Not enough marketing leaders realize: your value proposition isn’t the problem — your process for building it is.
Most companies approach value propositions backwards. They start with what they want to say about themselves, then wonder why customers don’t respond.
Or worse, each team has their own “source of truth” for the value prop. Marketing has a framework. Sales has a pitch. Leadership has talking points. But nothing connects.
Sound familiar? Here’s how we flipped the script for a healthcare client:
1. Listen to customers first
We went straight to their customers — not to validate internal assumptions, but to hear their language, priorities, and pain points. What problems were they actually trying to solve? What made them choose this partner over alternatives?
2. Build on three pillars
Every strong value proposition answers three questions clearly:
→ Who we are (credibility and positioning)
→ What we do (offerings and capabilities)
→ Why it matters (impact on the customer’s world)
3. Synthesize without compromising
The death knell of any value prop? Copywriting-by-committee. We synthesized customer insights into one clear narrative — not a Frankenstein version that tried to make every internal stakeholder happy.
The Result?
Immediate integration across marketing and sales. Customer feedback that confirmed it resonated. And measurable growth in engagement.
The companies that get this right don’t start with what they want to say. They start with what their customers need to hear.
If this feels familiar, you’re not alone.
We help healthcare teams build value propositions grounded in customer truth and aligned across marketing, sales, and leadership. Let’s talk.
