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How Improved Proposal Win Rate with Storydoc

Learn how use Storydoc to nurture decision-makers. The story of how they are empowering their champions to sell their solution internally.

  • Improved sales
  • Competitive content
  • Content collaboration
  • Tracking & analytics storydoc case study

About | LinkedIn


Healthy’s mission is to help people find the right moment to take a meaningful step toward managing their health. To achieve this they harnessed the power of technology to transform smartphones into clinical-grade medical devices, revolutionizing healthcare.

The challenge: Making proposals that communicate value

When Fran Dalton began her job as the UK marketing manager for, one of her biggest concerns was how to make effective proposals that communicated value.

She wanted proposals that would stand out, engage, and persuade independently.

She wanted something that would not have to rely on a salesperson being in the room to tell the story of Healthy and pitch the value of their proposal. Selling to big healthcare organizations, these documents had to speak for themselves and do a good job at it.

“So, when I moved to Healthy I saw our proposals were awful.” Says Fran. “I pitched Qwilr to our marketing team who said, ‘Well, we're already using Storydoc. Can you review the two and see if Storydoc can achieve the same thing?’ And I was like, ‘Yes, it can!’”

“With our most recent Storydoc presentations, we're like, ‘Oh my goodness. It brought it to life like we do when we present it, but you can do it without the person being there.’”

Fran Dalton Marketing Manager, UK at

Fran Dalton


This case study is the story of how Fran and use Storydoc to nurture decision-makers. The story of how they are empowering their champions to sell their solution internally.

In a nutshell:

  • Fran and her team moved from legacy static PDFs to interactive Storydocs that effectively communicate their value throughout the buyer’s journey.

  • They use Storydocs to nurture decision-makers before presenting the final proposal to the decision-makers.

  • Gave their champions a compelling business case they needed to present internally to get buy-in for the product.

  • They make informed data-driven decisions based on Storydoc’s deck analytics.

Here's what Healthy's deck looks like:

Bringing your proposals to life

Fran admits that “the best thing that Storydoc does is bring a slide deck to life.” This is what she had to tell us (watch video):

Using decks that work without you there to present them

Making decks that work when you're not there to present them

Getting an “unfair” advantage at the finish line

Fran got the idea to use Storydoc to smooth out Healthy’s very complex sales journey which involves a large number of stakeholders.

“We have such big value contracts, often for multiple years, and the number of stakeholders in the buying process is ginormous. So it’s useful to have one Storydoc to be able to share between them and bring them all along the buying journey prior to the final board approval.

She found a way to nurture decision-makers before the final decision at the board. She did it by making sales content that’s focused on the top of the sales funnel rather than just at the finish line.

In other words, not only the final, detailed, proposal but also supporting collateral to help pitch the ROI of partnering with

The problem before was, that by the time the proposal is reviewed by the board all the “pyrotechnics” may be too late since by then a decision has already been consolidated.

“What we've found really, is that Storydoc is like a pre-board paper. You can warm the right people up in the decision-making process with Storydoc.

And then the board paper literally just needs to be a single sheet with the summary of the prices, because you already sold the story earlier.”

Giving buyers a quality experience

Fran says Storydoc had the benefit of aligning the proposals at the end of the buyer journey with the rest of the funnel.

She says: “Our website is really slick, our marketing campaigns are really slick and our branding is really slick. And then it was just falling down at the end.”

A key thing she loved about Storydoc “was the ease of controlling the brand appearance, but also being able to do things on a much bigger scale than before.”

Which experience would your buyers prefer, static or interactive?

Static PPT example
Static PPT
Interactive Storydoc example
Interactive Storydoc

Standing out when no one else can

There was an open question for Healthy - Will Storydoc be helpful when submitting a proposal for big, clunky, old-school organizations with a set proposal format?

Fran’s answer is… “Well, yes.”

When Healthy was pitching to an organization like the NHS, which requires proposals in their set format, this meant they couldn’t submit a Storydoc.

Most people and companies would yield to these circumstances, but not Fran.

To work around this obstacle, she used Storydoc to cement Healthy’s narrative beforehand.

