Key facts
Keona health
USA
Healthcare
Copy writing; Automation; Cold - Outreach
2025 - Present
Brief Summary of the Project
hb.lance partnered with Keona Health to design and implement a scalable outbound and operations foundation tailored for a complex healthcare sales environment.
The engagement focused on building reliable cold outreach infrastructure, personalized SDR/BDR messaging, CRM automations, and internal workflow systems that could support long-term growth without increasing operational overhead.
Rather than deploying isolated tactics, we engineered a connected growth system where outreach, data, CRM, reporting, and internal operations worked together as one.
Main Technologies & Tools Used
Hubspot
Instantly
Azure
Hypertide
Clearout
Notion
Looker
n8n
Loveable
SupabaseThe Challenge
As Keona Health prepared to scale outbound efforts, they faced several constraints common in healthcare GTM environments:
- No hardened cold email infrastructure for scale
- Inconsistent outreach copy and follow-up logic
- Fragmented CRM data with manual handoffs
- Multiple tools operating independently with limited visibility
They needed a partner who could design reliable systems, enforce data hygiene, and align sales, marketing, and operations without introducing additional complexity.
Our Approach
We approached the engagement as a systems design problem, not a campaign execution task.
The goal was to move Keona Health from manual execution to a repeatable, automation-first outbound engine, while respecting long sales cycles, compliance considerations, and internal team workflows.
Our work focused on:
- Infrastructure before scale
- Standardization without rigidity
- Automation that reduced operational load
- Clear visibility across outreach and CRM
What We Built
Cold Email Infrastructure
- Google and Azure inbox setup using Hypertide
- 100 Microsoft Azure inboxes — configured for ~200 emails/day per inbox
- 44 Google Workspace inboxes — configured for ~880 emails/day per inbox - Total 144 email accounts
- Total capacity of 30K emails/month
- Gradual warm-up and reputation management across all inboxes
- Domain alignment, DNS configuration, and inbox health monitoring
- Instantly configured to distribute volume safely across accounts
- Built to support parallel SDR and BDR outbound motions without risk to deliverability
- Instantly configuration for scalable outbound campaigns
- Deliverability-focused infrastructure design
This setup enabled Keona Health to scale outbound outreach confidently while maintaining inbox reputation, consistent send rates, and long-term infrastructure stability.
Cold Outreach Copywriting (SDR & BDR)
- Personalized cold email copy tailored to healthcare buyer personas
- Structured follow-up sequences
- Messaging aligned with long and regulated sales cycles
CRM Automations & Data Hygiene
- HubSpot workflows for automated lead handling
- Clearout implementation to prevent garbage, disposable, and free email submissions
- Reduced manual CRM intervention and cleaner pipelines
Project Management Migration
- Migration from Trello to Notion
- Improved visibility, ownership, and execution tracking
- Centralized workflows across teams
Automated Document Tagging & Summaries
- AI-powered document summarization and tagging
- Automated classification for internal knowledge management
- Reduced time spent searching and reviewing documents
Workflow demo:
Lead Building, Reporting & Orchestration
- Lead sourcing and enrichment workflows using Clay
- Reporting and orchestration across outreach and CRM
- Looker dashboards to support decision-making
Retargeting
Stop wasting ad budget on cold audiences by automating your retargeting funnel with Zapier and Google Sheets. This workflow captures real-time email engagement from Instantly, uses a custom Apps Script to filter for high-intent leads (opens/clicks), and syncs them directly to Google Ads. The result is a zero-touch system that boosts ROI by ensuring you only pay to retarget prospects who have already shown interest.
Results
Over the course of the engagement, Keona Health achieved:
Outbound Infrastructure
- Reliable cold email systems supporting SDR and BDR outreach and Lead Gen
Operational Efficiency
- Cleaner CRM data
- Automated workflows replacing manual processes
- Reduced operational overhead
Execution & Visibility
- Clearer internal processes and reporting
- A scalable foundation for ongoing outbound optimization
Why This Partnership Works
The success of this engagement is driven by a systems-first approach:
- Infrastructure before scale: Outreach systems built to handle volume without breaking
- Personalized, repeatable messaging: Consistency without losing relevance
- Automation-led operations: Reduced friction across teams
- Integrated execution: Outreach, CRM, reporting, and ops function as one system
"”Harsh is knowledgeable, industrious, and a pleasure to work with. He approaches each task with thoughtfulness and delivers on time. His work is high quality, and he’s always willing to help and go the extra mile.”"
Rayan Hunt
Director of Marketing
