Kevala Care Validation
An Uprise Case Study
Project Overview.
Kevala Care is a new venture focused on connecting nurses with shifts, and delivering them through a powerful suite of clinical scheduling and compliance tools.
Engagement Artifacts
Campaign Test Matrix
4 Custom Landing pages
4 Custom Creative Images
10+ Custom Ad Copy Options
20 LinkedIn Ads Campaigns
LinkedIn Audiences
Email Nurture Sequence
Validation Report(s)
Timeline
30 Days
Playbook
B2B Validation
The Challenge.
Kevala's leadership engaged Uprise to provide a data-driven process to validate and test their key hypotheses to determine their product and go-to-market strategy. The aim was to answer these risky assumptions and de-risk their venture to increase their odds of success.
In collaboration with Uprise, they determined their primary goals were to:
Find Ideal Customer Profile
Kevala wanted to find out their best customers and how they could reach them.
Find a Compelling Value Proposition
Kevala also wanted to know what those customers cared about and how they could prioritize their features and functionality to serve their future customers better.
The Approach.
Before starting demand validation, we evaluated Kevala’s position in the product-market fit lifecycle, ranging from:
Problem-market fit
Problem-solution fit
Product-market fit
Based on the intake information shared during the onboarding session, Kevala was in the late stages of problem-market fit. While there was substantial evidence that problems and markets existed for their designed solution, they needed more evidence as to which market should be the primary beachhead and how best to engage with those future customers.
We’ll focus on finding the right customers and their most pressing issues during the first stage. To better understand which customers were most interested in the potential Kevala Care Solution options, We tested messaging for four categories — Credential Management, Intelligent Scheduling, Care Network, and Vendor Management — across five different customer profiles — Executives, Nursing Leaders, Staffing Professionals, Compliance Experts, and HR Leaders.
Learning goal: what market segment(s) care about each potential Kevala offering?
Onboarding — Uprise performed a brief 1-on-1 intake with the customer to understand and capture their key inputs and add them to a company product and market dashboard, including customer/market hypotheses, need and solution hypotheses, and brand/creative assets.
Research and Analysis — Once we captured the information, we researched their customer through existing marketing channels to understand the competitive landscape and competition value propositions.
Test Strategy and Design — From here, we created testable assets and reviewed these with our client to ensure they were on brand and represented their value proposition accurately.
Weekly status and reporting check-in — each week, we optimized, evaluated, and assessed the test to refocus our efforts for maximum learning.
The Results.
Project timeline
4 weeks
Actual spend
$3.6k
Average for LinkedIn Campaigns
Total Impressions
70.6k
Total Conversions
0.60%
This is Moderate (54th percentile) for companies in a similar market segment.
Market <> Message Resonance
Measured with Click-Through-Rates
| Personas x Solutions | Credential Management | Intelligent Scheduling | Kevala Care Network | Vendor Management System | Persona Average CTR | Persona Resonance |
|---|---|---|---|---|---|---|
| Offering Average CTR | 0.64% | 0.65% | 0.68% | 0.60% | ||
| Offering Resonance | Moderate | Moderate | Moderate-High | Moderate-Low | ||
| Executives | 0.70% | 0.45% | 0.68% | 0.57% | 0.60% | Moderate |
| Nursing Leaders | 0.69% | 0.66% | 0.83% | 0.66% | 0.71% | Moderate-High |
| Staffing Professionals | 0.50% | 0.64% | 0.38% | 0.52% | 0.51% | Low |
| Compliance Experts | 0.67% | 0.69% | 0.66% | 0.57% | 0.65% | Moderate |
| HR Leaders | 0.63% | 0.82% | 0.84% | 0.69% | 0.75% | Moderate-High |
Validated: Ideal Customer Profile
Our 4-week engagement found that campaign performance highlighted a moderate response for HR, Nursing, and Compliance leaders in Hospital & Health Care Services. These customer profiles were most interested in Intelligent Scheduling and Kevala Care Management solutions.
Leading ICP: Human Resource Leader
Resonance: moderate-high
CTR: 0.7%
Campaign Spend: $876
Reach: 17.7k
CPC: $6.96
Demographics
Level of experience (seniority): Senior to Director
Who are (title): HR director or Recruiter
Operating in (function): HR and Healthcare Services
Firmographics
Working in (industries): Hospital and Health Care
Location: New York Metro Area, Greater Boston Area
With (employees): 1001-5000 or 100001+
Working for (company): United Health Group, Kaiser Permanente
The Headlines
KEVALA RAISES $12.1 MILLION SERIES A TO MODERNIZE HEALTHCARE STAFFING AMID WORKER SHORTAGE
Your On Demand Market Testing Team
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No more wasted time and money.
No long term contracts.
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