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Transitioning Zura Health from B2B to B2C.
Current Forward helped Zura Health, a B2B company that provided organizations with digitally enabled wellness coaching resources, discover the best way to enter the B2C space.
Struggling to gain traction with their holistic program rather than one-off services, Zura Health wanted to change the way they were doing business. Increased demand for their offerings from individuals over employer groups and insurance providers bolstered their need for help with positioning their company for a successful pivot to a B2C market.
In order to set the stage for a successful B2C pivot, Current Forward began by defining a core vision and foundation for the brand that would resonate with legacy and future audiences. The process started with a landscape audit to understand and identify opportunities among competitors and consumers. We then facilitated a three-day immersive workshop to build alignment among the founders, prioritize their current and future efforts and identify foundational elements of the brand that would resonate across audience groups.
The work sessions and educational excursions helped Zura Health define a core vision and roadmap for shifting to a B2C brand. They also uncovered additional growth opportunities, including a wellness coach certification program and a ready-to-go SaaS product that can be whitelabeled to any type of wellness coaching. Zura Health has since grown their B2C offering, launched a wellness coach training program and are in talks with their first partner to test drive their SaaS product.
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