HEALTHCARE
CASE STUDY
Scaling an In-Home Healthcare Startup Into a National Brand
From brand strategy and content to web and social, I built Prospero Health's marketing engine from scratch—helping them grow from 1,500 to 30,000 patients.
MARKETING STRATEGY • CREATIVE DIRECTION • ACCOUNT LEADERSHIP • PHOTO & VIDEO PRODUCTION • SOCIAL MEDIA • ADVERTISING • RESPONSIVE WEB
THE CHALLENGE
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THE CHALLENGE
Build an Marketing Engine During a Global Pandemic
Prospero Health had a bold mission: bring compassionate in-home care to patients with serious illness. They needed someone to build their marketing engine from scratch and tell the stories of seriously ill patients receiving care at home.
Two weeks after kick off, COVID-19 hit the world and those patients became the most at-risk people in the country.
MY ROLE
MY ROLE
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Marketing Strategy, Creative Direction, and Account Leadership
I owned this engagement from brief to execution. What started as a social media retainer expanded into content strategy, web, SEO, and full-scale video production. I built and managed the team around the work as it grew.
THE APPROACH
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THE APPROACH
We Moved Fast, Found What Worked, and Built a Strategy Around It
Real-world marketing rarely starts with a clear brief. Prospero came to us with a social media brief. As we got deeper into the work, it became clear the real need was much broader than that.
As early results shaped our thinking, we layered in deeper strategy: audience research, competitive audits, and persona development across patients, caregivers, providers, and industry leaders. Those insights became the foundation for a full content operation — web, video, SEO, and paid media — built on evidence, not assumptions.
PERSONAS & USER JOURNEYS
Human-Centered Strategy for Human-Centered Care
Our strategy started with deep discovery. We conducted audience research and competitive audits to understand how to speak to Prospero’s multi-faceted audiences: caregivers, patients, providers, and industry leaders.
From there, we mapped each audience's journey from first awareness to active decision-making, identifying the specific moments where Prospero's story could break through — and what it needed to say when it did.
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Patients
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Caregiver
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Providers
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Industry Leaders
OUR APPROACH
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Human-Centered Strategy
Our strategy started with deep discovery. We led conducted audience research and competitive audits to understand how to speak to Prospero’s multi-faceted audiences: caregivers, patients, providers, and industry leaders.
CONTENT STRATEGY
A Full-Funnel Content Ecosystem
We built a sustainable system for long-term growth. Our content strategy focused on engaging people at every stage—from initial awareness to active decision-making.
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Caregiver Resources
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Patient Stories
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Team Stories
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Thought Leadership
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Caregiver Resources
SOCIAL MEDIA CONTENT
Authentic, Emotional Storytelling—At a Distance
We pitched social media content rooted in creating heartwarming, personal patient stories – 2 weeks later the COVID-19 pandemic hit.
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Real patient stories – while social distancing.
We built a system of capturing real patient stories, while keeping Prospero’s vulnerable patient population safe and healthy.
RESULTS AT A GLANCE
Going Viral with Real Human Stories
We defined a social strategy and created a content pipeline designed to engage Prospero’s audiences across all touchpoints, from web to social to email.
Photo & video production
Our in-house content studio created content that fueled all of Prospero’s marketing efforts, serving as a lifeblood for Prospero’s captivating stories and empathy-first model.
A retired doctor finds quality healthcare at home
We told the story of Alice Johnson, a Prospero patient who relies on their services to give her quality of life back.
Powerful partnerships with healthcare providers
Kris Smith, Prospero’s Chief Medical Officer, discussed how Prospero’s partners with patients’ primary doctors for more seamless care.
Jelly Doughnuts & OJ: The origin story of better in-home care
We spoke with Prospero’s Founder and CEO, Doug Wenners, about his reason for starting the company.
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Blog post writing
Our content strategy cemented Prospero’s reputation as a thought leader in the industry.
Our article on Social Isolation ranked on the 1st page of Google, outperforming competitors like WebMD.
CONTENT STRATEGY
RESPONSIVE WEB
Responsive Web
As the hub of their content strategy, Prospero’s website was in need of key enhancements. After a thorough UX audit, we revamped the entirety of their site to sharpen their message, improve user funnels, and maximize conversions.
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Driving organic engagement and conversions
Posting content on Prospero’s Facebook, LinkedIn, Instagram, YouTube, and Google Business Profile, we were able to build organic engagement and ultimately drive KPIs across all audiences.
Advertising & SEO
We implemented an advertising strategy through social, display, and industry associations channels, targeting both caregivers and providers.
We supplemented this with a series of articles to raise awareness, build credibility, and inspire action, building a robust strategy of SEO and conversion improvements across all of Prospero’s pages and blog posts.
The Results
Prospero now serves over 30,000 patients across 28 US states – a 10x increase in patients and locations over 2 years.
Under our management, Prospero’s follower count has seen a 34% increase across all channels and an almost 600% increase in web traffic, all while maintaining a 6.9% average engagement rate – more than 3x the industry average.
Prospero’s growth strategy was so successful that they were acquired and are now part of a national healthcare group, with access to new avenues and opportunities for continued growth and impact into the future.
34%
Increase in followers
+146%
Organic Social referrals
Client testimonial
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"Kriya are more than partners, they are truly part of the Prospero family. They believe in our mission, they know our brand, and they seek solutions to the many challenges we have faced. I could not give them a more glowing recommendation."
Don Quinn
VP of Marketing, Prospero Health
READY TO GET STARTED?