Aligned Marketplace
Finding the Right Narrative for a Medtech Innovator
2023-2024
Research - Writing - Editing
In April 2024, Aligned Marketplace announced raising $8 million in seed funding led by A* Capital and Maverick Ventures, expanding to $11 million in January 2025.
Initial launch of Aligned Marketplace membership in April 2024 saw a 31% enrollment rate, and consistently positive feedback from clients and members alike
Results
Aligned Marketplace is a medtech startup seeking to transform the way American workers access primary care. Their approach—creating a two-sided marketplace that connects self-insured employers with providers of comprehensive primary care—is elegant, effective, innovative…and hard to understand.
With so much depending on buy-in from a specific audience of HR professionals and benefits managers, they had to get their narrative and communications exactly right.
Over the course of several weeks, we got deep into the details of Aligned’s unique offering, reviewing assets, talking with the founding team, and observing numerous pitch and informational sessions. The insights we developed led to several new content pieces that turned out to be pivotal:
a series of first-person narratives describing the healthcare journey from a patient’s point of view
reworked pitch decks incorporating new content and a new narrative structure
original case studies covering the successful launch of the Aligned Marketplace membership with selected employers
rewritten blog posts and related LinkedIn posts, explaining the Aligned Marketplace offering in a way that HR professionals could grasp, get excited about, and ultimately embrace
For more detail, visit AlignedMarketplace.com/insights
