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"At PayZen, we want to reach our current and potential customers with a unique and compelling brand story that positions us as a category creator. Abstract Group helped us sharpen our brand narrative, value propositions, design and messaging in a way that excites us at PayZen and resonates with our customers. Abstract Group are great advisors and partners as we continue to scale."

Brooke Vander Linde

Head of Marketing PayZen

As PayZen scaled its mission to make healthcare affordable, the team faced the challenge of navigating multiple complex buyer personas across health systems. Abstract was brought in to sharpen PayZen’s positioning and go-to-market strategy. Through fast, collaborative sprints, Abstract clarified the company's narrative, mapped distinct ICPs, and brought the strategy to market by designing the homemade and product landing pages - including copy, infographics and product messaging.

Leadership Advisory

Consulting

Organizational Strategy

Round

Series B

Services used

GTM Strategy, Narrative, Positioning, Messaging, Sales Enablement, Design, Brand

Overview

Abstract Group worked with PayZen’s founders and marketing leadership to gain an in-depth understanding of its vision and goals. Through a series of deep dives and workshops, Abstract quickly turned ideas and brainstorms into compelling brand headlines, product messaging and user-friendly infographics. The messages were tested with PayZen’s customers which informed Abstract’s final conclusions on the most effective messaging and assets.

Challenge

Healthcare providers were often skeptical that PayZen sounded too good to be true, having been saddled with expensive and ineffective legacy solutions in the past. PayZen needed to effectively communicate the powerful, future-proofing abilities of its patient-friendly, technology-first solutions. The founders wanted to differentiate PayZen in the crowded patient affordability space with a memorable brand headline and supporting messaging.

Solution

Abstract Group delivered a new, powerful brand narrative and product narrative for a website redesign that resonated with customers and properly reflected the powerful vision and mission of PayZen’s founders.

Abstract impact

01

Brand and product narrative including visual identity and full product marketing

02

Developed aligned narrative across leadership, marketing, and BD

03

Produced product marketing materials, including product naming, to accelerate outreach

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Work With Us

Brooke Vander Linde

Head of Marketing PayZen

Category

Leadership Advisory

Consulting

Organizational Strategy

Round

Series B

Services used

GTM Strategy, Narrative, Positioning, Messaging, Sales Enablement, Design, Brand

Overview

Challenge

Solution

Abstract impact

01

02

03

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