Profile Videos
Profile Videos
Embedded Files
Led go-to-market strategy and execution for Spring Health’s profile video feature, including positioning, messaging, and launch deliverables.
Business context
Business context
Improving provider booking conversion was a revenue priority. In a pre/post experiment, adding a short profile video increased provider booking conversion ~35%. To unlock this opportunity, we needed to scale video adoption across the provider network.
User insights
User insights
Provider research revealed two key dynamics that would shape adoption.
Motivation: Providers want more bookings and opportunities to attract right-fit clients.
Barrier: Many providers feel uncomfortable promoting themselves on video, and 40% report low tech fluency, making the process feel intimidating.
Positioning
Positioning
Profile Videos give potential clients a glimpse of a therapist’s personality and approach before booking. This builds confidence in their choice, leading to more bookings and stronger client matches.
Messaging
Messaging
Go-to-market
Go-to-market
To drive awareness and adoption, we launched Profile Videos across in-product and owned channels.
Results
Results
6x adoption in 6 months
+130k appointments annually
+$12M est. annual revenue impact
Deliverables
Deliverables
I owned the creation of core launch assets, including the newsletter announcement, adoption campaign, in-app messaging, and product documentation.
Newsletter announcement
Newsletter announcement
75% open rate, 7% CTR
Adoption campaign
Adoption campaign
68% open rate, 21% CTR, 6% CVR
Product documentation
Product documentation
3,100 views, 100% satisfaction
Adoption campaign
Adoption campaign
65% open rate, 16% CTR, 4% CVR
Blog post
Blog post
325 views
Adoption campaign
Adoption campaign
63% open rate, 12% CTR, 3% CVR
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