growth playbook · Oct 18, 2026

Stepful growth playbook

Stepful raised a $55M Series C, works with 35+ health systems and was named the top US EdTech company by TIME. Its six Growth & Marketing roles show two engines: paid acquisition for students on Meta, Google and YouTube, judged on CAC, and an enterprise marketing team (product marketing, ABM in Clay, events) selling School-as-a-Service to health systems.

The gaps are proof and consistency: the site shows four different graduate counts, no tuition, and health-system logos only in press releases, in an industry where outcome claims are regulated.

Growth Score

Biggest Opportunity

Make outcomes the product: one sourced set of numbers, partner scorecards and named health-system proof, so paid campaigns convert better and every health-system deal starts from evidence.

Biggest Risk

Inconsistent graduate and salary claims expose a for-profit trainer to FTC scrutiny and erode health-system trust, while paid CAC rises if campaigns keep optimising for applications instead of students who start.

Start here

The three moves to make first. Each one is written up in full below.

One sourced outcomes page that replaces the four different graduate counts on the site
List every place a graduate, student or outcome number appears (site, ads, decks, press kit) and the source and date behind each.
High impact First result in 3 weeks
Show the after-grant price on every program page
Pull the median after-grant price per program from last quarter's enrollments.
High impact First result in 3 weeks
Name the health systems on the For Employers page and add one partner outcome
Ask Client Success which three partners have approved logo use.
High impact First result in 3 weeks

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

7 ideas are marked Unexpected: plays you are unlikely to have tried.
1 of these are things Programmable can build and run for you.

This week 6

Quick wins with a clear first action.

