Maia was entering a crowded EHR market where switching systems meant changing an established workflow. A sales-led approach struggled to overcome that barrier, with more than half of scheduled demos resulting in no-shows.

The challenge wasn't just getting physicians interested. It was giving them a reason to try something new without asking them to replace everything first.

The answer was already visible in how people used the product.

More than half of frequent users were power users of voice transcription, and physicians described a “fear of losing it” after trying the feature.

Unlike replacing an EHR, transcription solved an immediate problem without requiring users to abandon their existing system.

Instead of asking physicians to adopt a new EHR upfront, I focused the experience around the workflow they were already willing to adopt.

Voice transcription became the entry point: users could capture consultations, generate clinical notes and export them back to the EHR they already used.

Adoption could start before switching did.

I redesigned the transcription experience and its place in the product, making it directly accessible to trial users and connecting it to workflows such as patient records, scheduling and follow-up.

Alongside a 7-day trial followed by freemium access, this turned transcription into the foundation of a Product-Led Growth motion.

Transcription became Maia's flagship feature and the main entry point for product adoption.

The product moved from asking physicians to replace their existing EHR to giving them immediate value first, then progressively creating reasons to bring more of their workflow into Maia.