The Work
Advertising & Marketing
How do you make sure critical marketing dollars are used effectively? Start with an objective. What do you want to happen as a result of your outreach? Are you looking to fill the sales funnel, raise funds, educate your audience or grow your brand presence?
Next comes knowing your audience. Not just their demographics, but where they get information, who they trust, what they want, why they want it and what content will turn interest into action?
Use that knowledge to develop compelling content (print, digital, video, audio, live events, etc.) for your target market and share that message via channels preferred by your audience. Then measure, revise and repeat.
Social Media Campaigns
When I arrived at the human services agency Hopelink, the organization had no formal digital strategy in place and spent a significant portion of their budget on a seasonal print mailer distributed via The Seattle Times. Approximately 75 percent of the spend on that document went to zip codes outside the Hopelink service area. In order to improve audience targeting I shifted that spend to a digital and social media campaign with The Seattle Times. We supplemented that initiative with an internally driven social media campaign that consisted of three posts per week on Facebook, Instagram and Twitter. The results:
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Online contributions more than tripled from $641K to $2.7M in FY 2020 alone and increased as a percentage of revenue from 6 percent to 18 percent
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Total financial contributions doubled from $7.4M in 2019 to $15M in 2021.
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New donors increased by more than 400% in 2020.
Media Relations
As the head of an agency health information technology PR practice or as an individual contributor in other organizations, I or members of my teams placed articles for clients/employers in The New York Times (syndicated), The Wall Street Journal, The Seattle Times, USA Today, Discover, Wired Magazine, Forbes, Modern Healthcare, Medical Economics, Hospitals & Health Networks, Health Leaders, American Medical News, Modern Physician, Medical Imaging News, Diagnostic Imaging, the Puget Sound Business Journal, 425 Magazine, Seattle Business Magazine, and more.
Product Marketing
MCG Health launched an interactive tool for delivering and documenting the delivery of evidence-based care. The intent was for customers to integrate the MCG solution within their existing electronic
health record (EHR). I used the Health Information Management Systems Society database to identify hospitals that used one of the EHR systems with which the solution could integrate and then broke them down into existing MCG customers (upsell ops) and greenfield opportunities.
Working with product managers I developed unique value propositions, product messaging, sell sheets, presentation decks, webinars, a telesales campaign, a training deck for the sales team and more.
The initial launch generated sales appointments with a conservatively estimated one year average value of $3M and five year value of $15M, along with nearly 400 self-selected sales leads via webinars.
Annual Reports
DNA. Proteomics. RNA. Microfluidics. Computational biology. Gene sequencing. Mass spectrometry. Transcription factors.
Protein factor binding sites. Biomarker detection.
How do you take a year's worth of research from some of the world's most renown geneticists, biologists, mathematicians, engineers, computer scientists and physicists, and condense
it into a single document that appeals to other researchers, journalists and laypeople?
You do it by combining compelling vision, fascinating milestones and awe-inspiring images with a story that holds meaning for target audiences. The story isn't about a binding site. It's about how finding that binding site or biomarker will one day allow us to live longer and better lives with those we love.
Redesigned SharePoint intranet site
Intranet Development & Management
When I arrived at FUJIFILM Sonosite I conducted an internal communications audit to identify what tactics added value and which presented opportunities for improvement. Revising the company intranet, which employees rarely used, rose to the top of the list. Initially developed using Drupal, the site contained no news about the organization for employee consumption and finding desired content was challenging. Collaborating with multiple departments, I built an entirely new user-friendly SharePoint site which included company news, one-click access to most-searched content and employee feedback mechanisms.
Original intranet site
Video Production for an Internal Audience
Gartner and other industry analysts have found that when employees feel that the work they do makes a difference in the world, job satisfaction, employee retention, and in some cases job performance, increases.
I directed, shot and produced this video to help employees at FUJIFILM Sonosite see how important the work they do every day is to patients and clinicians around the world.