Find Demand
Demand Intelligence revealed active consumer search behavior across multiple health conditions, from UTIs to pink eye to seasonal allergies. Consumers were hunting for fast, affordable diagnosis and treatment without the friction of urgent care visits. The data confirmed the CEO's instinct: a significant B2C opportunity existed for Zipnosis' telemedicine platform, but it required a completely different go-to-market approach than their B2B business.
Measure the Competition
Competitive analysis exposed a fragmented market with no dominant player. Existing telehealth providers were either too expensive, too slow, or required lengthy consultations for conditions that needed simple diagnosis and treatment. The competitive set was weak and compromised, creating multiple entry points for Zipnosis to differentiate on speed, price, and focused condition-based care. The market was ripe for disruption.
Imagine the Experience
The strategy became clear: intercept consumers at the moment of need when they're searching for symptom relief and self-diagnosis. Build a distinctive visual brand that cuts through the generic telehealth clutter. Design a frictionless intake experience that gets patients from "I need help" to diagnosis in minutes, not hours. And abandon the B2B pricing complexity for transparent, consumer-friendly pricing that removes friction from the purchase decision. This wasn't about adapting the B2B platform—it required reimagining the entire experience for anxious consumers seeking immediate relief.
Pilot. Test. Iterate. Grow.
Rather than a national launch, we designed a disciplined market test: four states showing the highest demand for skin condition treatment. This focused pilot would validate consumer acquisition costs, conversion rates, and unit economics before scaling investment. The board approved the test, proof that the strategic case was compelling enough to warrant real capital allocation.
Results
The board approved the plan and committed capital, validating the strategic case was compelling. But within weeks, unprecedented demand transformed Zipnosis' B2B business overnight. Leadership made the strategic call to capture explosive core growth rather than launch an unproven consumer business. Zipnosis sold successfully later that year. The B2C plan was never executed.
Find Demand
Demand Intelligence revealed active consumer search behavior across multiple health conditions, from UTIs to pink eye to seasonal allergies. Consumers were hunting for fast, affordable diagnosis and treatment without the friction of urgent care visits. The data confirmed the CEO's instinct: a significant B2C opportunity existed for Zipnosis' telemedicine platform, but it required a completely different go-to-market approach than their B2B business.
Measure the Competition
Competitive analysis exposed a fragmented market with no dominant player. Existing telehealth providers were either too expensive, too slow, or required lengthy consultations for conditions that needed simple diagnosis and treatment. The competitive set was weak and compromised, creating multiple entry points for Zipnosis to differentiate on speed, price, and focused condition-based care. The market was ripe for disruption.
Imagine the Experience
The strategy became clear: intercept consumers at the moment of need—when they're searching for symptom relief and self-diagnosis. Build a distinctive visual brand that cuts through the generic telehealth clutter. Design a frictionless intake experience that gets patients from "I need help" to diagnosis in minutes, not hours. And abandon the B2B pricing complexity for transparent, consumer-friendly pricing that removes friction from the purchase decision. This wasn't about adapting the B2B platform, it required reimagining the entire experience for anxious consumers seeking immediate relief.
Pilot. Test. Iterate. Grow.
Rather than a national launch, we designed a disciplined market test: four states showing the highest demand for skin condition treatment. This focused pilot would validate consumer acquisition costs, conversion rates, and unit economics before scaling investment. The board approved the test, proof that the strategic case was compelling enough to warrant real capital allocation.
Results
The board approved the plan and committed capital, validating the strategic case was compelling. But within weeks, unprecedented demand driven by the COVID pandemic overwhelmed Zipnosis' B2B business overnight. Leadership made the strategic call to capture explosive core growth rather than launch an unproven consumer business. Zipnosis sold successfully the following year. The B2C plan was never executed.
