The Write Strategy
MyPTNS Patient Education Program
PTNS therapy requires patients to come in for 12 weekly appointments. This translates to an investment of time and money. Additionally most patients don't begin to see improvement in their symptoms until after 6 treatments. This results in patients who give up prematurely and providers who have to constantly reassure patients that their results are typical.
I developed an email-based education program with a weekly emails to patients based on their progression through PTNS therapy. These emails contain information about how patients can maximize their therapy results and what they can expect each step of the way. This program was set-up using HubSpot workflows. So, emails are sent at a predetermined interval.
This program was truly my brain child and I have been involved in every aspect. Highlights include:
Collaborating with my communications team on the name and visual brand
Writing the education emails (and corresponding handouts) which included soliciting feedback from key providers to ensure the accuracy of information
Creating landing page and sign-up form
Developing and delivering training to the sales force
Writing a blog post and social messages to promote the MyPTNS program
60-80% email open rate
Providers, patients and the sales force have all indicated that they find this program valuable.
Utilization continues to increase
Cogentix Medical Website
When the company merged with another, my team had the daunting responsibility of merging 700+ pages of content from two archaic websites into one website (cogentixmedical.com)
I discussed the situation with my communications team and we determined that, despite timeframe and limited resources, we were going to propose moving the combined website to the HubSpot platform
Created internal proposal to justify the additional expensive and timeline
Worked with my communications team to reimagine the website structure and to create timeline
Selected and managed web partner
Drastically edited or rewrote all web content
Introduced smart content, blogging and workflows for lead nurturing
60% increase in web traffic after the first 12 months
Significant improvements in Traffic Rank, Moz Rank and Marketing Grade
There's lots more!
Having been in communications for over 20 years, I have lots more examples of creative marketing strategy in action. These include:
Webinar audience development
Print and digital advertising
Private podcast for sales force
Sales contest design
Writing marketing policies