UNIFYING AND RELAUNCHING A BRAND AFTER PE-BACKED ACQUISITIONS
Relevate Health
CMO Services Case Study
Relevate Health transformed a fragmented roll-up into a unified brand and go-to-market engine built for growth.
“Michael is a data-driven marketing executive with extensive experience that helped Relevate go from next to no marketing to a comprehensive strategy that was in market in under three months.”
Overview
Relevate Health, an omnichannel healthcare marketing company, was formed through a series of private equity-backed acquisitions that brought together four distinct organizations under a single brand.
While the combined business offered a broad set of capabilities, it lacked a unified market identity. A new CEO and CFO recognized that without a clear value proposition and go-to-market strategy, the company would remain fragmented, mired in a siloed and product-focused approach that would stunt growth potential.
To move forward, Relevate needed to unify the organization around a common purpose and narrative, align its brand, clarify its positioning, and establish a cohesive marketing / Go-to-Market strategy to drive demand.
Challenges
- Following the acquisitions, Relevate Health faced a set of foundational marketing challenges:
- Unclear brand positioning and value proposition across varied and disparate legacy businesses
- Fragmented go-to-market approach across products and services
- Limited inbound demand generation
- Lack of a cohesive marketing strategy and execution framework
Goals
To support the company’s next phase of growth, Relevate Health needed to:
- Unify its brand positioning across multiple acquired entities
- Develop a clear and compelling value proposition
- Relaunch its digital presence to reflect the new brand story
- Build a comprehensive go-to-market and demand generation strategy
- Establish a scalable marketing foundation for future growth
Solutions
Relevate Health engaged TechCXO Partner Michael Baer as Fractional Chief Marketing Officer to assess the current state of the business and lead the development of a unified marketing strategy.
Michael began with a focused but comprehensive assessment, incorporating stakeholder interviews, internal document review, and market insights. From this, he developed a cohesive plan aligned with executive leadership and designed to reposition the company for growth.
Key initiatives included:
- Leading the development and validation of a unified brand positioning and value proposition which spanned the growing and diversified product offerings
- Conducting customer research and segmentation to refine targeting and messaging
- Defining a comprehensive go-to-market and marketing strategy, including content, social media, PR, and digital channels
- Guiding the relaunch of the company’s online presence to reflect its new identity
- Bringing in specialized resources to accelerate implementation and execution
Michael’s approach combined strategic clarity with hands-on execution (he calls this “Stratecution”), ensuring that plans translated quickly into measurable results.
Fractional CMO
Michael Baer served as Relevate Health’s fractional CMO and helped to unify the company and set the foundation for growth.
Outcome
The impact of the transformation was both rapid and measurable.
Within three months, Relevate Health saw significant improvements across key marketing performance indicators. Website traffic increased by 36 percent, with 62 percent new visitors, reflecting stronger market visibility and engagement.
The company more than doubled its LinkedIn following, growing by 116 percent, and generated 45 new qualified leads, demonstrating improved demand generation effectiveness.
Relevate Health also increased its standing in the MM&M rankings of healthcare agencies, moving from #59 to #39, reinforcing its strengthened market position.
Beyond these metrics, the company established a clear, unified brand and a scalable marketing foundation to support continued growth.
Unified Brand
A clear value proposition and cohesive positioning aligned four legacy companies into a single market identity.
Accelerated Demand
Improved strategy and execution increased traffic, engagement, and qualified lead generation within three months.
Traffic Growth
Qualified Leads
“Michael helped build the foundations for growth. He drove the creation and validation of our unified positioning, he helped us enrich and formalize our customer understanding and targeting, and he built a comprehensive marketing plan, including content strategy, social media plan, PR, and a new website. And he went beyond strategy—he helped build our capabilities in these areas and drove immediate implementation, driving immediate results including leads, followers, and great press opportunities.”
- Relevate Health CEO
