A technology company with a focus on healthcare operations had a brand identity crisis. They had two different websites -- one for the company and one for the product; an internal disagreement on which product offerings they had, what to call them, and how to bundle; and lacked the copywriting for marketing to explain how valuable their technology could be for the industry.
I worked with the CEO to understand the business strategy and goals of the product. I made recommendations along the way and asked many questions that made him rethink his strategy. By combining my marketing strategy alongside his business plans, we were able to make decisions on the product line and offerings in order to brand them. From there, I wrote copy for one website that detailed both company and product. I created a mission, vision, and values with the messaging platform along with a boilerplate to help guide them in new ideas. I tailored five case studies for each of the product value propositions to highlight each individually as well as a company fact sheet with high-level product information and a pitch deck.
The company achieved a solid brand and product offering to present to investors, healthcare systems, and current clients. With direct messaging that created an impact, they were able to close much quicker, including a deal with a major healthcare system and upselling current clients.
A business texting platform needed to create compelling content to establish thought leadership, improve product marketing, and increase sales.
Working with the VP of marketing, I created a content calendar with potential topics and campaigns to increase consistency. Initially, I produced 3-5 new blogs a month focused on different verticals and use cases. I worked with customers to create case studies for sales to close deals faster. To establish thought leadership, I wrote high-level playbooks, white papers, and guest blogs on tech sites. Reviewing old content and applying keywords for SEO, I rewrote copy for the website and blogs to increase visibility. With company growth, I worked closely with the product team on new releases and features to write pieces on specific industry related content.
The targeted and increased content resulted in a 75.85% increase YoY in demand generation and pipeline creation. This increase correlates with expansion into five new markets outside of the primary vertical.
A telemedicine company lacked engaged providers who had to market to their patients as well as establish both B2B and B2C marketing strategies. The concept of telemedicine was still new and not well adopted among both providers and consumers causing much skepticism and required educating the audiences.
I created a quarterly campaign of topics that were relevant to the specialty and a strategy to recruit providers along with an onboarding process to have providers market to their patients while I implemented direct to consumer campaigns to enhance it. Capitalizing on national issues that generated buzz, I was able to elevate our offering and increase brand awareness. I focused on key states that coincided with the business strategy to make marketing campaigns relevant to each geographic location and enable sales to have qualified leads.
Increased providers by 15% and marketing effectiveness by 50%. Conversions from digital efforts increased assuring that new messaging resonated with consumers and providers. The sales funnel had more activity and leads converted much quicker.
A tech startup with an AI scheduling software for healthcare needed marketing and sales alignment to increase demand generation and grow the business to a successful exit. The pandemic put freezes on staffing in the company with layoffs threatening the scale to an industry that was heaviest hit during the pandemic -- hospitals and doctor's offices.
I worked with the founder & CEO as well as the VP of sales and marketing to put together a comprehensive content calendar, audit and create new sales materials, form strategic partnerships and PR outreach, and develop webinars that were well-planned and targeted to the audiences.
Increased sales and brand awareness through PR and demand generation. Company built to multiple million ARR and an eight figure exit by Phreesia (NYSE: PHR).
Below you'll find a sampling of different projects and outcomes I've created.