The homepage says "Over 40,000+" and "Over 9,000+" graduates, the employer page says 30,000 students, and the job posts say 32,000 trained. A health-system buyer, a reporter or a regulator sees different numbers on pages a click apart.
High impactLow effort First result in 3 weeks Senior Product Marketing Mana…
First action
List every place a graduate, student or outcome number appears (site, ads, decks, press kit) and the source and date behind each.
How to measure it
Public assets with unapproved outcome numbers
Now
–
Target
zero
By
3 weeks
Steps
Inventory the claims
Every outcome number on the site, in ads, decks and the press kit, with its source.
Senior Product Marketing Manager 1 day
Pull the real figures
Trained, graduated, exam pass rates and partner hires by program, with dates.
Data Lead 2 days
Write the method
One paragraph per figure: who counts, time window, what is excluded.
Data Lead 1 day
Review with counsel
Check employment and earnings language against the FTC notice categories.
SVP of Growth 2 days
Publish the page
A dated outcomes page linked from the homepage, employer page and footer.
Manager, Growth Marketing 1 day
Replace the old numbers
Homepage, For Employers, program pages and the top ads.
Manager, Growth Marketing 1 day
Give sales one slide
The approved numbers in the B2B deck and competitor comparisons.
Product Marketing Manager 2 hours
Refresh quarterly
Same figures, new date, every quarter.
Data Lead 1 day a quarter
First result
3 weeks
Cost
$0, about a week of work
Owner
Senior Product Marketing Manager
Smallest test
Fix the homepage to one graduate number this week while the full page is built.
Why it works
Ready to use
ChecklistOutcomes page contents
Risks and how to handle them
Evidence
Tuition is not on the homepage, and the affordability page says most out-of-pocket applicants qualify for need-based grants and that Stepful does not take FAFSA. A prospect comparing with a $1,439 self-paced school sees a gap and no answer.
High impactLow effort First result in 3 weeks Manager
First action
Pull the median after-grant price per program from last quarter's enrollments.
How to measure it
Application starts per program page visit
Now
–
Target
+15% relative
By
4 weeks
Steps
Get the numbers
Full and median after-grant price per program.
Data Lead 1 day
Write the block
Price, after-grant price, payment plan, funding links.
Manager, Growth Marketing 2 hours
Add a grant check
Three questions that show likely grant eligibility.
Manager, Growth Marketing 2 days
Note state rules
Where grants are not offered, say so.
VP of Growth 1 hour
A/B test
Half of paid traffic sees the block.
Manager, Paid Acquisition 2 hours
Roll out
Ship the winner to all program pages.
Manager, Growth Marketing 1 hour
First result
3 weeks
Cost
$0
Owner
Manager, Growth Marketing
Smallest test
Add the block to the Medical Assistant page only.
Why it works
Risks and how to handle them
Evidence
Stepful has about 900 city and state salary pages that rank for career searches. They are a large acquisition asset and also the most likely place for a salary figure to be read as a graduate-earnings claim.
Medium impactLow effort First result in 4 weeks Manager
First action
Check the template of one salary page for its data source and what the call to action is today.
How to measure it
Application starts from salary pages
Now
–
Target
+25%
By
6 weeks
Steps
Audit the template
Data source, date and current call to action.
Manager, Growth Marketing 1 hour
Add source and label
One line under each salary figure.
Manager, Growth Marketing 2 hours
Build the local block
Program, price, partners nearby, next info session.
Manager, Growth Marketing 2 days
Link to outcomes
Point to the outcomes page for Stepful-specific results.
Manager, Growth Marketing 30 minutes
Check with counsel
One review of the template.
