From someone who spent 15 years fixing these exact problems.
GoodRx was launching its first condition-based subscription products, starting with GLP-1s. High stakes, board-level attention, four agencies in motion, and a launch date that wasn't moving.
The pressure from above was to lead with big brand messaging. But nobody wakes up wanting a subscription. People wake up wanting their condition treated, and for this audience the decision came down to affordability, transparency, and convenience. Brand-first messaging would have talked past all three.
I built one messaging framework and held it across all four agencies, video, paid social, email, and CRM, so every asset in every channel made the same argument:
The launch video and the "Dear Wrangler" social spot both carried the same line. I owned the 50-stakeholder VP-level weekly readout that kept the whole launch aligned, and the framework let every team move without waiting on me.
The team drove about 15,000 new subscribers in the first two and a half months, on time.
Nobody wants a subscription. They want their condition treated.