Benjamin Watkins

Copywriter for health & SaaS companies. B2B landing pages, emails, and social ads for fast-growing health tech and SaaS companies. Dad of five adventurous kids (send coffee)

I help B2B healthcare and SaaS companies stand out with clear strategic product positioning through internal decks, a paid landing page, and a nurture sequence.

Collaborated with Tomorrow Health, Bristle Health, Focus Health, Sycle, Validic, PromptlyCheckin, and more.

"Ben is a fantastic copywriter. He understood our business and what we were looking for. He delivered copywriting that gave Opsera a voice that stood out to customers. Ben is a copywriter I highly recommend if you want results."

- Susmitha Vakkalanka, VP of Marketing of Opsera 

"Ben is awesome, folks! He went out of his way to help us get things right before launch! Hire Ben! 💯"

- Robin Singhvi, Founder of SmartCue

Founder

ThisIsCopy is a collection of the best copywriting and marketing examples on the internet.

www.ThisIsCopy.com

"We just need better messaging."

Actually, you need better positioning.

Positioning always comes first.

Here's the down low: Companies hire a copywriter to fix their website. And a copywriter often rewrites everything beautifully. Professional. Polished.

But you need a foundation before you create demand. You can't write your way out of unclear positioning.

Messaging is how you say it. Positioning is what you say.

If you don't know who you are for and what makes you different, no amount of copy will save you.

It's like asking someone to wrap a gift when you haven't decided what's inside the box.

Founder of ThisIsCopy.com | B2B Healthcare Positioning & Messaging | ☕️ Espresso connoisseur

It's 2026 and the winter olympics still don't have AI skiing, AI figure skating, AI snowboarding, or even AI ice hockey.

Can you imagine the efficiency if we did?

Why spend years training to do a crazy triple jump or quadruple snowboarding spin when you can get AI robots to eventually do it for you without ever making a mistake?

Maybe in 2030.

Made sponge cream cake (Erdbeerrolle), so I have the right food supplies during this ice storm.

Didn't really turn into a roll. But it was still delicious.

Stay safe out there!

B2B Healthcare SaaS Positioning & Messaging | ☕️ Espresso connoisseur

A friendly reminder that it's never too late for an espresso.

Easily one of the best flowcharts ever made.

The last few months, I had the amazing opportunity to work with Britt Prim and Karias Health.
 
And they were the absolute best!

Loved helping them with all things positioning, messaging, and getting their prospecting emails dialed in (and talking all things Stranger Things with Britt).
 
And I love even more that they booked multiple meetings (and pipeline activity!) from these emails.
 
Nothing better helping healthcare teams win!

Britt Prim thanks for being awesome, kind, and an absolute joy to work with!

I remember telling my mom and dad when I was 4 years old that I wanted to be a B2B healthcare positioning and messaging consultant when I grew up.

Wild how life turns out. 

Dreams do come true.

The worst advice on hero sections is:

"Just make it clearer"

Something that's clear to an engineer could be wildly unclear to a clinical director. 

And it's only bad if you don't know how to make it clearer. The HOW of how to make it clear.

First, you need to know the 4 types of readers (h/t to Joanna Wiebe for this):

- Spontaneous (fast, emotional) They are the skimmers that want to know “What is this?” and “What can I do here?”

- Competitive (fast, logical): They are scanning for “What is this?” + “Who is it for?”

- Humanistic (slow, emotional): They like to read the whole page, but feel uncertain if they don't know what the hero section communicates

- Methodical (slow, logical) They notice the hero, but treat as a map for directions

And what they all have in common is these want these questions answered (and 8 seconds or less):

- What is this? 
- Who is it for?
- What can I do here?

Especially in B2B healthcare SaaS, when you have to be clearer than ever who your champion is and how you're helping them (and what category you're competing in).

It's easy to sound good internally. But does it make sense to your buyers?

P.S. I share more copywriting (and positioning) examples in my newsletter every week: https://lnkd.in/emV7YTJP

Love working with the Promptly team!

They are doing amazing things in healthcare, especially around specialty practices. Like seriously amazing.

And they have an awesome amazing team behind it all. I had a blast working with them on positioning strategy to messaging. 

P.S. If you're a B2B healthcare company and need help with positioning and messaging, I have a few spots for my positioning accelerator in February!

Healthcare companies love to add more category labels.

"We're an integration platform and a healthcare data platform and an API platform, AND we do interoperability solutions!"

Choosing a market category before you've done positioning work is what April Dunford calls tail wagging the dog.

The problem often stems from starting narrow and as you grew, you kept adding category lables instead of finding one frame that fit them all.

It could also be that you're mirroring the confusion of the market. When the market hasn't defined the label. You only mirror that confusion instead of defining it (and trying to undo assumptions).

