WayWiser is an AgeTech company building software for the people who quietly carry the weight of looking after aging parents. The category is enormous, the audience is fragmented, and most of the existing tools were built without ever talking to a real caregiver.
The challenge.
Caregiving is hard, emotional, and isolating. People searching for help are often in crisis. They don't want a glossy brochure, they want concrete answers. Our job was to be the brand that showed up with real information at the moment people needed it, and to do it cheaply enough that we could scale.
What we built.
Over two years I led GTM strategy for both the B2B (insurers, employers, healthcare partners) and B2C (family caregivers) sides of the business. I led content production, performance, conversion, and product-led automation. I also managed a team and several outside agencies.
Two projects stand out. Both were low-cost lead-gen plays that punched far above their weight.
An automated quiz that walked caregivers through a structured assessment of their loved one's needs across ADLs and IADLs (activities of daily living). Built in Typeform. Backed by dozens of email snippets in ConvertKit that delivered hyper-personalized guidance based on the answers.
Total spend: $900 in ad budget. Result: 29,000+ views, 13,000+ starts, 3,000+ responses, and a steady flow of high-intent leads into the email program.
A free service that sent gentle text-message reminders (with conversation prompts) nudging people to stay in touch with their aging parents. Built with Twilio and Customer.io.
Total cost: $0. Result: 1,000+ signups and multiple earned media placements, including a feature on NBC's KXAN. The kind of project that doesn't show up on a media plan but does the work of one.
"Turned into a communicative, nurturing, helpful space for those who feel alone."
The community piece.
We also built a private Facebook community for caregivers that grew to around 2,000 members. Entirely organically, zero ad spend. It became a reliable source of beta testers, customer research, and frankly, a genuinely useful space for people doing some of the hardest work in their lives.