One-to-One Health: Building a Roadmap for a Best-in-Class B2B Sales Site
Website Strategy + UX Roadmap | Audience Segmentation Strategy | Brand Identity + Messaging Audit |
THE CLIENT
One to One Health is a rapidly growing workplace healthcare provider that partners with employers and brokers to offer cost-effective, high-quality healthcare solutions.
Their two core offerings include:
✔ On-Site & Near-Site Clinics – Fully customized primary care clinics designed to reduce claims and improve employee health outcomes.
✔ TextCare Virtual Primary Care – A frictionless, 24/7 healthcare solution that allows employees to access care via text—without appointments or wait times.
With an ambitious goal to serve one million lives, One to One Health needed a digital presence that worked as a true sales engine—supporting brokers, engaging employers, and driving adoption.
That’s where Carter House Copy came in.
THE CHALLENGE
One to One Health’s existing website wasn’t built to sell. Instead of functioning as a high-performing B2B sales tool, it was a static brochure that left brokers, employers, and employees with more questions than answers.
Key issues included:
Product Confusion – Clinics and TextCare were blended together, making it unclear how they worked and whether employers needed both.
No Audience Segmentation – The same messaging was being used for brokers, employers, and members, even though their needs and decision-making processes were drastically different.
Weak Broker Sales Enablement – The site lacked pitch decks, sales tools, and co-branded marketing support that brokers needed to confidently sell One to One Health’s solutions.
Lack of ROI Proof for Employers – No case studies, testimonials, or ROI calculators were available to help employers justify the investment.
Poor UX & Conversion Optimization – There was no clear journey guiding decision-makers toward the next step—whether that was requesting a demo, scheduling a call, or exploring implementation.
With so much friction in the buyer’s journey, One to One Health was missing out on valuable opportunities.
THE APPROACH
Carter House Copy was hired to diagnose the problem and provide a roadmap for transforming the website into a high-converting B2B sales tool.
Using our expertise in marketing to brokers, employers, and benefits decision-makers, we developed a comprehensive digital strategy that outlined exactly what needed to change.
Our process included:
A full digital audit, identifying key weaknesses and missed sales opportunities
Competitive benchmarking, analyzing best-in-class B2B healthcare and benefits websites
Audience segmentation strategy, defining distinct pathways for brokers, employers, and employees
Sales enablement recommendations, outlining how the site could better support brokers
A detailed roadmap for UX, messaging, and conversion optimization, setting the foundation for future execution
KEY FINDINGS
1. The Two Products Were Blended Together (And That Was a Problem)
Clinics and TextCare are totally different offerings, but you wouldn’t know that from the site. There was no clear structure explaining who needs what, how they work together (or separately), and why an employer should care.
2. Brokers, Employers, and Employees Were All Thrown into the Same Bucket
The site didn’t account for three totally different audiences, meaning nobody was getting the info they needed in a way that made sense for them.
3. Brokers Had No Sales Support
Brokers are the ones introducing and selling One to One Health to employers—but they weren’t getting the tools they needed to close deals with confidence.
There was no clear competitive positioning, no co-branded marketing materials, and no guidance on how One to One Health fits into a broker’s portfolio.
4. No ROI Proof for Employers
Employers are data-driven. They want to see real-world numbers before they invest in a new healthcare solution. The site wasn’t giving them:
An ROI calculator to show cost savings
Case studies from companies that had already seen success
Testimonials to build credibility and trust
5. No Clear Path to Conversion
There were no strong CTAs guiding decision-makers toward the next step—whether that was booking a demo, requesting info, or starting a conversation.
OUR RECOMMENDATIONS
1. Create a Clear Product Breakdown
We recommended separating Clinics and TextCare into two distinct product pages so brokers and employers could immediately understand what each does, how they work together, and why they matter.
2. Make the Website Audience-Specific
We mapped out dedicated website pathways for:
Brokers: How One to One Health fits into their portfolio, how to sell it, and what financial incentives are available
Employers: How this reduces healthcare costs, improves engagement, and integrates with existing benefits
Members/Employees: How to access care, what’s covered, and how it works
3. Build a Broker Sales Enablement Hub
We outlined a strategy for a broker-specific resource center, including:
Pitch decks and sales materials brokers can use in employer conversations
Competitive positioning vs. other workplace healthcare solutions like Teladoc and Crossover Health
Co-branded marketing support to help brokers promote One to One Health with ease
4. Add Hard Proof for Employers
To help employers justify the investment, we recommended:
An interactive ROI calculator to highlight cost savings
Case studies and testimonials from satisfied employer clients
Side-by-side comparisons of One to One Health vs. traditional healthcare options
5. Streamline the User Experience for Conversions
We laid out a conversion-focused UX strategy with:
Clear CTAs driving decision-makers to demos, sales calls, and next steps
Stronger site navigation that made it easy for brokers and employers to find what they need
A refined brand identity that reinforced trust and credibility
THE OUTCOME: A CLEAR PATH FORWARD
With our roadmap in hand, One to One Health now has a blueprint for transforming their website into a true sales engine.
While the full execution is still pending, our work has already:
Clarified product positioning so brokers and employers instantly understand the offerings
Defined audience-specific messaging to make the site work for brokers, employers, and employees
Laid the foundation for a broker-friendly, sales-driven website experience
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At Carter House Copy, we specialize in marketing to brokers, employers, and benefits decision-makers. We know how to create messaging that sells and build go-to-market strategies that drive adoption.
If your website isn’t pulling its weight, we can help you identify the gaps, develop a roadmap, and position your brand for scalable growth.
