Noah: The Highest-Intent Audience Wasn't Who the Founders Expected
NOAH, a premium mobile urgent care startup, was preparing to launch a $750 per-visit, out-of-network service in South Florida — with no data on who it was for, what would make them pay, or how to talk about it. A two-phase consumer research program answered all three before launch.
Client
Noah
Role
Audience Research, Pricing & Offer Testing
Audience & Culture Mapping
Key Takeaway
The highest-intent audience wasn't who the founders expected — defined less by income and more by behavior: parents with children, frequent and frustrated ER users. And the biggest lever wasn't the price point, but how the price was framed.
Context
A concept never put in front of a customer
NOAH is a premium mobile urgent care startup built by healthcare operators who'd lived the ER problem firsthand, preparing to launch a $750 per-visit, out-of-network service in South Florida. The concept made sense to them. They'd just never put it in front of a customer: no data on who this was for, what would make them pay, what would kill the sale, or how to talk about it.
Solution
Two phases, 820 consumers, one launch plan
Results
Research that directly shaped the go-to-market
Built a consumer-validated audience profile: five early adopter segments defined by household structure, healthcare behavior, and geography
Subscription and pay-as-you-go models outperformed flat-fee by 11 points, shifting pricing strategy from fixed to phased
Research shaped the launch directly: Miami-Dade pilot, segment-prioritized media plan, trust-first messaging
+11 pts
Acceptance — subscription & pay-as-you-go vs. flat fee
820
Consumers surveyed across two phases
5
Early-adopter segments identified
Tell us where you are. We’ll tell you what we can do.
