Pathway · Customer Discovery Case Study 60% of intro meetings went to follow-up.
- Industry
- Healthcare
- Engagement
- Customer Discovery
Pathway was navigating early-stage market dynamics and refining its approach to identify the most impactful customer segments. Pathway’s product offering is robust, and the user base is growing, but they sought to strengthen their approach to building a scalable and repeatable B2B sales process. The team needed to further validate its Ideal Customer Profile and find a way to prioritize and engage high-potential market segments effectively. Moreover, JJELLYFISH partnered with Pathway to optimize their GTM strategy and refine outreach efforts to engage healthcare decision-makers effectively..
Pathway The Challenge
The complex nature of selling to healthcare institutions & practices required Pathway to make strategic adjustments that simplified decision-making for its potential customers. Pathway faced the challenge of balancing a range of customer segments and potential customers, which diluted direct sales efforts and created opportunities to improve efficiency. JJELLYFISH helped Pathway streamline its focus on high-potential customer segments to maximize the impact of its outreach efforts.
The Solution
JJELLYFISH approached the engagement with a structured plan designed to accelerate Pathway’s GTM success; through evidence-based decision-making and strategic market refinement. JJELLYFISH’s first step was a comprehensive review of Pathway’s current ICP, crafted market assumptions to validate the problems and designed an outbound campaign. Together with Pathway’s team, we conducted focused customer discovery interviews and gathered insights to better understand the unmet needs, behaviors, and buyer maturity of prospective customers.
Key initiatives included:
ICP Refinement: We worked collaboratively to refine Pathway’s ICP, focusing on segments with the greatest potential for meaningful engagement and conversion. This refinement allowed Pathway to streamline outreach efforts and improve efficiency across high-impact market opportunities.
Value Proposition Validation: During the engagement, JJ rigorously tested several buyer problem assumptions about Pathway’s target market. Insights from customer discovery helped refine Pathway’s focus on segments with the highest alignment to their value proposition, enabling more efficient resource allocation and improved engagement outcomes.
Operational Improvements: Utilizing site visitor monitoring and current user insights the team leveraged warm prospective leads. Quickly identifying that hundreds of current users are interested in the prospective opportunity for their institution to commercialize Pathway.
The Results
Our work with Pathway exemplifies JJELLYFISH’s methodology: blending deep customer discovery with agile experimentation. Through cultivating a collaborative environment and leveraging strategic insights, JJELLYFISH enabled Pathway to refine its GTM strategy into a more repeatable, efficient process that delivers measurable outcomes.
Jon Hershon, CEOThe customer discovery process has enhanced our ability to engage more effectively with our target market, putting us on a strong growth trajectory. The JJELLYFISH team was a blast to work with; we learned as much from their collaborative approach and expertise as we did from the insights they generated.
