I’ve created brand strategy and content for organizations that sell into hospitals, health systems, community hospitals, IDNs and other acute care providers. This has included hospital finance decision support, rev cycle AI, rev cycle outsourcing, document processing and storage, communications, in-room patient tech, endpoint technology, and more.
Samples are available below and if you’re looking for more targeted examples, just shoot me an email (growth@locutushealth.com) and I’ll be glad to send over a customized list.
Consulting Portfolio
Results
“We brought Megan in early in the evolution of our content marketing program, largely because she knew the language of hospitals and we didn’t have to translate. She got our email automation program up and running, was instrumental in improving our use of Salesforce, and helped us translate our deep internal knowledge and subject matter expertise into long-term, full funnel content execution”– Bill Blair, CEO, OiHealth
- Ranked second on Google for key hospital admin search term as a result of shift to themed content strategy
- Drove continual engagement for sales teams at regional healthcare finance conferences through email distribution of hospital-focused case studies, videos, and white papers
- Transitioned conference content presence from print white papers and case studies to digital, expanding into video, to reduce spend on conference attendance amid shift to focus on virtual conferences
- Increased email automation open rates through tracking most effective, hospital-focused subject lines
- Supplied content for critical ABM campaign aimed at hospital/health system roles and titles under finance, operations/BPO, rev cycle, IT, biz dev, and innovation and strategy
Projects
Hospital finance decision support company progresses to rich content presence and improved search ranking through end-to-end hospital content marketing plan
Hospital Vendor Specialization: Finance, budgeting, data
Hospital Roles/Titles Targeted: CFO, CIO, Finance
Length of relationship: 5 years, ongoing
Established hospital finance decision support software company was up against larger competitors with rich content presences that were recognized by leading publications in the field. They faced an awareness issue against these larger, better-known players in the space, needing support in content strategy, content creation, and sales coordination.
They offered an innovative and proven platform that provided tangible results to hospital finance leaders, but needed help turning their results, product offerings, and differentiators into a viable content funnel. I have worked with them to:
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- Identify issues around awareness, messaging, and differentiated content.
- Establish a content strategy that prioritized ongoing conversations with hospital finance leadership through identifying areas of thematic focus and launching aligned content including a newsletter, educational blog series, case studies, white papers, video, and social media. We also worked to create a customer marketing content strategy to add dimension to the experience for current partners and highlight their superior customer service experience in comparison to competitors.
- Extract and translate the wealth of internal knowledge available from their highly-experienced team on topics including: cost accounting, hospital data quality, margin analysis, and hospital budgeting.
- Design, set up, and maintain a cadence of sales content creation, distribution, and process refinement for conference attendance and email automation.
- Rank second on Google for a key content term
Referral contact info and samples available upon request
Publications and Credited Contributions
The Content Standard: Healthcare pillar. Series on leveraging market research to power B2B healthcare content.
Samsung Healthcare: Served as a member of Samsung’s content creation team; responsible for suggesting specialized content ideas as well as blogs and related content on healthcare technology designed to align with Samsung’s specific strategic goals within the healthcare vertical.
HP/Forbes: Because of my background in IT and healthcare, I was brought on to immerse myself in HP’s DaaS offering and marketing strategy and to create informative content geared toward CIOs and other IT decision-makers. Preparation included studying marketing collateral, webinars, and meeting with their marketing team to reflect their desired voice.
Wolters Kluwer: Career guidance for physicians including networking insights, tech perspectives, and business training advice (medical technology, medical students). Also an ongoing contributor for clinical effectiveness campaigns.
Business Solutions Magazine: Chosen for this position because of my applied background in B2B healthcare IT, regulations, EHR, data, and security. It was my responsibility to suggest topics that were most in line with the needs and challenges that IT professionals faced in the healthcare sphere.
Health IT Outcomes: I was responsible for creating content on EHRs, data breaches, revenue cycle, patient portals and general health technology.
Case Study: Behavioral/mHealth, Samsung
Case study created after extensive interview process with both partner and subject. Primary goal to showcase Samsung’s hardware as ideal hardware choice for healthcare organizations aiming to leverage mHealth applications to improve outcomes. (View live)
White Paper: Patient Engagement/Hospital Televisions, Telehealth
White paper created to…
- Highlight the client’s depth of experience in the hospital television and interactive patient care spaces
- Informing the market of the key competitive differentiators
- Educate hospital decision-makers on the vast potential of interactive patient care.
IPTV and Infotainment: Future-proofing the Patient Experience
Thought Leadership Blogs: Hospital IT & Security, HP/Forbes
Invited by HP to review marketing collateral and internal webinars to help launch their Device-as-a-Service offering via advertorials, businesses cases, and articles. Two of my resulting pieces were chosen for the launch of their Brand Voices presence on Forbes and are featured in their Industry Insights resources:
How the Device as a Service model tackles today’s biggest IT challenges
Step into the future of the modern workforce with DaaS
Blogs: Samsung Business Insights (Healthcare)
Invited by Samsung to suggest ideas, and create short and long-form content for their Business Insights initiative in the healthcare sector.
Press Release: mHealth Startup
Created press releases, website content, HIMSS applications, and other PR materials for hospital-focused m-Health startup. (View press release live)
Blogs: Physician Practice Management
Regular contribution fo long-form articles on the topics of ICD-10, HIPAA, healthcare marketing, ACOs, etc.
Blog Launch: Revenue Cycle
Industry articles, whitepapers, social media: Established revenue cycle company looking to enhance their online footprint and establish thought leadership within the revenue cycle community. After conversations around core competencies, goals, services, and product offerings, we created articles for their blog launch specifically designed to highlight and drive interaction with specific products and services.
We continually coordinated to produce in-depth materials focused on RCM management, ICD-10 transition, billing and coding, and accounts receivable. We also maintained a content map to ensure content aligned with strategic goals and product focus.
Content Strategy: Breaking Into Healthcare
Content strategy, newsletter, eBook coaching, website and social/SEO consulting: Merger and acquisitions firm looking to enter the healthcare arena. Established hub-based content strategy that incorporated social, newsletter, and guest posting material that fed leads back to the home site, incentivizing visitors to either contact immediately, or sign up for future engagement. Core content message based around narrative common among target demographic, with off shoot posts rooted in key pain points designed to created familiarity, likeability, and trust of the client brand.
Trade Magazine: Managed Services, Healthcare IT
Content creation: Established publication in the IT sector looking for fresh content in the healthcare market. Contributed suggestions for expansion into current healthcare news topics and issues, as well as weekly written content.
Health/Lifestyle
Website and publication built from the ground up. Involved assessing current market media offerings to identify brand-specific growth opportunities. (B2B content available here.) Connections with bloggers and industry thought-leaders were established as initial content to build social media followings (Twitter and Facebook Groups), and newsletter lists. Print publication created as a tangible reflection of brand values, and sourced from established authors.
Case Studies
Samples available upon request. Contact me here.
Press Releases
I create both formal and editorial-styled press releases for my clients depending on their audience and needs. Here’s an example of a formal release. The examples below (published here and here) represent more editorial-styled releases.
I’ve created brand strategy and content for organizations that sell into hospitals, health systems, community hospitals, IDNs and other acute care providers. This has included hospital finance decision support, rev cycle AI, rev cycle outsourcing, document processing and storage, communications, in-room patient tech, endpoint technology, and more.
Samples are available below and if you’re looking for more targeted examples, just shoot me an email (growth@locutushealth.com) and I’ll be glad to send over a customized list.
Consulting Portfolio