“Don’t find customers for your products, find products for your customers.”
A View From The Top
Modo Bio is set to revolutionize preventative healthcare with the release of its telehealth platform. The initial beta for the app will be available in April or May 2021.
App launch success relies heavily on Modo Bio clearly and consistently articulating the challenges it’s target audiences face. And providing best in class solutions BEFORE asking for user buy-in at launch.
Prelaunch challenges:
Building community and trust
Establishing Modo Bio as an authoritative voice
Start With Story
The story you tell is more important than the product you sell. All the more so when the product is in development. At this stage two cornerstone stories are important: The Origin Story and the Why Story. These stories help the audience glean the values and vision that inspire the product.
This makes them much more inclined to trust and connect at the deepest levels.
This kind of content is evergreen and perfect for places where someone encounters the brand for the first time - ie company website and social platforms.
An example:
Content, Content, Content
Modo Bio is uniquely positioned to understand the challenges each target audience faces. There is a great opportunity to serve as THE platform for discussing these challenges and providing solutions. All from the position of thought leadership and experience.
Edutainment videos, blogs, podcasts ect all fall under this category.
During the 3 months until launch, there must be significant investment in consistently producing content and distributing it in the places most relevant to the target audiences.
This will involve email lists, website blogs and social platforms.
The best approach is to make it as easy as possible for the audience to consume the content in their preferred manner - usually video, audio or in written form.
A podcast (for example) should consist of the audio, a video of the conversation and a written article. This makes it easy to remix the content across all platforms. Here’s a good example of this in practice:
Synopsis
One of the keys to a successful launch in April/May is an educated, energetic community that is ready to buy. Attracting this community requires:
Clearly articulating the values and vision that inspire the product and transposing them into stories that are easily accessible.
Defining the problems the community faces along with the solutions Modo Bio is uniquely positioned to provide. And doing so consistently. These will take the form of blog posts, podcasts, infographics, videos ect.
Distributing the content via relevant and far reaching channels like email, site blogs, social campaigns ect.