Driven by a commitment to unlock human potential through better healthcare, I work with providers, payers, nonprofits, private equity firms, and startups to support sustainable growth, encourage innovation, and advance equitable outcomes.

As Founder and Principal of Insight Research Group - a boutique consulting firm specializing in strategic planning and implementation in the value-based care landscape - I lead a talented team dedicated to developing data-driven solutions that enhance care delivery and financial performance.

My experiences at DaVita Medical Group and Augmedix - formerly publicly traded (Nasdaq: AUGX) and now part of Commure - given me a solid foundation in healthcare innovation, teaching me to balance operational excellence with a genuine focus on patient-centered care.

Richard Mancuso

I help B2B SaaS startups find message-market fit and optimize their copy to convert and retain more of their best-fit ICPs

Startup growth slows down when GTM tactics aren't built on a solid foundation.

The result: longer sales cycles, bad-fit prospects clogging your pipeline, and deals lost to competitors who communicate value better.

This happens to scaling B2B SaaS startups when they're:
>> moving too fast to document product changes (a good problem to have!)
>> shifting from founder-led to sales-led GTM, and 
>> getting more cold prospects targeting early-majority customers instead of early adopters, so old messaging no longer works

You've tried tweaking homepage headlines and updating copy based on internal workshops and best practices. But conversion rates stay flat.

Here's why: your copy is assumptions-based, not research-based.

To convert traffic into qualified demos, you need messaging that resonates with how your best-fit buyers actually think, research, and make decisions.

My approach: I dig deep into customer research to find hard-to-spot patterns in how your ICP picks solutions. Then I build messaging and core website pages rooted in their actual journey, pain points, and decision criteria. Not generic best practices.

The outcome: copy that differentiates you from competitors and shows prospects why your product is the right choice for them.

I deliver all your core pages — not just a homepage rewrite — in an 8-week sprint, so you can start converting your best-fit prospects faster.

See how I've helped companies like yours: ekaterinahoward.com/case-studies

DM me to set up a free 30-minute website diagnostic call.

Ekaterina (Sam) Howard

"Should I fire my copywriter? Claude can do a pretty good job for $30/month"

The answer is "It depends" - Matt Lerner's take on reframing the problem is worth a read, especially if you measure copy by output, not outcome (linking to the newsletter in comments).

One thing I have to add: having a team member who's able to distinguish "worth publishing" from "crap" and keep learning is definitely important.
And for conversion-oriented copy, that decision can't be based just on copywriting best practices - it needs to be rooted in understanding your customers.

A truly hard-to-replicate cheat code: being able to stay on top of customer research and translate it into converting copy (and copy tests). 

Once you get to that point, it makes everything easier.

Sam Howard

I build out core website pages that put B2B SaaS scaleups on their ICPs’ shortlist. Because “aha!” moments need to happen when they land on your website, not at the end of a demo.

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The Battle

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