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HolistiCare Product Introduction Video

A 1-minute clarity-focused GTM explainer for clinics, general practitioners, and health professionals for an instant recognition of what this project is and why it matters.

Project Details

  • Timeline: Early–Mid 2024
  • Role: Product Storyteller, Scriptwriter, Creative Director, Motion & Video Editor, UX Narrative Designer
  • Team Size: 3 contributors (Me + CEO + technical support)
  • Sector: B2B Health-Tech / Clinical SaaS

Project steps

01
Market & Competitive Research

Analyzed competitor explainers, extracted narrative patterns, identified missing emotional pain framing.

02
Narrative Architecture & Scriptwriting

Built a structured 60–70 sec story: pain → clinic frustrations → product reveal → benefits → CTA.

03
Voiceover & Story Design

Wrote & recorded VO optimized for clarity and trust; defined the emotional pacing for a medical audience.

04
UI Integration & Compositing

Requested screen captures from dev team, inserted UI into real-world clinical shots for realism.

05
Editing & Delivery

End-to-end edit, color, sound, pacing, and motion graphics using FCP, Illustrator, and Camtasia.

Context

HolistiCare is a B2B health-tech platform built for clinics, GPs, and wellness professionals to deliver connected care programs. But early-stage GTM required explaining a feature-dense, workflow-heavy system to a non-technical, time-pressed audience. A fast, clear, and trustworthy narrative asset was critical for demo generation and early traction.

Challenge

Health-tech videos are typically slow, generic, and feature-heavy. HolistiCare’s UI was still in beta, visuals weren’t final, and competitors already had polished explainers. We needed to out-storytell the competition with limited resources — and build trust in a regulated industry without polished UI assets.

Objectives

  • Explain HolistiCare in <60 seconds
  • Increase demo bookings from clinics/coaches
  • Build trust before full UI maturity
  • Support GTM launch and sales outreach

    • Essential tools

    Final Cut Pro
    Camtasia
    Adobe Illustrator
    Envato Elements

    Key Project Outcomes

    8 qualified B2B demo requests

    20 demo calls booked

    3 committed clients during beta

    Became main GTM asset on website + outreach

    Used in sales, LinkedIn campaigns, and investor decks

    Key Project Outcomes

    8 qualified B2B demo requests

    20 demo calls booked

    3 committed clients during beta

    Became main GTM asset on website + outreach

    Used in sales, LinkedIn campaigns, and investor decks

    Visual Journey

    Product & GTM

  • Pain-first narratives outperform feature tours in B2B SaaS.
  • Early GTM content accelerates product-market validation.
  • Visualizing value pre-UI maturity is a strategic growth lever.

    • Production & Creative

  • Smart sourcing + precise editing beats expensive production.
  • UI compositing into real settings increases trust and comprehension.
  • Professional tone can still be warm and emotionally clear.

    • Personal Growth

  • Strengthened PM + PMM + creative hybrid identity.
  • Learned to engineer clarity for regulated industries.
  • Proved ability to create traction with minimal resources.

    • Key Learnings

    Product Marketing / GTM

  • Created the 60 sec flagship explainer that drove ~8 demos, ~20 meetings, and ~3 early clients.
  • Structured pain-first narrative; aligned GTM message across CEO + dev + sales.
  • Helped validate early product-market fit and supported investor conversations.

    • Product + Narrative Strategy

  • Turned a dense health-tech workflow into a digestible, demo-driving story.
  • Scripted/produced the main funnel asset used across website, outbound, and investor decks.
  • Demonstrated hybrid PM+PMM+creative execution in a complex B2B domain.

    • Creative / Content Leadership

  • Directed, voiced, edited and delivered the full explainer video.
  • Integrated UI mockups into real clinical settings to boost credibility.
  • Delivered premium-perceived GTM asset with lean tools and zero studio.

    • Resume Highlights

    Ready to Explore What I Can Bring to Your Team?

    I’d love to discuss how my multidisciplinary background, strategic mindset, and hands-on execution can support your team’s goals and upcoming challenges.

    Let's Talk