Why SocialClimb Hired a Marketer as Product Manager: Unconventional Decisions That Drove Product-Market Fit

Why SocialClimb Hired a Marketer as Product Manager: Unconventional Decisions That Drove Product-Market Fit

Convention says you need an experienced product manager to build great products. But in healthcare marketing, where regulatory constraints and industry-specific challenges shape every decision, SocialClimb took a different approach.

In a recent episode of Category Visionaries, CEO Ty Allen revealed a counterintuitive hiring decision that proved transformative: bringing on a healthcare marketer to lead product management. “I made the decision that getting an expert in the product needs is more valuable than getting someone with expertise in product management,” Ty explains.

This wasn’t a casual choice. The healthcare marketing landscape presents unique challenges that conventional product management experience might not address. As Ty notes, “It’s really hard to get a really skilled marketer to want to work in that scenario because there are a lot of restrictions related to HIPAA and how the physicians actually want them to tell their story online.”

The decision stemmed from a deep understanding of their market’s evolution. “Today, depending on the specialty, in some cases, 40% to 45% of the patients that are selecting to choose a specialist are doing what’s called self referral,” Ty shares. Yet despite this shift toward marketing-driven patient acquisition, “healthcare marketing is about 15 years behind on marketing tech.”

This gap between healthcare’s marketing needs and available solutions required someone who intimately understood both sides of the equation. “This guy has learned how to do product management and couple that with his understanding of marketing in healthcare,” Ty explains. “That’s helped us deliver the right features that seem to really hit the sweet spot with these groups.”

The impact of this decision became particularly apparent as private equity began transforming healthcare practices. Their product manager’s marketing background helped them anticipate and address the needs of PE-backed organizations. “Those groups actually run their businesses more like private equity backed business of any other sort where they’re all about growth patterns. They’re all about the next transaction,” Ty notes.

This understanding led to developing features specifically tailored to different market segments. For smaller practices, they created solutions manageable “with 2 hours a day or less of their time.” For larger organizations, they built sophisticated tools for managing marketing across hundreds of locations.

The strategy paid off. SocialClimb maintained “40 plus percent annual growth” while successfully serving both ends of the market. Their unconventional hire helped them develop features that addressed real market needs, such as the ability to “use predictive data to identify high value cases in their area and target those patients that will bring them more profitable revenue versus just any kind of revenue.”

This approach to product development, guided by deep market understanding rather than traditional product management principles, helped SocialClimb achieve something remarkable: meaningful product differentiation in a highly regulated industry. As Ty explains, “We don’t have any competitors that actually compete with us across all those different layers. But in every layer there are multiple players that do a great job.”

Their success offers a valuable lesson for B2B SaaS founders: sometimes the path to product-market fit requires challenging conventional wisdom about roles and responsibilities. Domain expertise, combined with a willingness to learn new skills, can prove more valuable than traditional experience in building products that truly serve market needs.