VP of Growth 1 hour
Measure
Applications by page group, weekly.
Data Lead 30 minutes a week
First result
4 weeks
Cost
$0
Owner
Manager, Growth Marketing
Smallest test
Ship it on the 300 Medical Assistant pages first.
Why it works
Risks and how to handle them
Builds on
Evidence
Job posts and press name NY-Presbyterian, Mount Sinai, Ochsner, Providence and HCA, but the employer page leads with generic claims. A talent leader at a health system decides in seconds whether peers trust Stepful.
High impactLow effort First result in 3 weeks Product Marketing Manager
First action
Ask Client Success which three partners have approved logo use.
How to measure it
Employer inquiries from the page
Now
–
Target
2× current
By
6 weeks
Steps
Confirm approvals
Logo and name approval from partners.
Growth Manager, Student Engagement 1 week
Pick one outcome
A number a partner will put their name to.
Growth Manager, Student Engagement 2 days
Update the page
Logos, outcome, reference offer.
Product Marketing Manager 1 day
Add to decks
Same proof in the B2B pitch deck.
Product Marketing Manager 1 hour
Track inquiries
HubSpot source on every employer form.
Field & Events Marketing Manager 1 hour
Review
Inquiries per month against the old page.
Product Marketing Manager monthly
First result
3 weeks
Cost
$0
Owner
Product Marketing Manager
Smallest test
Add the partners already named in the Series C release.
Why it works
Risks and how to handle them
Evidence
Stepful teaches with live, cohort-based classes, and student messages are split across five teams in Customer.io. The first missed class is the earliest reliable sign a student may drop, and nobody owns that moment.
High impactLow effort First result in 2 weeks Growth Manager
First action
Pull last cohort's attendance and find the share of students who missed a class in week one and later withdrew.
How to measure it
Return rate after a first missed class
Now
–
Target
+20 points
By
6 weeks
Steps
Size the problem
First-week misses and later withdrawal, last three cohorts.
Data Lead 1 day
Write the messages
SMS and email, plain and warm.
Growth Manager, Student Engagement 2 hours
Build the trigger
Attendance event to Customer.io.
Growth Manager, Student Engagement 1 day
Offer a catch-up slot
Coach calendar link in the message.
Growth Manager, Student Engagement 2 hours
Name the owner
One team owns this moment in the journey map.
Growth Manager, Student Engagement 30 minutes
Measure
Return and graduation by cohort.
Data Lead weekly
First result
2 weeks
Cost
$0
Owner
Growth Manager, Student Engagement
Smallest test
Send it by hand to the next cohort's first-week misses.
Why it works
Risks and how to handle them
Evidence
The paid managers are asked to optimise "toward CAC and ROI". If campaigns are scored on applications, the platforms learn to find people who apply but never start or never pay.
High impactLow effort First result in 4 weeks Manager
First action
Join last month's campaigns to students who started class.
How to measure it
Paid cost per student who starts class
Now
–
Target
-20%
By
8 weeks
Steps
Join spend to starts
Campaign to application to started class.
Data Lead 2 days
Send offline conversions
Started and first payment events to each platform.
Manager, Paid Acquisition 3 days
Report weekly
Cost per started student by campaign.
Manager, Paid Acquisition 1 hour
Brief the agency
Search agency goals move to started students.
Manager, Paid Acquisition 1 hour
Reallocate
Cut campaigns with high application but low start rates.
Manager, Paid Acquisition 1 day
Review monthly
With the VP of Growth.
VP of Growth 1 hour a month
First result
4 weeks
Cost
No new spend
Owner
Manager, Paid Acquisition
Smallest test
Run one Meta campaign on started-class optimisation for three weeks.
Why it works
Risks and how to handle them
Evidence

