Enterprise Positioning for Technical Products
Enterprise buyers evaluate risk differently than consumers. I built Uber Health—a separate B2B vertical and brand—by positioning consumer infrastructure for regulated industries and risk-averse stakeholders.
THE CHALLENGE
Uber's consumer platform needed to expand into healthcare and government. These buyers required HIPAA compliance, regulatory credibility, and values-driven positioning. The infrastructure existed; the enterprise brand did not.
BUILT
- Created separate Uber Health brand with healthcare-specific positioning
- Built pilots demonstrating viability to governments and insurance companies
- Established relationships with community hospitals, leading to white papers on mobility in healthcare
- Secured White House, municipal, and healthcare system partnerships
- Created campaigns showing business value: maternal health, vaccine distribution, patient transportation
IMPACT
Built new enterprise vertical from consumer infrastructure
Growth in corporate accounts
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