Pricing, packaging & launch
Different buyers needed different levels of support.
I shaped three credentialing service packages around buyer needs, then led a phased launch from individual representatives to enterprise customers.
My role Segmentation, pricing and packaging, positioning, and launch.
Watch the project storyMatch the support to the buyer.
Required access.
Different support needs.
Health systems determine credentialing requirements and providers.
Reps may need memberships with several providers.
How much credentialing support to purchase.
The challenge
Credentialing is required for access to health systems, which determine the providers representatives must use. Reps can face multiple memberships, and supplier organizations must support entire teams through that work. The packaging question was how to match the level of support to different needs and willingness to pay.
My approach
Build packages around buyer needs
I used customer segmentation and willingness-to-pay research to shape Gold, Platinum, and Diamond. Each package offered a different level of service, giving buyers a choice that reflected the support they needed.
Start with individual buyers
I launched a self-directed purchase path for individual representatives. It gave them a direct way to buy while allowing the SMB sales team to focus on larger opportunities.
Extend the offering to enterprise customers
I then expanded the packages through Credentialing Advantage. Across both phases, I worked with product, sales, customer success, design, and legal on the launch and supporting materials.
The outcome
The launch established a self-directed route for individual buyers and an enterprise path through Credentialing Advantage. The packages supported different service needs without requiring every purchase to go through sales.