This quarter 9

The core plays for the next three months.

The Senior PMM is asked to run ABM in Clay. Health systems post open roles publicly, so the accounts with the most medical assistant, pharmacy tech and surgical tech openings are the ones with the most acute need.
High impactMedium effort First result in 6 weeks Senior Product Marketing Mana…
First action
Pull current openings for the five target roles at the 200 largest US health systems.
How to measure it
Qualified health-system meetings from ABM
Now
–
Target
20
By
end of quarter
Steps
Rank by vacancies
Open MA, pharmacy tech, surgical tech, PCT and sterile processing roles.
Senior Product Marketing Manager 2 days
Find the buyers
CHRO, CNO and talent acquisition leads.
Senior Product Marketing Manager 2 days
Write the sequence
Vacancy count, a cohort proposal, one partner outcome.
Senior Product Marketing Manager 1 day
Coordinate with sales
Accounts assigned before outreach.
Senior Product Marketing Manager 2 hours
Send and follow up
Three touches over three weeks.
Senior Product Marketing Manager 3 weeks
Report
Meetings and opportunities by account tier.
Senior Product Marketing Manager weekly
First result
6 weeks
Cost
Clay and data costs under $1,000 a month
Owner
Senior Product Marketing Manager
Smallest test
Send the sequence to 20 accounts first.
Run this outreach. The sequence sent for you: addresses found and verified, replies routed to your CRM. Usually live within days.
Book a working session
Why it works
Ready to use
EmailVacancy-based ABM email
Risks and how to handle them
Evidence
Events are "one of the most direct ways" Stepful reaches health-system leaders, and the calendar runs about two a month. The pipeline from each event depends on meetings set before it, not booth traffic.
High impactMedium effort First result in Fall season Field & Events Marketing Mana…
First action
Score last year's events by meetings and pipeline per dollar.
How to measure it
Qualified pipeline per $1 of event spend
Now
–
Target
+40%
By
end of fall season
Steps
Score past events
Meetings, opportunities and cost per event.
Field & Events Marketing Manager 2 days
Cut the bottom third
Move budget to HR and nursing leadership events.
Field & Events Marketing Manager 1 day
Book meetings early
10 per event from the ABM list.
Senior Product Marketing Manager 2 weeks per event
Host a breakfast
With one partner health system leader.
Field & Events Marketing Manager 1 morning
Tag every lead
HubSpot event tags and owners.
Field & Events Marketing Manager 1 hour per event
Follow up in 48 hours
Sequence with the outcomes page and a cohort proposal.
Field & Events Marketing Manager 1 day per event
Who to approach
ASHHRA (American Society for Health Care Human Resources Administration)
Health-system HR leaders, the School-as-a-Service buyer.
AONL (American Organization for Nursing Leadership)
Nurse executives who own clinical workforce pipelines.
First result
Fall season
Cost
Within the current event budget
Owner
Field & Events Marketing Manager
Smallest test
Pre-book meetings for the next two events and compare with the last two.
Why it works
Risks and how to handle them
Evidence
Stepful runs a paid webinar program and already writes for health-system buyers (an apprenticeship guide). A monthly session where a partner system explains how its cohorts work is more persuasive than a Stepful presentation.
Medium impactMedium effort First result in 1 month Field & Events Marketing Mana…
First action
Ask the two most engaged partner systems to co-host the first two sessions.
How to measure it
Target-account registrants per webinar
Now
–
Target
40
By
third webinar
Steps
Book co-hosts
Two partners for the first two months.
Growth Manager, Student Engagement 1 week
Set the format
30 minutes, one cohort, real numbers.
Field & Events Marketing Manager 1 hour
Promote to ABM accounts
Invites from account owners.
Senior Product Marketing Manager 1 week
Run and record
Live with Q&A.
Field & Events Marketing Manager 1 hour
Cut clips
Three clips for sales and social.
Manager, Growth Marketing 1 day
Write it up
Each session becomes a short case study.
Product Marketing Manager 2 days
First result
1 month
Cost
Webinar platform and promotion, under $2,000 a month
Owner
Field & Events Marketing Manager
Smallest test
Run one session with one partner.
Why it works
Risks and how to handle them
Builds on
Evidence
The growth team has an in-house production studio and the site has a TikTok account. The most convincing ad for a career change is a recent graduate on their first week at a hospital.
High impactMedium effort First result in 6 weeks Manager
First action
Ask Careers for 30 recent graduates hired at partner systems who would share their story.
How to measure it
Cost per started student, graduate videos vs other creative
Now
–
Target
-25%
By
8 weeks
Steps
Recruit graduates
30 recent hires across programs.
Manager, Growth Marketing 1 week
Get consent and approvals
Graduate consent, employer approval where filmed on site.
Manager, Growth Marketing 1 week
Film in batches
Short, phone-style, no scripts.
Manager, Growth Marketing 2 weeks
Add disclosures
Paid relationship and typical-results language.
VP of Growth 2 hours
Launch as ads
Meta and YouTube, matched to program pages.
Manager, Paid Acquisition 1 week
Measure by video
Cost per started student per creative.
Manager, Paid Acquisition weekly
First result
6 weeks
Cost
Studio time and graduate thank-you payments
Owner
Manager, Growth Marketing
Smallest test
Film five graduates and run them against current creative.
Why it works
Risks and how to handle them
Builds on
Evidence
Stepful has tens of thousands of trained workers and a cohort model where students study together. Career changers usually hear about training from a friend or coworker, and the site has no referral program.
