RoundGlass / Where product marketing clicked
From growth and inbound marketing to product marketing
At RoundGlass, campaigns became only part of the job. I started solving for usage, adoption, trust, and revenue across five products.
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A portfolio, not one simple product.
Campaign questions became product behavior questions.
Doctor segmentation, product education, SEO, migration, and sales enablement.
Engagement, revenue per user, search visibility, and migration adoption.
Product portfolio
Five products. Five different jobs.
The portfolio moved across healthcare and fitness: doctor engagement, clinic adoption, migration, gym demand, and discovery.
RoundGlass5 product storiesDoctor network where engagement drove platform value and ad revenue.
doctors needed reasons to return, participate, and read relevant contentCurofy
Doctor network where engagement drove platform value and ad revenue.
Care
Clinic software that needed adoption, subscriptions, and sales support.
Cross
Integrated doctor platform that needed migration, trust, and education.
Traqade
Gym software that needed a stronger post-COVID value story.
Gympik
Fitness listing platform supporting discovery and the wider portfolio.
The shift
The work moved closer to the product.
Before RoundGlass, I mostly drove traffic, leads, content, and campaigns. At RoundGlass, the work got closer to product behavior: who uses it, where they drop off, what they trust, and what sales needs to explain.
Before RoundGlasstrafficleadscampaignscontent
At RoundGlassdoctor groupsactive usagehigh-value ad segmentsSEO visibilityproduct migrationsales enablement
Key projects
Where the shift became real.
These projects show how messaging connected to usage, revenue, search, migration, and sales.
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Doctors were not one audience.
Curofy was where the shift became obvious. Doctors needed different messages based on specialty, activity, content interest, and reasons to return.
Outcome signal130%+reported Curofy engagement growth
- SMS nudges
- doctor interviews
- testimonials
- content prompts
- trigger-based campaigns
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Connected doctor engagement to revenue.
On Curofy, active doctors made ad placements more valuable. I connected specialty groups, timing, and ad slots to revenue per user.
Outcome signal37%reported revenue per user growth
- high-value specialties
- ad timing
- slot behavior
- stronger ad logic
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Made medical content easier to find.
This was not about publishing more. I audited existing medical pages, matched them to search intent, and improved pages that already had value.
Outcome signal100medical pages reviewed and optimized
- medical assets
- search intent
- page diagnosis
- optimized pages
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Better value story. Not cheaper story.
After COVID, gym owners were cautious with spend and a lower-priced competitor added pressure. I reframed Traqade around revenue growth, not just operations.
- owner conversations
- post-COVID pressure
- feature audit
- revenue-growth story
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A migration is not a launch email.
Cross combined Curofy and Care into one doctor platform. I shaped the website, product education, rollout messages, sales material, and user support.
Outcome signal55-70%reported Cross migration or adoption range
- Curofy base
- Care product
- new Cross story
- migration plan
Proof
The outcomes to remember.
The clearest signals were engagement growth, revenue per user lift, search visibility, and Cross migration adoption.
reported Curofy engagement growth
reported revenue per user growth
pages reached Google's first page in about six months
reported Cross migration or adoption range
What RoundGlass changed
Product marketing starts inside the product.
RoundGlass taught me that product marketing starts with how people use a product and why they come back.
It also taught me that trust, adoption, sales, and revenue depend on the same story being clear.