A 12-week roadmap for repositioning Health Evolution, launching the refreshed product suite, and building durable lead-generation infrastructure — culminating in the public debut at Health Evolution Connect.
Timeline
12 weeks
Workstreams
5
Public debut
HE Connect
Workstreams
Five parallel workstreams sequenced across the 12-week engagement. Each includes the phase focus, key deliverables, and success measures.
WEEKS 1–4 · FOUNDATION & POSITIONING
Launch Strategy & Positioning
1
2
3
4
5
6
7
8
9
10
11
12
Key Deliverables
Member Promise narrative
Brand voice guidelines
External messaging hierarchy and plan
Social media strategy and content frameworks
Success Measures
Approved narrative by Week 4; alignment with board and ELT
WEEKS 5–9 · PLANNING & READINESS
Product Launch
1
2
3
4
5
6
7
8
9
10
11
12
Key Deliverables
Launch playbook
Product suite one-pagers
Member-facing rollout plan
Connect On-site Plan
Success Measures
Full product suite communicated to Members by Week 9
Deliver Connect plan by Week 10
WEEKS 6–11 · VISIBILITY & ACTIVATION
PR & Brand Rollout
1
2
3
4
5
6
7
8
9
10
11
12
Key Deliverables
Press strategy and media pitch kit
Thought leadership calendar
Website copy refresh
Social media rollout
Success Measures
Earned media placements
80%+ Member open rate on launch comms
Website live by Week 11
WEEKS 5–12+ · STEWARDSHIP & PROTECTION
Brand & Reputation Management
1
2
3
4
5
6
7
8
9
10
11
12
Key Deliverables
Stakeholder Q&A guide
Executive talking points
Brand maintenance framework — what needs to be true to protect the HE brand
Ongoing monitoring and issue response plan
Success Measures
Zero unmanaged reputational incidents
Proactive stakeholder coverage and sentiment
Brand consistency across all channels
WEEKS 6–12 · BUILD, LAUNCH & OPTIMIZE
Lead Generation
1
2
3
4
5
6
7
8
9
10
11
12
Key Deliverables
Validate end-to-end lead generation process
Messaging and outreach development
CRM and marketing automation optimization
Tool audit and gap remediation
Build outbound and nurture sequences
Launch campaigns & A/B test messaging
Reporting dashboard and KPI review
Success Measures
Validated outreach process live by Week 8
Campaigns launched by Week 9
Improved email open and response rates
Higher Prospect → MQL conversion
Key Dates & Milestones
The moments that anchor the engagement — from discovery through the public debut at Health Evolution Connect and the optimization work that follows.
01
July – August
Discovery & Strategy
Discovery, positioning, messaging framework, and marketing strategy development.
02
August
Soft Rollout
Soft rollout of the new positioning to existing members.
03
September
Awareness Campaign
Launch integrated awareness campaign.
04
Late September
Health Evolution Connect
Public debut of the refreshed positioning and membership model.
05
Following September
Evolve & Optimize
Codify learnings and sharpen the growth engine.
Evaluate current positioning and codify a new messaging framework.
Assess existing marketing tactics and channels and recommend a more effective growth strategy.
Meetings & Communication
A predictable cadence for updates, reviews, and long-range planning — designed to keep momentum without adding meeting overhead.
Weekly
Client Weekly Syncs
(30 min)
Goal: Review progress, align on priorities, and address any client questions or needs.
Friday Check-Ins
(via Slack / email)
Goal: Provide a status update on what's in progress, completed, and needs attention.
Monthly
Monthly Strategic Reviews
(30 min)
Goal: Review key accomplishments & reporting/metrics from the month prior, and align on the roadmap for the next month.
Biannual
Bi-Annual Marketing Roadmap
(2 hours)
Goal: Evaluate past performance, align on current business objectives, and define strategic priorities for the next 6 months.