Medium impactMedium effort First result in 2 months Manager
First action
Ask the last three cohorts how they first heard of Stepful.
How to measure it
Started students from referrals
Now
–
Target
10% of starts
By
2 quarters
Steps
Check demand
Survey on how students found Stepful.
Growth Manager, Student Engagement 1 week
Set the reward
Tuition credit for the friend, gift card for the referrer.
VP of Growth 1 day
Build links
Personal links tracked to started class.
Manager, Growth Marketing 1 week
Promote at graduation
Graduation email and certificate page.
Growth Manager, Student Engagement 2 days
Check state rules
Incentive rules for school recruitment by state.
VP of Growth 1 week
Report
Referral starts and completion monthly.
Data Lead monthly
First result
2 months
Cost
Rewards only on started students
Owner
Manager, Growth Marketing
Smallest test
Offer links to one graduating cohort.
Why it works
Risks and how to handle them
Evidence
The B2B operations team is building partner-led enrollment, employer-sponsored sign-up and SSO. The enrollment page is where a health system's staff decide whether to apply, and it should look like their employer's offer.
High impactMedium effort First result in 6 weeks Director
First action
Pick the partner with the lowest seat fill rate and build their page by hand.
How to measure it
Sponsored seat fill rate
Now
–
Target
+20 points
By
end of quarter
Steps
Pick a pilot partner
Lowest fill rate with a willing HR lead.
Growth Manager, Student Engagement 1 day
Design the template
Logo, programs, eligibility, schedule, apply.
Director, B2B Operations Enablement 1 week
Connect SSO
Staff sign in with their work account.
Director, B2B Operations Enablement 2 weeks
Write the HR kit
Email, intranet post and a flyer.
Product Marketing Manager 2 days
Launch with the pilot
HR shares it in one push.
Growth Manager, Student Engagement 1 week
Roll out
Every partner after the pilot.
Director, B2B Operations Enablement 1 quarter
First result
6 weeks
Cost
About a month of product work
Owner
Director, B2B Operations Enablement
Smallest test
Hand-build one partner page and compare fill rate with their last cohort.
Why it works
Risks and how to handle them
Evidence
The GTM Strategy Manager builds program scorecards on margin and unit economics, and the Senior Engagement Manager owns renewals. Partners renew when they see their own results (seats filled, graduation, retention of hires).
High impactMedium effort First result in 1 quarter Growth Manager
First action
Build the scorecard for one partner from existing data.
How to measure it
Net revenue retention, health-system partners
Now
–
Target
120%
By
4 quarters
Steps
Define fields
Enrolled, graduated, certified, hired, retained.
Senior GTM Strategy Manager 1 day
Automate the data
From the student and partner systems.
Data Lead 2 weeks
Design one page
Readable in two minutes.
Product Marketing Manager 2 days
Run reviews
30 minutes per partner each quarter.
Growth Manager, Student Engagement quarterly
Propose the next program
One expansion idea per review.
Growth Manager, Student Engagement quarterly
Track outcomes
Renewal and expansion by partner.
Senior GTM Strategy Manager quarterly
First result
1 quarter
Cost
$0, about two weeks of data work
Owner
Growth Manager, Student Engagement
Smallest test
Send one scorecard to one partner before automating.
Why it works
Risks and how to handle them
Builds on
Evidence
Stepful already accepts Air Force Credentialing Assistance and SpouseWorks for MyCAA-eligible spouses. Healthcare certifications travel with military families, which makes them a strong fit, and those benefits are promoted through base education and spouse employment offices.
Medium impactMedium effort First result in 2 months Manager
First action
Count last year's students who used military funding and which programs they chose.
How to measure it
Military-funded starts per month
Now
–
Target
2× current
By
2 quarters
Steps
Size it
Military-funded starts by program and branch.
Data Lead 1 day
Build the page
By branch and benefit, with eligibility steps.
Manager, Growth Marketing 1 week
Brief education offices
Ten base education and transition offices.
Manager, Growth Marketing 1 month
Join spouse programs
Spouse employment partner lists.
Manager, Growth Marketing 1 month
Run a monthly session
Info session for military families.
Growth Manager, Student Engagement monthly
Track by base
Starts by referral source.
Data Lead monthly
First result
2 months
Cost
$0 to $2,000 for materials
Owner
Manager, Growth Marketing
Smallest test
Brief two base education offices near large military populations.
Why it works
Risks and how to handle them
Evidence
Stepful College now runs Schools of Nursing, Imaging and Respiratory, and the Series C funds degree programs. Its own medical assistant and patient care tech graduates already work in hospitals and know how Stepful teaches.
High impactMedium effort First result in 1 quarter VP of Growth
First action
Count graduates by program and state where a Stepful College program is available.
How to measure it
Alumni enrolled in Stepful College programs
Now
–
Target
300
By
2 quarters
Steps
Map eligibility
Alumni by program and state against degree program availability.
Data Lead 2 days
Design the path
MA or PCT to PN to RN, with timelines.
VP, Operations (Degreed Programs) 1 week
Write the alumni series
Three emails and an info session invite.
Growth Manager, Student Engagement 2 days
Add employer funding
Partner systems that sponsor upskilling.
Growth Manager, Student Engagement 1 week
Host sessions
Monthly alumni info sessions.
VP, Operations (Degreed Programs) monthly
Track starts
Alumni starts and completion.
Data Lead monthly
First result
1 quarter
Cost
$0
Owner
VP of Growth
Smallest test
Invite alumni in one state to one info session.
Why it works
Risks and how to handle them
Evidence

