Creating Strategic Content and Communications Campaigns for Healthcare Audiences Across the Full Customer Journey and Acquisition Funnel

Throughout my career I've developed strategies and content across both DTC and B2B audiences, to grow both sides of a business. In my time at SonderMind I took a lead role in the strategy and development of content, communications, and paid marketing efforts to drive and capture leads for all B2B audiences–specifically, clinicians, payors, health system partners (including the VHA), enterprise business, and other corporate partnerships. I led brand strategy for several years, becoming an expert on related current events, industry trends, competitors, and each audience segment's specific motivators, routinely analyzing data sets and reports to extract important and useable insights. 

I worked closely with sales and commercial-facing teams to build clear audience personas, segments, and positioning, writing and documenting the unique value propositions and core messaging for each. From there, I built customer journey maps with the teams for each persona, understanding the nuances of their engagement points and key opportunities for optimizing the sales cycle through content, messaging, and communications.   

Below is a small sampling of content that I wrote for various B2B audiences and supports the strategies referenced above.