Fran says that In that situation “we can't control what actually gets signed off, but the buy-in is already there because we've already used our narrative.”

Empowering your champions to sell internally

Because of their large number of stakeholders, rely on an internal champion to help them push the sale within the buyer’s organization.

She says, “We have our one champion who's championing the projects, and says ‘I'm gonna put it for board approval’.

For Fran, Storydoc presented an opportunity - “It's almost like giving our client their business case to present internally. And do that in a really easy, engaging way, with a minimum effort.”

As their first content initiative, Healthy wanted to help their clients up for renewal to pitch it internally.

“We started using Storydocs with our renewal contracts. It's people that know us and they came back and were like,

‘Wow, this is incredible. You've told us the story of what you've already delivered for us. So that makes it very easy for me to have a conversation about why we want to keep this project running.’”

“For someone who's just there to sign the signature, it's really great to see a nice summary of like ‘these are the outcomes that we've achieved. Therefore we wanna roll it on, and these are the costs.’”

Removing friction in content collaboration

Fran knew that bringing in a new tool for the team is always tricky. She was particularly concerned about how easy it would be to use Storydoc in collaboration between Marketing, Sales, and Design.

In terms of usability, I think that was a concern but when I sent our design team the first draft - they were like, ‘Wow, this is such a better starting point than what we've had before.’

And then I was able to make their suggested changes in the editor and get the approval from the design on the template. So that was also a really pleasant surprise.

The best part was for me to be able to build new content using that template. It means that I don't have to keep going back to them for approvals, etc. because we feel comfortable that it's of the standard that we need.”

Making it impossible to break deck design

Another concern was giving the sales team enough freedom to personalize and customize their decks without fearing they’d break the design.

Because they always do… and then Fran would have to spend a lot of time fixing it again and again (and again).

Stroydoc is built to help you make beautiful interactive decks fast and easy, and it has safeguards that prevent team members from breaking the design or not following the brand book.

This allows Fran to give her sales team only the limited access they need to change the content without worrying about going over the result each time and verifying that it remains on brand.

How to allow editing freedom while protecting design


How to get your team excited using Storydoc

how to get yuo

Making data-driven content decisions using deck analytics

“Stroydoc also helps us understand how widely shared and how many stakeholders are seeing it and engaging with it. That's a huge part of our sales process.”

“Then we map all the stakeholders that we'll need to get on board to make sure that we've warmed them up too.”

Fran goes on to say just how helpful it was in getting the sales team excited. “This was so exciting for the sales team - to be able to get the analytics.”

She tells us. “They were sending these things out to prospects and saying ‘I don't even think they've read them’. And the question was ‘How'd you know?’ You don't. Well… you do with Storydoc.”

“You know if they've actually opened it and what they've seen. I mean, we have all that data with our emails, so why can't we get it with the attachments that we're sending?”

“It’s just kind of a no-brainer. So because of that, the team got really excited with all the other possible uses for Storydoc.”

Upgrading from PowerPoint to Storydoc

Switching from a well-established industry standard tool like PowerPoint can be scary, but it should scare you more to keep using it.

PowerPoint is a legacy tool made for the world we had over 30 years ago. Its static same-old slides can’t and won’t make you stand out from your competition.

As Fran pointed out, “If you send a static presentation to someone and you are not presenting it, sometimes some of the information on a slide can't be understood very easily unless someone is actually explaining it to you.”

The solution, according to Fran, was right at her fingertips. “What we found with our most recent Storydocs is that it's literally taken a static slide, but brought it to a stage in which it's easily digested by the reader”

“And we're like, ‘oh my goodness. It brought it to life like we do when we present it, but you can do it without the person being there.’”

Going from static to interactive decks

Going from static to interactive decks

If you’re like Fran you can bring these results too

  • Make proposals that communicate value in an engaging way

  • Nurture decision-makers before presenting the final proposal to the decision-makers

  • Empower your champions to sell internally with a business case that “sells itself”

  • Remove friction in deck creation and collaboration between marketing and sales

  • Get instant deck analytics with timely insight into your buyer’s decision process

With these capabilities on your side, you’ll be able to make better decisions, save valuable time, and win more deals.

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