Big bets 3

Larger plays that can change the trajectory.

Stepful does not take FAFSA but already offers local funding for some residents and has an active SAM.gov registration. Public workforce funds pay for exactly the short healthcare credentials Stepful teaches.
High impactHigh effort First result in 2 quarters Senior GTM Strategy Manager
First action
List the states with the most entry-level clinical vacancies and their eligible training provider list requirements.
How to measure it
Publicly funded starts per quarter
Now
–
Target
500
By
4 quarters
Steps
Pick five states
By vacancies and funding availability.
Senior GTM Strategy Manager 2 weeks
Apply to provider lists
Program by program, state by state.
Senior GTM Strategy Manager 1 quarter
Report outcomes
States require outcome reporting; use the outcomes data.
Data Lead ongoing
Partner with boards
Local workforce boards and job centers.
Senior GTM Strategy Manager 1 quarter
Build a funded path
A landing page and application for funded students.
Manager, Growth Marketing 1 month
Measure
Funded starts and completion by state.
Data Lead quarterly
First result
2 quarters
Cost
About two quarters of regulatory work
Owner
Senior GTM Strategy Manager
Smallest test
Get one program approved in one state.
Why it works
Risks and how to handle them
Evidence
The Field & Events role is asked to help launch a Stepful-hosted event in 2027. Health-system workforce leaders have few events focused only on building entry-level clinical talent.
High impactHigh effort First result in 2027 Field & Events Marketing Mana…
First action
Ask ten partner leaders what they would want from a day like this.
How to measure it
Health systems attending
Now
–
Target
60
By
the 2027 event
Steps
Interview partners
What would make it worth a day.
Field & Events Marketing Manager 2 weeks
Pick a date and city
Avoid the big conference weeks.
Field & Events Marketing Manager 1 week
Build the agenda
Partner-led sessions and a graduate panel.
Senior Product Marketing Manager 2 months
Invite by account
From the ABM list.
Senior Product Marketing Manager 3 months
Run the dinner
Invite-only, the night before.
Field & Events Marketing Manager 1 evening
Cut content
Sessions into a quarter of content.
Manager, Growth Marketing after the event
First result
2027
Cost
$80,000 to $150,000
Owner
Field & Events Marketing Manager
Smallest test
Run the dinner alone at an existing conference first.
Why it works
Risks and how to handle them
Builds on
Evidence
Health systems care most about whether new hires stay. Stepful sees retention across 35+ systems and could publish what no single employer can: how trained-from-within hires compare.
High impactHigh effort First result in 3 quarters Data Lead
First action
Ask three partners whether they would share retention data for an aggregate report.
How to measure it
Opportunities influenced by the report
Now
–
Target
25
By
2 quarters after launch
Steps
Agree data sharing
Terms with partners.
Growth Manager, Student Engagement 1 quarter
Define the method
Cohorts, comparison groups, privacy floor.
Data Lead 1 month
Analyse
Retention by role and region.
Data Lead 1 month
Write and design
Short report with one chart per finding.
Senior Product Marketing Manager 1 month
Brief press
Healthcare workforce reporters.
Senior Product Marketing Manager 2 weeks
Launch at events
With partner speakers.
Field & Events Marketing Manager launch quarter
First result
3 quarters
Cost
$10,000 to $20,000
Owner
Data Lead
Smallest test
Publish one partner's retention story as a case study.
Why it works
Risks and how to handle them
Builds on
Evidence

