Omada Works Different
A case study in turning brand clarity into marketing performance
What happens when a healthcare brand stops explaining itself—and starts challenging its category?
That was the opportunity at Omada Health.
Omada was already a leader in digital chronic care. But as the company grew, its marketing had become fragmented. Different teams were telling different stories. Campaigns were running, but the strategic narrative underneath them wasn’t always clear.
They asked Agency SOS to help sharpen the story—and make the marketing work harder. And for the next three years, we did exactly that…
Step 1 - Find the brand’s true story
Before creating campaigns, we stepped back.
Through stakeholder interviews and a deep audit of Omada’s materials, we helped the team clarify the strategic narrative at the heart of the company.
Not just what Omada does—but why it matters and how it’s different.
We translated that thinking into a strategic framework and internal brand toolkit that aligned teams around a single north star.
Because when everyone at the company tells the same story, brands move faster.
Step 2 - Turn strategy into a brand system
Strategy only works if people can actually use it.
So we helped Omada operationalize the brand with a refreshed brand guide—defining voice, messaging principles, visual identity updates, and practical rules for how the brand shows up everywhere from marketing campaigns to internal presentations.
The result: a brand system teams could actually work with.
Step 3 - Scale the positioning across audiences
Once the brand strategy was clear, the next challenge was scale.
Omada had strong ideas—but they showed up differently across teams, audiences, and materials.
So we talked to our key target audience members: buyers who could add Omada to their plan and consumers who could use the service to improve their health.
Based on their input, we built a unified positioning and messaging architecture that could work across both B2B and B2C audiences.
At the center was a simple idea: Compassionate Intelligence.
Omada’s advantage comes from combining human care with data-powered insight—a rare balance in digital health.
We translated that idea into a clear message framework defining the brand’s problem, solution, benefits, and proof points—anchored by three pillars: Personal. Connected. Intelligent.
The system was designed to flex by audience. The core story stayed the same—but the lens could shift for members, employers, or benefits consultants.
The result wasn’t just a messaging document.
It became the narrative engine behind the entire marketing system—powering campaigns, thought leadership, landing pages, and member-facing content.
Step 4 - Take a challenger position
Healthcare marketing often plays it safe.
In Omada’s category, nearly every competitor sounded the same:
“Drive better outcomes.”
“Maximize ROI.”
“Transform healthcare delivery.”
Polished. Professional. Completely interchangeable.
Omada didn’t want to sound like everyone else.
Working with the Omada team, we explored several campaign platforms before landing on one simple idea: Omada Works Different.
The line broke a few rules. It was bold. Conversational. And it made the legal team a little nervous. (That was the point.)
Instead of hiding behind corporate language, the campaign led with Omada’s actual point of view—and then backed it up with proof, letting us show exactly HOW it works different (grammar be damned!):
Omada Partners Different - Stories of real members taking control of their health.
Omada Sciences Different - A decade of research and 28+ peer-reviewed studies.
Omada Coaches Different - Human care teams supporting real behavior change.
Executions followed a structure: a clear human statement + the data to prove it.
No corporate word soup. No compliance-approved clichés. Just a brand finally talking like itself.
The response from buyers was immediate. As one put it: “Finally, someone in the category talking like a human.”
The campaign gave Omada a sharper voice in the market—and a platform for scalable marketing.
Step 5 - Make the marketing perform
Strategy means nothing without results.
We translated the challenger platform into a full B2B campaign across LinkedIn—but we also refined the media architecture behind the campaign.
The strategy was simple and scalable:
Cold layer - Highly targeted ads designed to introduce Omada’s point of view and drive traffic to the website.
Retargeting layer - Once prospects engaged, deeper thought-leadership content built credibility and drove further action.
In other words: attract the right audience → nurture engagement → build trust over time
The approach also allowed us to test messaging and creative themes across the funnel (from AI and GLP-1 trends to Omada’s broader perspective on virtual care) while continuously optimizing formats and topics. And as the LinkedIn algorithm changed, we leaned in to a thought-leadership boosting strategy that yielded strong results.
The campaign generated: 5.2M impressions and 26K+ clicks
But the real story was efficiency. With less than half the previous year’s media budget, the campaign delivered 82% of the impressions and 89% of the clicks.
Cost per click dropped from $22 → $8.80
CPM dropped from $149 → $44
Plus, better, deeper engagement with the target prospects we actually wanted.
More reach. More engagement. Far less spend.
Exactly how modern B2B marketing should work.
Step 6 - Fix the emails, too
While paid media improved, we also tackled a quieter (but critical) channel: email.
We redesigned Omada’s B2B email system with a simpler structure, stronger subject lines, and clearer calls to action.
The impact:
Open rates doubled from 13% → 26.9%
Click-through rates increased 33%
Small structural changes. Big engagement gains.
The Bigger Outcome
Over three years, Agency SOS helped Omada transform its marketing from a series of campaigns into a cohesive brand and growth engine.
Clearer positioning. Stronger creative. More efficient performance.
Just as important, the company emerged with a sharper story about who it is and why it matters.
That clarity came at an important moment. In June 2025, Omada Health successfully launched its IPO on the Nasdaq, raising $150 million and valuing the company at more than $1 billion. Shares surged on their debut, signaling renewed confidence in the digital health sector.
We won’t claim credit for the IPO. 😉
But we’re proud the brand foundation we built helped Omada step onto the public stage with a story that was ready to be heard.