Impact
We measure what changed, not what we delivered.
We work with a small number of companies at a time, embedded deep enough to see the numbers move.
Client story
Galaxy Diagnostics
Human diagnosticsContext
Galaxy had strong science and a growing clinical reputation. Providers heard about them at conferences, opened their emails, and attended their webinars.
Trust break
The awareness was real. The conversion was not. Providers met the company through different channels with no consistent path forward, education happened once and faded, and leadership had no way to see any of it. A previous marketing engagement had left behind a partially built website and no strategic foundation.
Strategic shift
The goal wasn't more activity. It was a path a provider could follow from first awareness to consistent ordering, built inside their team:
- An awareness campaign reaching 5,500 new provider contacts.
- A seven-stage activation journey built on clinical education, with a CEO video to build trust.
- A four-phase onboarding sequence taking registered providers from welcome to their first test with confidence.
- The systems behind it: HubSpot automation, website content that adapts to each visitor, and a metrics hub that gave leadership a weekly view from registration to revenue for the first time.
Outcome
Each piece connected to the one before it. The numbers moved, and the education program became Galaxy's primary trust-building channel.
Client story
VetBilling
Veterinary technologyContext
VetBilling is a veterinary technology company entering a market that did not yet understand the problem it solves.
Trust break
Marketing efforts were disconnected, and the founders carried more ideas, priorities, and possibilities than any one plan could hold. Practices could not see quickly why VetBilling mattered to them.
Strategic shift
We started with how to talk about VetBilling: a messaging framework built from the company's business, its market, and its challenges. Then we carried it into new website pages and a content program, so the message shows up the same way everywhere.
Outcome
A cohesive strategy and digital marketing infrastructure in place of disconnected efforts.
Clients
More client outcomes
Different stage. Different stall. Same approach.
We work with five companies right now. Their stories are added here as each engagement is measured.
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HawkCell
The problem
A French AI company with €5M in Series A funding to expand into the US. Its technology-first message wasn't connecting with American veterinary practices, and marketing ran on one-off tactics.
The result
- 2×qualified sales pipeline ($2M+ in the US)
- +50%marketing-qualified leads
- +30%brand awareness among target buyers
- 2 + 2key opinion leader and OEM distributor partnerships
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Hilltop Bio
The problem
Innovative products and clinical success, but no formal value proposition, core message, or customer engagement plan. In a market that often confuses regenerative medicine with unproven solutions, the clinical promise wasn't translating into adoption.
What we built
A full Thavma Strategy Blueprint grounded in customer interviews: personas, competitor analysis, a customer-centric core message, a Marketing Hourglass plan across every stage, and a go-to-market and content roadmap.
Before Thavma
The commercial track record behind every engagement.
These results come from Fotine's leadership roles at IDEXX Laboratories, before she founded Thavma. They show the scale of commercial work she brings to every client.
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2×
sales pipeline
Leading product and commercial marketing.
IDEXX BioAnalytics -
+35%
growth in a stagnant category
From a brand rebuilt on customer research.
IDEXX BioAnalytics -
+53%
revenue from customer education
Virtual learning and live experiences, with engagement up 40%.
IDEXX Commercial Learning -
70%
sales force expansion
Onboarding that supported the move to direct sales.
IDEXX Companion Animal Group
Client voices
From the clients behind these results
With Thavma's support, we've sharpened our strategy and messaging to clearly demonstrate how and why our solution stands apart as the better choice for providers and their patients.
She works closely with her customers and puts so much time and effort into helping us uncover a lot about our business. Seeing those people that really care stands out.
Her contributions to HawkCell have been substantial, and her impact will undoubtedly be long-lasting.
Questions
What leaders ask about results
For CEOs, CFOs, commercial leaders, and investors evaluating whether the work will pay off.
How do you measure results?
We agree on the commercial metrics that matter before the work starts, such as time to first order, new registrations, or repeat ordering. Then we set up the tracking so leadership can see progress against that starting point, not just activity.
How are engagements scoped?
Most engagements start with a defined strategy phase, scoped to where growth is actually stalling. They then continue as a monthly retainer while we activate the work with your team.
How much of the result comes from your work?
Because we build and run the system inside your team, we can trace what changed and when. We record your numbers before we start and report against that baseline, so you can see the change for yourself.
Are the IDEXX results Thavma client work?
No. They come from Fotine's leadership roles at IDEXX Laboratories before she founded Thavma. We share them because they show the scale of commercial work she brings to every engagement.
Where Growth Stalls
Is your traction slower than your product deserves?
That question is worth a direct conversation. A complimentary strategy session to find where your commercial system is breaking down and what it will take to fix it.
Want to see what we build? See the work