Tag: health

Ascension Health – Channel Best Practice Guide

Ascension Health – Channel Best Practice Guide

by Leigh Hoopes

In tandem with the Primary Care Content Strategy created for Ascension Health, the client also needed an in-depth best practice guide for their internal marketing team. This 180+ page guide included an overview, best practices, additional considerations, writing & design guidelines, and measurement approach for 12 different channels (physical and digital) and six different types of content.

The excerpts below are just a small sample of everything that was included in this document, which was created in GoogleDocs for the client and their team to be able to update themselves as needed. This was a big labor of love, and I worked closely with an editorial team, copywriters, and production designers to craft a really solid foundational guide for the Ascension marketing team.

Digital Channels

Excerpts from the Blog, CRM, Email, Display, Native and Website sections of the Ascension Channel Best Practice Guide.

Content Types

Excerpts from the Content Types & Formats section of the Ascension Channel Best Practice Guide.
Excerpts from the Social Channels section of the Ascension Channel Best Practice Guide.
HP, Inc. – Healthcare Content

HP, Inc. – Healthcare Content

by Leigh Hoopes

HP, Inc. was looking to launch a new B2B healthcare solution and wanted to attract IT Decision Makers (ITDMs) within the healthcare space. HP had an established a five-box framework for their content approach, and the healthcare client wanted a complete set of new content assets for awareness and eventual lead generation.

We recommended a modular but easily connected and amplified system of content that spanned the full Healthcare IT buyer journey that included infographics, eBooks, White Papers, Business Guides, Case Studies, and Product Documentation.

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