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Meta Ads

Heidi Health — 2023/2024

While working at Heidi, there was a product priority shift across the business model. Because of this the meta ads that were created in 2023 focussed on a variety of Heidi products and features. While in January 2024, the ads only focussed on one specific feature previously known as ‘Scribe’.

In December 2023, the meta ads focussed on:

  • Heidi as a whole; many clinicians use mulitple apps and softwares to run their clinicis, from booking appointments to writing prescriptions or sending emails and SMS text. The Heidi platform combined all of these necessities into one app.
  • The ‘Scribe’ tool; this allowed clinicians to record their patient consultations and Heidi would transcribe it into clinical notes.
  • The ‘Flex’ tool; this allowed clinicians to schedule telehealth appointments in between other consultations or when cancellations occurred. Flex also provided clinicians with the opportunity to work entirely remotely.

A whole new business model was launched in January 2024, proposing the Free to Pro model. The new Heidi only focussed on one product too, previously known as ‘Scribe’. All other features, including Flex, were removed. Heidi was now purely a B2B software, no longer patient facing.

Because of this, the meta ads shifted from feature awareness to purely sign up conversion.

In January 2024, the meta ads focussed on:

  • Get Heidi FREE forever
  • The best FREE scribe
  • Competitor comparison — FREE forever with us or free for 7 days with them.

From January 22 – February 9, there were a total of 1000 sign ups that originated from meta ads.

Inspiration: 
The Heidi mission is to become the ‘go-to’ software that clinicians use to record and write their clinical notes. Much like how Slack is the go-to communication messaging platform for workplaces, and how Monday.com is the go-to for project management.

These are major leadings in the Saas space, and because of this, we researched what they are doing with their meta ads; what the creative assets look like, the message it portrays and the copywriting too.