SkinIO: A Holy Moley Case Study
How a pandemic-induced pivot transformed SkinIO from a niche dermatology technology into a breakthrough health & wellness benefit with 375,000 covered lives - and counting.
Long Story Short…
The Sitch: In 2016 SkinIO’s founder developed an AI-driven technology that served as a second set of eyes for dermatologists. Derms took images of patients’ skin using the SkinIO app and the technology flagged - in real time - any outlier spots that could be skin cancer. This was amazing.
Cut to 2020. The pandemic hit. Dermatology offices closed. SkinIO’s market had entirely shuttered overnight. This was not good.
That’s when SkinIO’s founder - and my college roommate - called me.
The good news was that SkinIO’s technology was so user friendly that anybody (even a technophobe like me) could use it. But a Direct-to-Consumer campaign takes money. And that we didn’t have.
The Strategy: Pivot SkinIO’s positioning, story, and go-to-market strategy to go B2B2C. And start gaining consumer customers by the tens of thousands by showing up as a corporate health & wellness benefit. With a particular focus on workforces who spend their days in the sun.
The Story: Access for All that Saves Lives and Costs.
Skin cancer is the most common form of cancer in America. 1 in 5 of us will get it. But with 1 dermatologist for every 33,000 Americans, early detection has been a luxury available only to the fortunate few.
With SkinIO, your employees can check themselves for skin cancer in just 10 minutes - anywhere, any time. All they need is their smartphone.
Results:
30+ B2B clients including a Fortune 500 shipping company, a major airline, and one of the largest labor unions in the U.S.
Increased covered lives by 300K in 12 months
Tripled SkinIO’s revenue
Bringing the Story to Life
The new brand strategy made for a compelling, repeatable pitch for all B2B prospects.
Tailoring it for each employee base was a custom job.
We wanted every employee, no matter their age or life stage, to know that SkinIO is for them. So we created a video series to show that whether you’re 20-something and single or a silver fox with a spouse at home, there’s no wrong way to screen your skin.
For a network of 170 schools in Arizona that offers SkinIO to their teachers and administrators, we announced the arrival of their SkinIO benefit with a Mole Bingo flashcard game that they could play with their students. More than 1,000 teachers have screened to date.
For our airline client we developed a flight attendant-specific campaign that brought SkinIO to life in expected places like email and digital signage…
…and in some less expected places like text-able Molegrams to help flight attendants remind their colleagues to do their SkinIO skin check.
