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Messaging and Brand Positioning

The Challenge

NeuLine Health was poised for growth and looking to enter new markets with a bold vision for neurodiagnostics. But the way the company showed up in sales and marketing conversations didn't reflect what made this company different.

  • Teams used different terms; there was no common language or playbook for talking to customers
  • Sales and marketing were out of sync
  • Differentiators were unclear or underused
  • The patient experience got buried under technical detail
  • Marketing efforts couldn't scale because the narrative didn't

What NeuLine needed wasn’t just messaging. It needed translation—structured clarity that was meaningful to employees, physician customers, and patients.

My Role

As SVP of Strategy, I led the development and rollout of NeuLine’s first comprehensive messaging framework, from research to enablement.

The Work

Discovery & Distillation

  • Interviews with stakeholders across sales, patient services, and leadership

  • Provider surveys to surface expectations and "language" gaps

  • Competitive analysis and market research

Framework Development

  • Core brand narrative and strategic positioning

  • Proof-backed differentiators and value proposition

  • Ideal customer profiles and segmented messaging (patients, neurologists, office managers)

  • Voice and tone guidance for consistency across functions

  • Battle cards and real-world messaging for sales enablement

Enablement & Activation

  • Cross-functional training workshop

  • Empathy-mapping exercises for contextual adaptation

  • Playbooks, tools, and workflows to support campaign rollout, onboarding, and content development

The Results

Once the message was clear, teams could move.

  • Patient and provider campaigns were planned with sharper focus

  • Sales outreach became more targeted and credible

  • Teams operated with shared language and intent

  • Website and content updates led to measurable initial gains:
    → +18% organic search traffic
    → +51% organic social traffic

But the real shift? Messaging became a working system that could scale across channels and conversations.

Why It Mattered

This is the kind of work I’m most proud of.  Strategic. Cross-functional. High-impact. It wasn’t just about saying the right thing in a brochure. It was about helping every employee at a growing company understand and share what made their work special.

NLH messaging images