Elation Health — Funnel Overview

Funnel Summary

• Total steps: 3-5 (varies by path: product tour / demo request / free trial)
• Funnel type: Hybrid — self-service product tour + demo-led sales + free trial
• Time to complete: 5-30 minutes (depending on path)
• Data collected: Practice size, specialty, current EHR, contact information
• Payment timing: 30-day free trial; paid plans after trial (pricing requires consultation)
• Personalization level: Heavy — demos tailored to practice specialty and EHR workflow; product tour customized to user preferences

Funnel Flow

Path A: Self-Guided Product Tour (Lowest Friction)

Step 1: Discovery

Clinicians find Elation through Doximity ads (primary physician network channel), Google search, healthcare IT review sites, content marketing, or word-of-mouth referrals. The Doximity partnership specifically targets physicians at practices of 5 or fewer — Elation's sweet spot.

Step 2: Product Tour Landing Page

The interactive product tour (elationhealth.com/contact-us/product-tour/) allows prospects to explore Elation's Unified EHR + Billing platform independently, without creating an account. The tour showcases:

• Intuitive clinical documentation
• Patient scheduling
• E-prescribing
• Billing workflows
• Analytics and reporting

The self-guided format lets busy physicians evaluate on their own time — during lunch, between patients, or at home after hours.

Step 3: Conversion to Trial or Demo

After exploring the product tour, prospects can either:

• Sign up for a 30-day free trial to use the platform with real data
• Request a 1:1 demo with a Practice Specialist for deeper evaluation

Path B: Demo Request (Guided Evaluation)

Step 1: Demo Request Form

Prospects submit practice details through the demo request page (elationhealth.com/contact-us/demo/). The form collects practice information to enable a tailored demonstration.

Step 2: Practice Specialist Demo

An Elation Practice Specialist conducts a 1:1 demo tailored to the prospect's specific clinical workflows, specialty, and EHR needs. The demo showcases Elation's KLAS-awarded, "Clinical First" EHR in the context of the prospect's actual practice.

Step 3: Trial or Purchase

After the demo, prospects can start a 30-day free trial or proceed to purchase. The trial provides full platform access to evaluate with real clinical data.

Path C: Educational Content (Long-Nurture)

Step 1: Content Discovery

Elation publishes blog content about practice marketing, digital presence, and clinical efficiency. Practitioners arrive through organic search, read educational content, and develop familiarity with the Elation brand.

Step 2: Warm Lead Nurture

Email capture through content subscriptions, webinar registrations, and resource downloads creates a nurture pipeline. Warm leads receive targeted content that moves them toward demo request or trial signup.

Step 3: Conversion

Nurtured leads convert through demo request or direct trial signup, with higher conversion rates due to pre-existing brand familiarity.

Professional Network Channel: Doximity Partnership

Campaign Structure

Elation partnered with Doximity to target physicians at small practices (5 or fewer providers). The campaign achieved:

• 12% view rate (significantly above Doximity benchmark)
• 44% impression rate (far above benchmark)
• 24 new customers in the first year from this single channel

The Doximity channel is uniquely effective because physicians are reached in a professional context where they're already thinking about clinical tools, continuing education, and practice improvement.

What Works Well

1. "Clinical First" Brand Positioning

Elation differentiates from EHRs designed for administrators or billing departments by centering everything on clinical usability. This resonates deeply with physicians who feel their current EHR prioritizes compliance and billing over patient care. The positioning is values-based, not feature-based — it says "we believe the same things you believe about medicine." Evidence: KLAS Research recognition; consistent positioning across all marketing materials.

2. Self-Guided Product Tour (Pre-Signup)

The interactive product tour lets prospects explore the platform without creating an account or engaging sales. This is the lowest-friction evaluation method in this batch (excluding direct signup for free tools). Busy physicians can evaluate during 5-minute breaks, building familiarity incrementally. Evidence: Dedicated product tour page with interactive elements.

3. Doximity Partnership ROI

The physician network advertising campaign achieved dramatically above-benchmark engagement rates (12% view rate, 44% impression rate) and produced 24 new customers from a single channel in year 1. This demonstrates that reaching clinicians in professional contexts where they're already thinking about clinical tools yields higher-quality engagement than broad social media targeting. Evidence: Published case study with specific metrics.

