Case study / Healthcare technology / B2B SaaS
Building market leadership for a patient financial engagement platform
VisitPay partnered with R1 RCM in a $300 million acquisition after a sustained marketing program that repositioned the company as a category leader in consumer-driven healthcare finance.
The brief
Competing against EMR giants on the wrong ground
VisitPay was a purpose-built patient financial engagement platform operating in a market dominated by large EMR vendors like Epic and Cerner. The challenge was not product quality but positioning: VisitPay was being evaluated on features rather than outcomes, against vendors who bundled financial tools into broader clinical systems.
The goal was to reframe the conversation entirely. Instead of competing on procurement features, VisitPay needed to own the narrative around patient financial experience, revenue yield, and consumer-driven healthcare. The marketing program needed to build credibility with CFOs, VP-level revenue cycle leaders, and health system executives, and drive pipeline through education rather than interruption.
What was delivered
A full-service content and campaign program
Led in direct partnership with the VP of Marketing, the program spanned content, campaigns, events, and customer evidence across the full engagement.
Star work
The work that moved the market
Dispelling the myths of the patient as payer
A long-form ebook written for CFOs and health system revenue cycle leaders, developed through structured interviews with a former CFO of Boston Children’s Hospital. The content challenged conventional revenue cycle thinking across six dimensions, positioning VisitPay not as a feature upgrade but as a strategic response to the shift toward consumer-driven healthcare. The ebook became a core lead generation and nurture asset.
Customer voice program
Designed and conducted structured insight-extraction interviews with VisitPay customers, turning their experiences into testimonials, case studies, and campaign-ready content. Customer voice ran through the nurture sequences, webinars, and event materials, giving the sales team credible, specific evidence to deploy at every stage of a complex, multi-stakeholder enterprise sales cycle.
Pardot nurture architecture
Developed the strategy and wrote the email sequences for a Pardot-based nurture program targeting CFOs, VP Revenue Cycle, and Patient Financial Services leaders. The program mapped content to buyer journey stage, with educational content at the top of funnel moving toward ROI-focused proof at the decision stage. Assets included long-form content, short-form emails, landing page copy, and gated content offers.
The outcome
Acquired by R1 RCM for $300 million
Over the course of the engagement, VisitPay built the market presence and credibility of a category leader in patient financial engagement. The sustained marketing program contributed to a pipeline and brand profile that supported the company’s trajectory toward acquisition.
VisitPay was acquired by R1 RCM, a leading provider of technology-driven revenue cycle management, reflecting the company’s established market position in consumer-driven healthcare finance.
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