Challenge
As a globally respected leadership and education organization for healthcare professionals, HBA launched a new Learning Management System (LMS) to offer educational content, training, and resources. However, their internal team was rapidly stretched — managing high-impact initiatives left them without capacity to successfully launch the new platform. They faced a critical risk: without strategic guidance and clear positioning, the LMS would remain dormant, missing an opportunity to reach members and gain enrollments.

Our Approach (Product Strategy + Product Marketing)

• We served as strategic product partners: helped define the LMS offering’s value proposition, mapped the target audience, and developed a clear positioning to differentiate the platform in a crowded professional-education market.

• Built the go-to-market strategy and roadmap: from messaging framework, to sales enablement structure (including CEO pitch script), to user experience flow via LMS page hierarchy — ensuring user clarity and streamlined conversion.

• Designed a member-advocate program: created a brand-ambassador strategy to activate community members as advocates, extending reach organically and adding social proof to the offering.

• Developed foundational content & marketing support: email sequences, social copy, and marketing calendar planning — so that launch momentum translated into sustained engagement and conversions.

Results / Outcome

• 19,000+ unique site visitors in three months post-launch

• 114 paid enrollments during launch period (with continued growth beyond contract)

• Empowered internal team with messaging frameworks and sales tools — improved internal marketing confidence and capacity

• Created a repeatable sales flow, positioning the LMS as a sustainable offering, rather than a one-time launch

Value Delivered (From a Product + Market Lens)
HBA’s LMS evolved from a hidden, inactive product to a market-ready, mission-aligned educational offering — with clear value, a defined target audience, structured positioning, and a scalable growth path. The project laid a foundation not just for a successful launch — but for long-term platform growth, community building, and member retention.