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Marketing Strategy


fwards was developed by Athol Hann, an emergency nurse and entrepreneur, to improve the lives of health professional shift workers - mentally, financially and professionally. Athol and Michelle commenced working together when fwards was in it's infancy. Athol engaged Michelle to develop a marketing strategy that would be included in investment and pitch documents and guide the MVPs launch into the Australian market.

The Work

Leveraging her knowledge of the health sector and experience marketing digital services to health professionals, Michelle developed a marketing strategy and roll-out plan to raise awareness and generate engagement in the nursing community with fwards. Michelle has provided ongoing marketing advice whilst the marketing plan has been implemented.


The beta version of fwards was launched with the aim of engaging a small group of nurses to test and validate the MVP. The fwards Facebook page gained 792 fans quickly and a private group of nurses who were either testing or interested in testing the app grew to 260. This has created a solid database of nurses to engage for the second release of the fwards app.

fwards Marketing Strategy

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