048 | Driving HealthTech Demand in the Telehealth Crowd with Samantha Bergin of 98point6 | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

Samantha Bergin is the chief marketing officer at 98point6, an on-demand digital primary care service founded in 2015 and headquartered in Seattle, Wash. Sam's nearly 25-year career centers around building and growing technology brands. Prior to 98point6, she served as vice president of marketing at Cozi, Inc., which was acquired by Time Inc. and is now owned by Meredith Corporation. Under her leadership, Cozi became one of the top 10-grossing productivity apps in both iTunes and Google Play. Sam also worked in product management at Amazon, Microsoft, and Visio Corporation. She holds a BA in business from the University of Maryland and an MBA in marketing from Wake Forest University. She was a member of a three-person panel presenting their companies’ new products at the 2020 Oliver Wyman Health Innovation Summit. Sam is originally from Brazil and is a competitive equestrian in the sport of three-day eventing.

Show Notes

The pandemic accelerated the need for people to have access to care when they couldn't get it in person. That acceleration of comfort and awareness catapulted our category into a completely different stage. And it's been really a privilege to be able to serve so many in a time of heightened need. —Sam Bergin

How 98point6 Differentiates Itself Against Other Telehealth Solutions

• Address the friction in the market—98point6 is not traditional telehealth
• Talk about the elephant in the room—less than half of millennials have a relationship with a primary care physician.
• Find a way to answer the pressing questions—content can win the day.

Samantha mentioned the COVID resource page they developed as part of their content strategy. Scroll to the bottom to view the PDF collection we discussed.

Breaking Down their Three-City Test of an Upper-Funnel, Demand Generation Campaign

98point6 cooperated with a media buyer to develop a B2B campaign targeting C-level executives in three cities with a high concentration of large employers. The express purpose of the campaign is to get the executives to ask the question, "Are we talking to 98point6 and, if not, why not?" The media assets drive inbound traffic. The campaign includes:

• connected TV
• NPR
• cable advertising on news programs at highly targeted dayparts
• talk radio

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