The Change Companies create evidence-based behavioral health resources for organizations, guiding individuals toward positive life change.

Behavioral health • Founded 1988 • 5K+ clients • 26M+ beneficiaries across the US & Canada

We partnered for 7 weeks as part of the PMM Launch Accelerator Program

The Challenge

The Change Companies (TCC) were preparing to launch their first digital product. They needed to ensure that the target market would quickly understand its value — and want to make a purchase.

The Change Companies (TCC) were preparing to launch Atlas, a digital care quality platform, to support behavioral health recovery treatment efforts. They needed Atlas’ value props to be clear and compelling to those who would benefit from it the most.

With multiple target segments and an existing pen-and-paper product, TCC needed to first determine the ripest segment and then clearly market the value of Atlas without undermining the value of their popular pen-and-paper offering.

“It's been an exhilarating journey watching the PMM Launch Accelerator Program unfold. The engagement brought by the PMMs has been of great help in shaping our new digital curriculum platform's go-to-market strategies. Their fresh perspectives, innovative strategies, and practical deliverables have helped enhance the platform's positioning and persona development. They've been such a pleasure to work with, and we are appreciative of the team's efforts.”

Ryan Lechner
Co-CEO at The Change Companies

The Deliverables

Our final market-facing deliverables were a sales deck and product launch landing page content. But to get there, it was essential to first define Atlas’ primary target segment, personas, positioning, and messaging foundations to ensure a successful go-to-market.

We first identified our “beachhead” target segment (addiction treatment centers) and persona (clinical director) for the Atlas launch. This target market had the ripest mix of characteristics and market conditions for a successful launch. We then framed key jobs to be done, positioning, and messaging in light of this market’s value-based care context (where funding is based on outcomes generated for recovering individuals) as well as impact on key stakeholders (clients, staff, and payers).

Atlas’ differentiated value is directly linked to its ability to address key client priorities and generate better outcomes, so this laid the foundation for all GTM asset messaging. The landing page would create excitement for the launch, while the sales deck would facilitate outreach for net-new clients and serve as inspiration for conversations with existing clients.

Target Segment & Persona for Launch

Identified the “beachhead” target segment and target persona by assessing users of TCC’s current pen-and-paper product and clearly defining Atlas’ value props.