Client Profile: Poplar Pulmonary Wellness

About the Client

​Poplar Pulmonary Wellness is a virtual community providing supportive, evidence-based health services for those living with chronic lung conditions. Based in Vancouver, Poplar supports clients across Canada to improve their lung health with specialized education, exercise programs and community connection. Poplar Pulmonary was founded in 2020 by two highly experienced Respiratory Therapists who saw an opportunity to fill gaps in the conventional health services delivery model in Canada in order to improve patient quality of life.

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The Challenge

The founding duo from Poplar Pulmonary Wellness achieved a lot during the early days of their company’s founding. They developed their own proprietary educational health programming, built an online presence and virtual community, and started forging important industry connections. What they identified as an area of weakness, however, was a lack of overall marketing strategy. With so many things on their plate, and with their background as specialized healthcare practitioners, they were unsure about how to approach getting the word out about their business. They initially reached out to Change Bomb in the summer of 2023 to develop a marketing strategy to support their public launch and client acquisition plans.

 

The Solution

Since Poplar Pulmonary Wellness provides an innovative approach to health services in Canada, the marketing challenge centered around building both awareness and demand. Heather, principal marketing consultant at Change Bomb, worked closely with Poplar’s founding team to deeply understand their service offering, the competitive landscape, and their identified buyer personas. Additionally, she conducted a detailed technical audit of their website to identify ways to improve their online visibility. Understanding their goals for the company’s official public launch in fall of 2023, Heather built a comprehensive marketing plan for Poplar that provided actionable direction for their go to market approach. This included demand generation campaigns, social media strategy, a marketing content plan, and best practices for SEO. She also made recommendations for cost-effective marketing technologies to implement so they could execute the marketing plan she developed for them on an ongoing basis.

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Second Phase and What's Next:

After the initial consulting engagement, the team at Poplar worked hard to implement the established marketing strategy to support their official launch. They committed to regular social media updates, built a blog on their website, and increased their marketing-focused activity overall. As their business grew and evolved, they identified another opportunity to work with Heather from Change Bomb on a messaging strategy to improve communication with key audiences. This second engagement also focused on SEO best practices to further improve their online search visibility. Not only that, Heather introduced the team at Poplar to other highly experienced professionals who could support them in their business growth journey. This included an impactful virtual assistant and a business coach.  

 

Going forward, Poplar Pulmonary Wellness plans to continue working with Heather in a marketing advisory role so they can leverage her expertise to support their growth objectives.

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