The company was StepGenie, a platform helping USMLE students prepare for their exams. The interesting thing? The problem wasn’t the product The students who used it loved it The real problem was distribution So before touching marketing, we spoke to users We wanted to understand: - what they were struggling with - where they spent their time online - who they trusted - what content they consumed daily What we found was simple: Most USMLE students were spending time on: - Reddit - Instagram - YouTube - WhatsApp communities So instead of guessing - we built our strategy around their existing behavior First, we started creating youtube educational content based on the exact questions students were already asking in communities No random content No trends Just content directly aligned with real student pain points Second, we focused heavily on Reddit.…