Healthcare B2B & Gen-Z Opps: TigerConnect taps new CMO amid demand surge (Score 66)
Amid notable transformation and growth, TigerConnect selected Wendy White (not related, of course, to Walter White) as its new CMO in January 2021. In the same position at Expedia's corporate travel management arm, Egencia, White most recently transformed and modernized the brand's global marketing initiatives and go-to-market engine. White replaces Kelli Castellano, TigerConnect's former CMO of five years, who departed in early January 2021.
TigerConnect is a communication platform for healthcare; it offers modern care collaboration among doctors, nurses, care teams and patients. Its CMO hire is part of a larger program of significant growth for the company; this includes a $45m Series D funding round it landed in October 2020, which brought its total valuation to $95.8m, per Crunchbase. TigerConnect also recently acquired competitors Critical Alert and Call Scheduler.
The healthcare industry is shifting dramatically in how it utilizes technology, highly favoring integrate, cloud-native, mobile centric collaboration options such as TigerConnect's programs. Due to the global pandemic, virtual care and telehealth services, both offered by this company, have been in high demand.
According to Pathmatics, TigerConnect first started utilizing digital ad space in May 2020; it ended up allocating roughly $9k toward this channel and earning roughly 2m digital impressions via Twitter ads in 2020. So far this year, the company has only allocated roughly $600 toward this channel, again 100% via Twitter ads.
I do expect TigerConnect's recent CMO hire to result in a return to higher digital ad spend; it may also expand into digital channels such as podcast and/or OTT. Its chances of doing this are also higher due to its recent funding round, which allows it more funds from which to allocate ad dollars. The company targets healthcare providers such as hospitals and doctors, along with consumers, particularly patients in search of more effective ways to communicate with their healthcare professionals. Its consumer-based target demographic seems to skew toward Gen-Z, considering its relatively recent foray into paid social advertising.
Agency & martech readers - Get on this newly-hired CMO's radar to see what work is available under her leadership. Anthony Barnum handles PR.