"The APEX Health approach uses AI/computer vision to create and promote user accountability to ensure that the dollars invested into wellness programs are accurately and fully completed so that employers can see a return on their investment." - Nikhil Gandhi, Co-Founder and Chief Marketing Officer of APEX Health
Our Approach to Marketing
Here at APEX, we’ve always adhered to the mindset of “less is more”. We think in terms of calculated efficiency, without sacrificing quality. This ideology has led us toward our new marketing strategy: User-generated content (UGC)
User-generated content has emerged as one of the main sources of success for brands for a multitude of reasons; Foremost, UGC provides a framework of authenticity and credibility. Straying from the old ways of relying on perfectly curated, and targeted marketing campaigns, brands have begun gathering genuine experiences and insights from their customers, the people who make the magic happen. This strategic shift resonates with modern consumers who have, not to our surprise, become skeptical of the schemes and tactics of larger companies.
From our early days as SimpL and EZPT, we started by posting Instagram videos of people working out on our app. We called on our team, friends, and family to make workout videos to l open the floodgates to real users. We even asked strangers in public to post their demos. To the naked eye, these videos resembled basic exercise videos. However, various underlying goals were achieved. To begin, the very existence of these videos provided proof that our app was being used by others making it a more approachable platform to new users. Next, simply put, it taught new users how to use the app. Details like where to position your camera and where to stand while exercising were crucial to teach new users how to use our app. Finally, our followers on Instagram got to see our breakthrough technology and how it improved with each update. The key to this approach was our dependence on our customers, entrusting them to create content that would catalyze others to download our app.
Today, as APEX Health, we have moved away from the idea of user-generated content and have begun exploring A.I. generated content. After releasing our newest feature, MoveGPT, an A.I. chat that builds routines based on user pain points, we once again decided to take a simplistic marketing approach. With A.I. at the forefront of the future, our little niche in the cosmos has allowed us to reach thousands of new customers who are interested in the intersection of tech and health & wellness.
Favorite Marketing Campaigns
One of my favorite marketing campaigns was in the summer of 2021 when Kunal, Jai, myself, and several other team members were all living together in New Jersey. We were making huge steps on the EZPT app (our previous name), and we needed beta testers to try out our product. We had been posting on Instagram but weren’t seeing the engagement and downloads we wanted, so we decided to move into the uncharted territory of TikTok. All of us were avid TikTok watchers but none of us had any experience making videos, so we were unsure what to post and what strategies to use. After watching TikTok videos made by other tech startups, I decided the best strategy was to just be as genuine as possible about what we were making and our goals. In the video, I simply stated that we had created our new form tracking technology, and we wanted people to try it out. I put a catchy TikTok sound and included a video of myself using the app. After posting it, I put my phone on silent and went to go play basketball, as if to distract myself from checking how the post was doing. When I came several hours later, the post had over 100,000 views, comments from people around the world, and hundreds of downloads. The whole team was in shock and the adrenaline was through the roof. We scrolled endlessly through the comment section seeing all the insightful and funny remarks people were making. From the engineering side of the team to the business development side, it felt like our work was paying off and we were going to be able to help people with our technology. It was a huge momentum boost for our team and a great way to go into the summer of 2021.
Lessons Learned from Marketing a Startup
- Don’t Be Afraid To Start: Some of our biggest marketing pushes came from expanding into unknown territories like TikTok and A.I. Oftentimes the hardest part is getting started because of fear of the unknown. There is inspiration to be found everywhere you go. The only thing you have to do is start.
- Be Genuine: Today’s marketing landscape revolves around which companies are most authentic. Don’t try to be something you’re not, and if you have something that differentiates you, don’t hesitate to share it!
- Experiment With Your Target Audience: Understanding your target audience is crucial. You likely won’t get it right on the first try, but constantly thinking about potential customers’ needs, pain points, and preferences will only make future marketing pushes more successful.
We’re all in this together and we’re excited for what the future has in store for APEX.
Connect with Nik on LinkedIn.