When trust is on the line, your marketing strategy needs to do more than just inform—it needs to rebuild. This case study highlights how Greenwood Marketing Collective partnered with a leading Health IT company during a pivotal moment: a period of significant product friction, shifting industry demands, and eroding customer confidence.
The Challenge
Greenway Health was facing serious customer churn. Delayed product updates, software frustrations, and shifting Health IT demands had eroded trust across its client base—just as the industry was leaning into transformation amid the pandemic. Customers were frustrated. Relationships that had taken years to build were at risk. The brand needed more than a fix—it needed a reset.
The Strategy
Greenwood Marketing Collective partnered with Greenway to launch the “Intergy Transformation Plan”—a full-scale, transparent initiative built around three pillars:
- Rebuild Trust
- Improve Experience
- Lead Innovation
A live Town Hall webinar drew over 800 attendees, directly addressing customer concerns and sharing the renewed product vision. Transparency wasn’t just a messaging tactic—it was the strategy itself.
We followed up with a strategic go-to-market campaign that included drip emails, refreshed messaging, and updated sales enablement tools—all designed to reestablish confidence and clarity across every customer touchpoint.
How We Executed It
To build trust at every touchpoint, Greenwood Marketing Collective:
- Created a consistent communication cadence ahead of product releases, so customers always knew what was coming and when
- Held feedback loops with internal teams to uncover real customer pain points—and made sure those insights shaped the messaging
- Launched the “Countdown to 100” campaign—a visual roadmap highlighting 100+ product enhancements, framed as a journey of listening and improvement
The campaign gave customers something they hadn’t had in a while: a clear window into the product roadmap, delivered with honesty and momentum.
“When trust is on the line, your marketing strategy needs to do more than just inform—it needs to rebuild.”
The Result
With clarity, creativity, and commitment to transparency, Greenway Health turned a reputational low point into a momentum-building moment. The renewed messaging helped drive up product adoption and restored critical customer relationships—proving that bold, honest communication is often the most powerful marketing tool of all.
Services Delivered
- Strategic Campaign Development
- Messaging Revamp
- GTM & Customer Engagement Strategy