Apaly Health

2023 | Healthcare SaaS Seed Stage | Full Scope Marketing Leadership

Client

Apaly partners with self-funded employers to deliver Advanced Primary Care Plus (APC+); a membership model that works alongside existing insurance to provide faster access, longer visits, and coordinated care through APC+ providers. Employers get nationwide coverage with an opt-in design, direct contracts, and a performance-driven approach; members get a “doctor-in-the-family” experience and clear navigation. Apaly also offers Apaly Rx, which dynamically routes GLP-1 prescriptions to the lowest net-cost plan-approved channel and bills as claims to curb spend. Founded by Dr. Jerry Beinhauer, Apaly is building a modern, patient-first primary care and pharmacy infrastructure for large employers.

Overview

Initially engaged solely for member marketing on the first client launch, the scope expanded into a 2+ year, full-service partnership covering member/email/SMS, social, brand, B2B & channel, marketing ops, sales ops/CRM, data reporting, events, and graphic design. We now support 7 Fortune 500 clients, with access to 80,319 employees overall—of which 2,319 sit in our highest-influence client (where we directly run comms and see the strongest traction).

Early traction highlights (strongest where we co-own comms):

Client A (2,319 employees): 22 active (~0.95%) and 89 total accounts (~3.84%) in <30 days.

Client B (78,000 employees): 1,329 active (~1.70%) and 5,357 total accounts (~6.87%).

North-star objectives: 10,500 activations by EOY, a repeatable F500 expansion model, and a data-backed proof of concept for future investment rounds.

Services Delivered

Marketing Leadership
B2C/Member Marketing
Partner/Channel Marketing
Project Management
Email Marketing (Cold + Lifecycle)
Email Marketing
Sales Enablement
Website Design
Marketing Operations
Client Portal Design/ Implementation

SMS Marketing
Direct Mail Marketing
Event Booth Design
Demand Generation
Webinars
Copywriting
Graphic Design
Brand Design
Video Editing
Data Reporting

Strategies

Lifecycle Activation System

Built a comprehensive Member Marketing Kit (emails, SMS, table tents, posters, slicks, email signatures, videos, VIP onboarding, webinars, social posts, wellness-fair playbooks) to drive awareness → signup → activation.
Spanish/dual-language program: Localization of assets and webinars for high-impact populations.

Omni-Channel Demand & Retention

Ran coordinated email + SMS + social programs and internal HR comms; aligned with channel partners to amplify reach and credibility across F500 cohorts.
Coordinated email + SMS + social with employer HR comms and channel partners; standardized cadences and surfaced best-performing plays for new F500 launches.

Brand & Experience Modernization

Led a brand refresh (expanded color library, increased vibrancy, rebalanced logo weight) and designed/oversaw apaly.com for clearer value prop and higher conversion; owned the bulk of copywriting and creative.

Events Engine & Field Enablement

Designed all event assets and run-of-show; operationalized execution via a turnkey Notion Events Hub (planning, logistics, budgets, vendor mgmt, reporting) to generate onsite signups and booked visits.

Client Success & Self-Service

Project-managed priority client onboardings and launched Notion client portals so HR teams could self-serve assets, timelines, and FAQs—reducing friction and speeding launches.

Tools Used

G-suite, Notion, Figma, Photoshop, Illustrator,
Zoho One, Stripo, Constant Contact, Brevo, TextMagic,
QR Code Generator.

Results

Activation growth: +5% signups over 5 months (~1% MoM) from an initial 2,383-employee cohort; pacing toward industry benchmarks for new healthcare benefits.
Email performance (cold): 70.61% open rate (~2× industry) and 6.1% CTR (~4× industry).
For a plan with <4,000 members, delivered 15+ activations in <30 days and 88 total signups (~2.4% of population) toward a 10% utilization target in 12–24 months—a channel prove-out unlocking future clients.
For a plan with <4,000 members, delivered 15+ activations in <30 days and 88 total signups (~2.4% of population) toward a 10% utilization target in 12–24 months—a channel prove-out unlocking future clients.

Across 80,319 eligible employees in 7 F500s, early standouts include: