end-users)
Difficulty explaining many products
As more products were added, it became harder to clearly explain all the products and services without confusing or overwhelming leads.
Inconsistent sales materials
Everything looked and sounded different (from product sheets, to the website, to sales calls presentations).
“We have a lot of functionality, but it’s a lot to explain.”
David Melamed, CEO at MyEvaluations.com
The Old Brand
02/
Goals
1
Shorten sales cycles
Increase the capacity for more sales calls by making demos shorter and more effective.
2
Clearly communicate the entire product suite
Make the product suite easy to understand during every stage of the sales journey.
3
Create consistency
Modernize the brand to build trust and create a consistent experience across all touch points.
03/
Approach
New Positioning + Team Training
To differentiate MyEvaluations’s competitive advantage against competitors, Oaktrust developed their new positioning strategy. This included a new tagline that also functions as the new marketing direction; "The Human Approach to Education”.
Then, Oaktrust trained executive leadership on how to apply this strategy when positioning against competitors.
Visual Identity & Sub-Brands Refresh
Oaktrust translated the new positioning into a user-centric brand. This resulted in an intuitive digital experience with a careful balance between looking up-to-date and keeping their 27+ years worth of reputation (not a startup).
Product Ecosystem Design
Oaktrust transformed MyEvaluations’s confusing product mix into a product ecosystem that mid-market customers could easily understand.
Oaktrust also repositioned over 9+ products and features for the sales team to easily understand how to market and upsell customers.
Messaging for Each Customer Profile
Oaktrust updated MyEvaluations’s messaging and value propositions to reflect the needs and desires of their modern user and decision-makers.
This included customer profiles in hospitals, business executives, and Ivy League medical schools.
Sales Assets for Each Decision-Making Level
With new market segments and customer profiles, Oaktrust developed sales collateral that speaks to the specific person receiving it at each stage of the sales journey.
Conference Experience Strategy
Oaktrust executed the new strategy and guided the leadership team on how to apply their sales materials for their conference marketing.
This initiative also included booth displays, signage, and other hand-outs.
The goal was to communicate a cohesive experience, from awareness to in-person engagement, to post-show engagement.
04/
Results
ICP-centric sales collateral pages for account based marketing
40+
Product sheets, templates for mass distribution, and team training hours
9+ Sales Assets & Training
Guides and training material to scale product and web design freelancers
Optimized Outsourcing
9+ New Products in Ecosystem
Servicing 900+ institutions worldwide
Estimated time reduced per demo call to pitch complete product ecosystem
30 min. Less per Demo
Expanded into new market segments with ICPs that clearly guided their messaging
4+ New Markets
“I couldn’t be more delighted!”
It’s an absolute rebirth for MyEvaluations. The brand was ugly…I’ve been pushing and valuing design for so long. Here, to have David absolutely embrace it, and be baptized anew, it’s life-bringing. It helps me have pride in what we’re doing. You’re helping us discover what we’re doing.
Jack Lincoln | VP of Product Development
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