Until its acquisition by Press Ganey in October 2020, Doctor.com was a tech company with the mission of helping healthcare organizations deliver a better customer experience at every step of the digital patient journey. As senior content manager, I worked on the marketing team to generate, nurture, and convert leads for both SMB and enterprise.
Doctor.com ran this full-page print ad in StartUp Health and the Digital Healthcare Transformation Assembly, directed at an enterprise audience. I wrote the copy here as well as the accompanying landing page doctor.com/stopburnout and the case study on our platform’s unique AI capabilities.
This case study accompanied the burnout ad that ran in StartUp Health. Read it here.
The enterprise sales team requested a one-pager that explained the modern patient journey. I partnered closely with the creative team to execute a piece where the writing would be complemented by stunning visuals. Here’s the result.
For Becker’s Hospital Review, we ran a pair of ads bookending a two-page article. I developed copy for these ads (the second one follows this image), and though I can’t take 100% of the credit for the article, I had a hand in the writing and editing of it. You can read the article here.
This is the second ad for Becker’s Hospital Review.
When COVID-19 began to spread across the US, Doctor.com quickly went to market with a free telemedicine solution to help clients navigate this new (confusing) era. We created this video to introduce the new product. I wrote the script. (Having issues viewing the video? Watch it on Vimeo.)
After Press Ganey’s acquisition of Doctor.com, we were invited to participate in its annual (virtual) National Client Conference — for the first time ever. But to so so, we had to submit a short video overview of our solutions. Working with product marketing, I wrote the script and collaborated with our animator on the visual representation. Watch it here or on YouTube.
This was a case study and one of the first pieces of marketing collateral I created for Doctor.com. I also assisted in the art direction. You read the full thing here.
We execute two versions of each case study: a long read and the one-pager for sales to send to prospects. Read the short version here.
For each full case study I wrote and saw through the design process, I condensed the content into a one-page version our sales team could send to prospects.
For this case study, I interviewed one of the two doctors at Advanced Pain Institute of Texas and wrote up two versions of the case study (one long, one short). You’ll noticed that this design is quite different from the previous case studies — particularly Dr. E’s. That’s because I worked closely with the creative team to reimagine what our case studies looked like, aiding in art direction at some points. You can read it here.
I interviewed Dr. Woodbury — a dermatologist in Cordova, Tennessee, and graduate of my alma mater the University of Chicago! — for this case study. Again, we made two versions (long and short), and I collaborated with creative on layout, icons, and images to create a case study that was clean and easy to read. Check it out here.
This was an early cheat she I wrote on the consumerization of healthcare and Amazon’s gigantic role in that. To date, it has been downloaded hundreds of times from email and social media campaigns as well as directly from the Doctor.com website. You can read it here.
The enterprise team asked us for a couple geo-targeted trends report for Metro Atlanta and Massachusetts. I adapted the questions for the survey, sent them out via SurveyMonkey, analyzed the data, wrote the reports, and collaborated with the creative team to get them ready in a couple of weeks. Read Atlanta’s report here, and, if you want, take a look at the Massachusetts report here (they’re fairly similar).
I work on email campaigns for content sharing and lead generation. This email accompanied a specialty-specific report we wrote based on a patient trends survey.
I create assets for the inside sales team to send to prospects. Here, they asked us for a simple product grid to compare our two offers (core and premium), the challenge being to present both as great options but emphasize premium. I also assisted in the art direction of this. Check out the whole thing here.
Another asset for our inside sales team. This detailed the capabilities of our core product offering. Read it here.
One of our sales folks was targeting rheumatologists and asked me to create a blog and one-pager to send to his prospects. Here’s the result.
I also quickly whipped up a handout ahead of a rheumatologist-focused trade show. Here’s that thing.
After a webinar we cohosted with the American Academy of Dermatology (I also developed the content for that presentation), we followed up by sending attendees a checklist. Here’s that checklist.
Similarly, following a webinar promoted by the American Academy of Cosmetic Surgery, we sent out a (non-AACS-branded) checklist. Here it is.
I also work with our partnership team in outreach and onboarding. Here’s an example of a handout I created for an in-person meeting. Check it out.
And here’s an example of an outreach document I created for the partnership team when prospecting associations. Read it.
This is something I created for the partnership team about our data offerings. Check it out here.
I help the trade show team with ad-hoc projects, from emails to print invites. Here’s one I did ahead of TOBI — a regenerative medicine symposium. See the close-up here.
The marketing team hosts multiple webinars a month, either with a Doctor.com partner or on our own. I am tasked with developing the presentation notes as well as the script. To view this webinar on SEO, click here or watch the presentation here.
Ahead of SHSMD (Society for Health Care Strategy and Market Development) 2019, the creative, marketing, and enterprise teams brainstormed a new trade show booth concept. We landed at the idea of a “knowledge center.” I named the booth, wrote the posters featured in our area, and helped to select or develop from scratch the content we stocked in the knowledge center “library.”
I wrote this case study on Sperling Dermatology. TBD on DV or conversations it leads to, but the sales and CS teams were super excited when they got the go-ahead to use it! Read it here.
The regenerative medicine and trade show teams requested a one-pager for ARMI. I wrote this about Google’s new restrictions on advertising regenerative medicine therapies. Get a closer look here.