2019–2022 · CMO & Head of Creative · Marketing & product leadership
Medflyt
I built Medflyt’s U.S. marketing function, repositioned the business around caregiver satisfaction and led its in-app learning product from identifying the need to implementation.
The caregiver perspective
Repositioning around
caregiver satisfaction.
Medflyt began as a staffing app for homecare agencies. Expanding into a full-service platform meant competing with established CRMs and asking agencies to take on a demanding migration. Better software alone was not a strong enough reason to switch.
I positioned Medflyt around a clear business offer: take better care of your caregivers, reduce turnover and grow revenue. I built the U.S. marketing function and worked with Product and Sales to turn that idea into messaging, campaigns and sales materials. Research using platform data and caregiver surveys became industry reports, giving the story evidence and agency owners practical insight.
Expert guidance
during COVID.
During COVID-19, Medflyt’s expert webinar programme addressed agency owners’ urgent questions. It gave them practical guidance while building trust in the company and supporting customer acquisition.
Product management:
in-app learning.
Caregivers who missed mandatory training could lose their eligibility to work, leaving agencies short of staff. The learning product addressed that source of churn. I led it from identifying training needs and defining requirements through design oversight, filming and implementation. Courses inside the app, progress tracking and reminders helped caregivers stay qualified and agencies retain them.
The number of caregivers completing courses increased 2.5× after the new learning platform launched, with the completion rate reaching 80%. Medflyt’s client base approximately tripled between 2019 and 2021, with marketing contributing to that growth.