I get it, everyone wants to place themselves in a category right away because you want to be viewed a certain way.

But you don't decide the category until you've done the work to know what value you're delivering to your market.

It's like trying to arrive at a math solution without showing your work.

You might have the right answer. You might have the wrong answer. But you'll never know if you can't trace your work (and I hated doing that in school).

"Can't we just skip to the end"

Every startup wants to give themselves a label before they've done the work. But when you do that (and you create lablel after label), you're confusing internally to your team and to your buyers. 

Start with knowing what you offer before you give yourself a definition.

This week I got an exclusive, top‑secret look at how a B2B AI startup really positions itself:

I talked to a B2B healthcare startup last year that had two positioning problems:

1. Differentiation doesn't show up in messaging (especially around AI products)
2. Closed / lost calls showed that buyers didn't see the urgency to act

In essence, their product “does AI for healthcare” with almost endless use cases.

It was difficult to identify a champion. And it's difficult for champions to accept change when there's urgency to change.

All in all, there are two things you have to remember about B2B healthcare positioning:

Put your product in a clear differentiated box and make the cost of staying with the status quo feel higher than the cost of changing.

Forgot to share my baked creation from this weekend.

Sunken apple cake (Versunkener Apfelkuchen)

I might need help pronouncing it (Kayla Plettenberg 🧬)

One of the hardest things about B2B positioning is commitment.

Commitment from everyone in the organization.

Commitment to put together a vision.

Commitment to help one audience.

Commitment to solve one problem.

Commitment is everything.

Healthcare startups need to ask the right questions. 

Instead of jumping right into messaging, consider diagnosing which part of your positioning needs work.

Maybe your differentiation is unclear across the board. Maybe your buyers keep putting you in a category that you don't want to belong in.

Different symptoms require different fixes.

Flatiron Health didn't win by writing better copy. They won by narrowing to EHR for oncology. 

Veeva entered a known category (pharma CRM).

Most healthcare teams skip this step. They rewrite the homepage, landing pages, and emails when the real problem is upstream.

Building a product is not a positioning strategy.

Showing your product demo is not a positioning strategy. Creating a marketing strategy is not a positioning strategy.

Your positioning strategy defines your product and why it's perfect for that target market (and why they should care).

Think of it like this: positioning is the strategic decision about who your hero is, what enemy they're fighting, and why your product is the obvious weapon for that specific battle. 

And those decisions inform the message on your homepage, landing page, and emails.

"It’s getting harder and harder to differentiate in B2B healthcare."

I hear this a lot from startup founders (mostly because everyone is shouting AI to the rooftops).

And typically the problem is one of these:

- Comparing features without clear value ("this is our feature. You must know the value"
- You're chasing a broad market with no clear champion
- You're positioning against the wrong competitor or status quo

At the end of the day, you don't fix any of these things by explaining things better. And you definitely don't say louder and louder.

Instead, you focus on the value you deliver to a specific market with a specific use case.

❌ Differentiation ≠ more value

✅ Differentiation = specific value to a specific buyer in a specific use case

Focus on the core problem you're solving for that specific buyer and the value that is delivered specifically to them.

As a startup, your goal is not to sell AI or features or a brand new software. Your goal is to replace the alternative your customers are using because they see the value of what you offer as the obvious thing they need.

So your differentiation is never about being louder.

It's about being ultra clear on what you do, who you help, and how you're different.

Your positioning is only as good as your understanding of the market.

Positioning is context.

Let's imagine that your B2B healthcare startup positioned around AI and mediocre messaging a few years ago. You might have some traction because it was new and you were first on the scene.

Customers came on by. You smiled. And things were jolly.

"Yes! We know our market and how to stand out forever!"

Actually, no. 

Your positioning works so long as the market context that made it exist is still relevant and true. 

It's one thing to know your product and your customers, it's another to know how the market changes that relationship over time. 

That means you have to revisit your positioning as the market evolves and things change. Because the status quo changes. And you have to redefine who your actual competitors are. 

When I work with startups on positioning, we are looking at what capabilities matter right now. And what buyers care about right now.

Positioning is not about what worked at one time. It's about what's working for your customers right now.

What makes you the best choice right now.

Of all the worst marketing-hypy lingo, "reimagined" is in my top 3 of most hated.

Your category determines your competitive frame.

This is the best chart to show that (h/t to Randy Krum)

While the first thing you might notice is valuation, it's also about understanding the market context.

That means each one of these companies has chosen a frame that tells their buyers:

- Who they are compared against
- Which criteria matter in the decision
- Which strengths are actually relevant

And if you choose the wrong market frame, you make your superb product look irrelevant (wrong audience, wrong way of seeing it how it works).

Choose the right market frame and your superb product's value is seen as obvious. 

Because buyers finally know what to compare you to.

That's good positioning.

taplio

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