A Crowdwave Case Study

Which Message Gets Parents to Act

InStride Health needed to know which of two competing parent-facing messages would more effectively motivate caregivers to take the next step toward care, before committing to a full marketing messaging overhaul.

Recruiting parents of children with anxiety and OCD is slow, sensitive, and expensive, and the messaging updates were planned and InStride wanted more confidence in their choice.

The Crowdwave Solution

Simulated human opinion to test two parent-facing messages head-to-head.

Crowdwave built a simulated panel of 100 parent caregivers modeled to InStride's exact target profile, then ran a structured head-to-head concept test on motivation, concern, differentiation, and likelihood to act. The results were completed in under two weeks with no patient recruitment.

Crowdwave Results

A Clear Decision Instead of a Debate

  • Two candidate value propositions went head-to-head to determine which resonated best

  • Both options needed optimization and feedback was shared to create a third option

  • The new option won by a 2-to-1 margin and was the clear parent-facing language winner

Copy Direction With Evidence Behind It

  • A clear and specific rationale on which claims moved caregivers and which fell flat

  • The team could write from evidence rather than instinct

  • The direction held up when questioned internally

100 Caregivers and No Families Recruited

  • A simulated panel modeled to InStride's exact target profile

  • Fully confidential and able to avoid asking real families in crisis

“We've started incorporating the new language into our marketing materials... It is resonating internally with leadership and externally with parents.”

- Kate Mattsson-Boze
VP of Marketing, InStride Health

Pressure-test decisions before they matter

Questions? Reach out to jeremy@crowdwave.ai