4. Multiple Evaluation Paths

Three distinct entry points (product tour, demo, free trial) serve different prospect preferences:

• Product tour: For autonomous evaluators who prefer exploring independently
• Demo: For prospects who want guided evaluation with questions answered
• Free trial: For prospects ready to test with real clinical data

This accommodating architecture respects the diversity of physician evaluation styles. Evidence: Three separate landing pages/paths visible on the website.

5. 30-Day Free Trial

A full 30-day trial with complete platform access provides enough time for physicians to evaluate across multiple patient encounters, staff workflows, and billing cycles. The trial period aligns with natural clinical evaluation rhythms (weekly patient panels, monthly billing cycles). Evidence: Trial prominently advertised alongside demo options.

What Could Be Better

1. Pricing Opacity

Elation doesn't display pricing publicly; quotes require a sales conversation. For physicians at small practices (Elation's target), this creates unnecessary friction. Competitors like SimplePractice ($49/month, transparent) and Jane App (CAD $54/month, transparent) set expectations upfront.

2. Primary Care Focus May Limit TAM

Elation's strong "primary care" positioning may inadvertently exclude specialists, behavioral health providers, and allied health professionals who could benefit from the platform. The messaging is clinical but narrowly primary care-focused.

3. Limited Social Media Marketing

Compared to SimplePractice's national video campaigns, Elation's marketing leans heavily on professional networks (Doximity) and search. Broader social media campaigns could expand awareness among physicians who don't actively use Doximity.

4. Demo Requirement for Full Evaluation

While the product tour provides preview access, the most meaningful evaluation (with real data) requires a trial signup, and the trial is positioned alongside demo requests rather than as a standalone self-service path.

5. No Specialty-Specific Landing Pages

Elation serves primary care broadly but doesn't create condition-specific or specialty-specific landing pages that would increase relevance for subspecialties (family medicine, internal medicine, pediatrics, DPC).

Key Psychological Principles Used

Values Alignment (Shared Identity)

"Clinical First" creates a shared identity between Elation and physicians who believe clinical usability should be the primary design principle. Product adoption becomes an expression of professional values, not just a practical decision.

Authority (Third-Party Validation)

KLAS Research recognition provides authoritative, independent validation that physicians trust. KLAS is the established authority in healthcare IT evaluation — their endorsement carries more weight than self-reported metrics.

Autonomy Support (Self-Determination Theory)

Multiple evaluation paths (tour, demo, trial) respect physician autonomy. Rather than forcing a single conversion path, Elation accommodates different evaluation preferences. This respect for autonomy builds trust with a professional audience that values independence.

Social Proof (Professional Context)

Doximity advertising reaches physicians in a professional context where peer behavior is visible. Seeing Elation recommended or advertised alongside clinical content normalizes the evaluation decision.

Commitment (Graduated Engagement)

The product tour -> trial -> purchase path creates graduated commitment. Each step is a small "yes" that builds toward the purchase decision. No single step feels like a large commitment.

Relevance to Twofold

What to Adopt

• Professional network advertising: Test Doximity, Sermo, and specialty-specific online communities for Twofold advertising. The Elation data (12% view rate, 44% impression rate, 24 customers) demonstrates significantly higher engagement than broad social media.
• Self-guided product tour/demo: Create an interactive experience showing how a therapy session becomes a SOAP note — accessible without signup. This provides value-before-commitment and lets busy clinicians evaluate on their own schedule.
• Values-based positioning: "Clinical First" is a positioning framework Twofold should adapt. "Built for Clinicians" or "Clinical Quality First" differentiates from AI tools perceived as generic tech products and builds trust with skeptical healthcare professionals.
• Multiple evaluation paths: Offer self-guided demo (no signup) + free trial (signup required) + personalized demo (for group practices) to accommodate different evaluation preferences.

What to Avoid

• Pricing opacity: Twofold's $49/month transparent pricing is a competitive advantage. Display it prominently — it's more affordable than most competitors and transparency builds trust.
• Narrow specialty positioning: While Twofold's behavioral health focus is an asset, landing pages should also welcome adjacent specialties (primary care, allied health) to expand the addressable market.
• Over-reliance on single channel: Elation's Doximity success is impressive but represents concentration risk. Diversify across multiple channels from the start.