Company Overview

We are a newly launched durable medical equipment (DME) startup focused on selling the SideLyer unit. Our mission is to improve patient care and caregiver safety through innovative positioning solutions.

We operate as a subsidiary of Quest, Inc., a larger non-profit organization. Quest previously launched Blossom, a consumer brand selling soaps and candles via Shopify. Due to existing infrastructure, we initially built our website on Shopify. However, our business model is direct sales and distributor-driven, not traditional e-commerce.

Hence, we need to pivot to a content managed site that drives traffic and enhances SEO/GEO.

Target Market

• 80% B2B: Intermediate Care Facilities (ICFs), Long-Term Care (LTC), hospitals, and healthcare providers.

• 20% B2C: Families, group homes, and guardians.

Go-to-Market Strategy

1. Awareness & Education First focus emphasis

Our product is new to the market. The primary goal is to build awareness through education and consultation. Key influencers in the buying process include:

• Clinicians: Nurses, doctors, physical therapists

• Administrators: Budget holders, supply chain managers

• Other stakeholders**: Operators, caregivers

1. Website Build focus emphasis

Overall look and feel, more visually appealing, better content

Create dedicated landing pages tailored to each audience segment:

• Residential: /ICFs, /LTC, /nursinghomes, /PT

• Hospitals: /ICU, /cancer

• Home Care: /families, /group-homes

Each page should include:

• Segment-specific proof points

• Clear calls-to-action (CTAs)

1. Content Marketing (Lightweight) support as needed

• Publish 1 post/week focused on topics like:

• Reducing caregiver injuries

• CMS ulcer penalties

• Feel-good stories and testimonials

• Posts should be SEO-optimized to answer real buyer search queries

1. LinkedIn Strategy support as needed

• Use organic and sponsored posts to target:

• Directors of Nursing (DONs)

• Clinical leads

• Facility operators

• Focus on:

• Testimonials

• Short product videos

• Educational content (e.g., “Top 3 reasons to ditch wedges”)

Target geographies: Florida, Texas, California, New York, Illinois

1. Sales Enablement support as needed

Support our sales playbooks that define:

• Messaging frameworks

• Outreach cadence (touchpoints, timing)

• Escalation paths (phone calls, demos, direct mail)

1. Add-On Tools focus

• Platform: Purpose (CRM/Engagement)

• Physical mailers for hard-to-reach B2B buyers

• Personalized video intros for cold outreach

• Demo scheduling

• Website behavior analytics for lead optimization

1. Web Infrastructure Needs focus

• Prospect and client web forms

• Order processing capabilities

• Awareness & Education First focus emphasis
• Posts should be SEO-optimized to answer real buyer search queries
• Messaging frameworks
• Outreach cadence (touchpoints, timing)
• Add-On Tools focus
• Web Infrastructure Needs focus
• Prospect and client web forms
• Order processing capabilities

• Escalation paths (phone calls, demos, direct mail)
• Platform: Purpose (CRM/Engagement)
• Physical mailers for hard-to-reach B2B buyers
• Personalized video intros for cold outreach
• Demo scheduling
• Website behavior analytics for lead optimization

• The primary goal is to build awareness through education and consultation
• Clinicians: Nurses, doctors, physical therapists
• Administrators: Budget holders, supply chain managers
• Other stakeholders**: Operators, caregivers
• Website Build focus emphasis
• Overall look and feel, more visually appealing, better content
• Create dedicated landing pages tailored to each audience segment:
• Residential: /ICFs, /LTC, /nursinghomes, /PT
• Clear calls-to-action (CTAs)
• Content Marketing (Lightweight) support as needed
• Publish 1 post/week focused on topics like:
• Reducing caregiver injuries
• CMS ulcer penalties
• LinkedIn Strategy support as needed
• Use organic and sponsored posts to target:
• Short product videos
• Sales Enablement support as needed