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Businessolver
MyChoice(R) Market D2C Product Launch 

Strengths flexed: Visionary

Background

With the dramatic changes taking place in the workforce during COVID-19, individuals in transition from their employer-sponsored coverage needed help navigating the murky waters of benefits. MyChoice Market was a B2B product that was repurposed for D2C in a matter of weeks. It was designed to provide peace of mind with trusted guidance and seamless coverage transition, delivered through an easy experience. Timing was critical to build a GTM launch plan — despite the challenge of a $0 marketing budget.

My Approach

  1. Focus on organic active outreach (word-of-mouth) and passive promotion (wide-net social sharing & PR) 

  2. Run UX/UI testing, identify targeted industries, geographics and build supporting messaging under the key theme: Bridging the gap

  3. Develop internal task force to drive engagement across organization and leverage success stories solicited from Businessolver employee referrals

  4. Partner with existing MyChoice Market carriers in cross-marketing promotion by arming them with a toolkit of assets to push through their channels and drive traffic to mychoicemarket.com

Impact

50%

increase in MyChoice Market usage

in first month of launch 

Double YoY

projected revenue

at time of departure

$1 Million

in revenue

in first year

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