Case Study · VUE Health
How Kathryn Wilson Stopped Chasing RFPs and
Built VUE Health a Predictable Pipeline
In Her Own Words
Hear Kathryn tell it.
Kathryn Wilson started VUE Health, a healthcare advertising and medical communications agency, six weeks after her twins were born. The business plan came together while she was in labor.
Her growth strategy was her network.
“I’m gonna build it and let’s see if they come,” she remembers thinking. “I know enough people, so we’ll get started and see what happens.”
For years, the approach worked. Referrals and relationships carried the agency from a handful of people to about 30 employees. VUE Health hit its first million-dollar year, then grew about 30% annually for its first five.
Yet every new hire raised the stakes.
Around year seven, the pressure peaked. Several long RFP processes ended in lost deals. The business survived, and Kathryn came out of the difficulties with a valuable lesson.
“Failure is part of the process,” she said. “Just because you tried and you failed doesn’t mean you’re gonna break.”
The pressure remained a constant presence. Nights were the most difficult for Kathryn. She feared running out of people she knew, and sleep became a struggle.
“You work a full day and then you try to put your head on your pillow at night and you’re like, ‘No, I can’t rest,’” she said. “Let me get up and make one more outreach, let me get up and make one more phone call.”
From Hoping for More Business to Developing a Framework
About two years ago, Kathryn found Predictable Profits after participating in a market research study. A team member followed up after the interview and offered an introduction to founder Charles Gaudet.
Up until the meeting, her plan for the agency relied on luck.
“I would tell clients that hope is not a strategy,” she recalled. “But it was the strategy I was using for my own business.”
Charles gave her a framework for getting VUE Health from a business reliant on her to creating a funnel that works while she’s sleeping.
As part of the process, Charles urged her to define her SuperConsumer. Kathryn already worked in the pharma and healthcare space, and she pushed back.
“You’re out of your mind, sir,” she told him. “I can’t niche myself anymore.”
Charles promised her she could. Each time Kathryn thought she had it right, he asked her to give it another whack.
The work changed her conversations.
“I knew exactly who I was talking to, exactly at the time that I needed to talk to them,” she said.
Next, Kathryn tested her points of differentiation with the people receiving them. Then she built deliverables, including case studies and a launch readiness guide. This allowed her to move away from relying on capabilities presentations.
Today, prospects arrive having at least read a case study or downloaded her guide. They are qualified and nearly ready to sign before she says much. Kathryn’s time during sales calls is dedicated to what prospects need.
As a result, she’s shortened her sales cycle.
From the Founder
Kathryn on the framework behind a funnel that works when you sleep.
Saying No to RFPs and a Client
In October 2025, while in West Palm Beach, Florida, for a Predictable Profits workshop, Kathryn made a risky decision. VUE Health would stop responding to RFPs.
The proposals cost the agency hundreds of hours, and the effort often ended in silence.
Kathryn has held to the decision ever since, and the agency is having its best year so far — by about 150%.
This momentum gave Kathryn room to make a second hard call. She fired VUE Health’s biggest client, a company that once made up a large share of the business. The relationship had grown unpleasant for everyone.
Today, the pipeline backs up both moves. VUE Health has $37 million in pipeline business for Q4, on top of what was already won this year. Kathryn expects to convert about three of every four prospects. In the early years, one in seven was a good outcome.
“Now I’m pitching for seven pieces of business and I’m getting five,” she added.
As a result, her team of 37 employees is on pace to double over the next year. The office is already too small.
From the Founder
Kathryn on the key behind a 75% close rate.
Leading From a Different Seat
The results Kathryn sees today changed how she runs VUE Health. For years, everything rode on her, and she admits some ego was tied up in that.
“I actively strive not to be the important one,” she said. “I strive to put everybody in their spot and in their lane, and elevate them as much as I can so I’m not the one carrying every ball up the hill.”
Each person gets the right KPIs, so they know what’s expected. This frees Kathryn to act as the visionary.
She stays with Predictable Profits for the problem-solving and the community. Founders carry a lonely job, and Kathryn values the accountability of people who work the problem instead of offering a pep talk.
This gives her a safety net, and the support shows up outside the office, too.
“I’m much less stressed all the time,” she said.
Kathryn also no longer answers emails from the sidelines of her kids’ soccer games.
This year she took a two-week vacation. She does not recall a vacation since founding the company without work in it. A new business opportunity pulled her in at the start. After that, she disconnected and spent the time with her family.
“That’s a huge thing for me,” she said.