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

Stepful offers free CCMA and PTCB practice tests. Someone who scores low on a section is preparing alone and has just learned they are not ready.
Medium impactMedium effort First result in 1 month Manager
First action
Check how many people finish a practice test each month and their score spread.
How to measure it
Enrollments from practice-test review sessions
Now
–
Target
5% of attendees
By
2 months
Steps
Size the funnel
Monthly test completions and score spread.
Data Lead 1 day
Show section scores
A clear result page.
Manager, Growth Marketing 1 week
Schedule reviews
Weekly live sessions per exam.
Manager, Growth Marketing 1 week
Make the offer
Program or exam-prep after the session.
Manager, Growth Marketing 2 hours
Follow up
Two emails after the session.
Growth Manager, Student Engagement 2 hours
Measure
Attendance and enrollment.
Data Lead weekly
First result
1 month
Cost
Instructor time
Owner
Manager, Growth Marketing
Smallest test
Run one CCMA review session.
Why it works
Risks and how to handle them
Evidence
The iOS app has a 4.21 rating from only 43 ratings while Trustpilot shows about 1,000 reviews. Prospects who search the app stores see thin proof.
Medium impactMedium effort First result in 1 month Growth Manager
First action
Add the native rating prompt after the first passed module.
How to measure it
App Store ratings
Now
–
Target
500 at 4.5+
By
2 quarters
Steps
Pick the moment
After a passed module, never after a failure.
Growth Manager, Student Engagement 1 hour
Add the prompt
Native prompt, rate-limited.
Growth Manager, Student Engagement 1 week
Reply to reviews
Every review within two days.
Growth Manager, Student Engagement ongoing
Fix top complaints
Feed issues to Product.
Growth Manager, Student Engagement monthly
Show the rating
On program pages.
Manager, Growth Marketing 1 hour
Track
Count and average weekly.
Data Lead weekly
First result
1 month
Cost
$0
Owner
Growth Manager, Student Engagement
Smallest test
Enable the prompt for one cohort.
Why it works
Risks and how to handle them
Evidence
Job posts name CVS and Walgreens among employers of Stepful students. Retail pharmacy and urgent care chains need pharmacy techs and medical assistants at scale, across many states.
Medium impactMedium effort First result in 2 quarters Senior Product Marketing Mana…
First action
Count graduates hired at retail pharmacy chains in the last year.
How to measure it
Non-health-system employer partners
Now
–
Target
3
By
3 quarters
Steps
Find the proof
Graduates hired at each chain.
Data Lead 2 days
Package the offer
Pharmacy tech and MA cohorts for chains.
Senior Product Marketing Manager 2 weeks
Find the buyer
Pharmacy workforce and HR leaders.
Senior Product Marketing Manager 1 week
Propose a pilot
One region, one cohort.
Senior Product Marketing Manager 1 month
Run the pilot
With a Client Success owner.
Growth Manager, Student Engagement 1 quarter
Publish the result
Case study if the pilot works.
Product Marketing Manager after the pilot
First result
2 quarters
Cost
$0
Owner
Senior Product Marketing Manager
Smallest test
One conversation with one chain's pharmacy workforce lead.
Why it works
Risks and how to handle them
Evidence

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

Have it built

Agency

1 of the 21 ideas are things Programmable builds and runs for its customers: pages, outreach, prospect lists, booking flows and monitors. Pick one, or send the whole list.

Outreach1The sequence sent for you: addresses found and verified, replies routed to your CRM.

Tools for the rest

Info

Turn the research into a list you can act on

These ideas start with finding the right companies. Info finds them and the right person at each, researches every one and drafts the outreach, then asks before it sends.

Build this list in Info for idea #21 (opens programmable.info in a new tab)

New accounts: 100,000 free credits with code BETA100K

Find the companies

Talk

Fill the events in this plan

These ideas are events. Talk gets registrants for them and tells you who's coming and what their company does before the day.

Plan an event

Digital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo

Other companies we have researched, each read from what they are hiring for.

See every playbook and website review

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

Days 1 to 308 ideas
One sourced set of outcomes, prices on program pages, safer salary pages, named partners, retention messaging, and paid judged on started students; then the first ABM list and events plan.
Programmable can ship 1 of these in days.
Days 31 to 607 ideas
Partner webinars, graduate creative, referrals, co-branded enrollment, partner scorecards, the military channel and practice-test reviews.
Days 61 to 906 ideas
The alumni ladder, app ratings and retail chains, then commit to the big bets.

Stepful growth playbook

Diagnosis

One sourced outcomes page that replaces the four different graduate counts on the site

Show the after-grant price on every program page

Name the health systems on the For Employers page and add one partner outcome

This week 6

How to run it: One sourced outcomes page that replaces the four different graduate counts on the site

Steps

Why it works

Why it works

Ready to use

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Show the after-grant price on every program page

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Label the 900 salary pages as market data and add a local program and funding block

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Builds on

Builds on

Evidence

Evidence

How to run it: Name the health systems on the For Employers page and add one partner outcome

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: A same-day message when a student misses their first live class

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Judge paid campaigns on students who start class, not applications

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

This quarter 9

How to run it: ABM in Clay to the 100 health systems with the highest MA and tech vacancy counts

Steps

Why it works

Why it works

Ready to use

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Focus the events calendar on health-system HR and nursing leadership conferences, with meetings booked before each show

Steps

Who to approach

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Turn the paid webinar program into a monthly "workforce pipeline" series co-hosted with partner systems

Steps

Why it works

Why it works