Challenge
During their pre-launch period, a women’s health tech company needed a deep understanding of their users’ unique experience, pain points and desires before they could launch their new reproductive health product. To optimize their launch, the company desired to create a seamless user experience — one that resonated with women emotionally, but also served their functional needs.
Insight
Conversation about machine learning often veers into hype around “AI” or the “digital revolution,” leading to skepticism and confusion among potential employees, investors, journalists, scientists and customer, who may see ‘revolution’ as a disruption and a tremendous source of risk.
But innovation doesn’t have to be disruptive.
Solution
To cut through the hype, Schrödinger went back to first principles to communicate its unique vision. Unlike companies promising disruption, Schrödinger promises “a more predictable future.” While cutting edge machine learning technology is core to Schrödinger’s value proposition, the company focuses on its multi-decade success and elevates the human process as a key part of the value it provides. To reflect this, the messaging strategy balances technological advancement with rigor and validation, transparency, human factors, and real world outcomes.