Copy and Content strategy

Project :

Enterprise Health System, Industry: Healthcare

Objective:

Build content infrastructure for B2B marketing and sales to explain the benefits of the software to small and mid-range health insurance providers in the United States. The solutions specialized in the following offerings for Medicaid & Medicare providers.

• Enrollment & Payment Management
• Case Management
• Care Management
• Financial Reconciliation
• Reference Management

My approach: Understand the product & establish a target audience

Product Research

First, I interviewed product owners, architects, developers, and other stakeholders to learn about the product’s offering.

Webpages

Created website landing page as initial touchpoint where potential customers will learn about EHS. I also built FAQ and help pages, keeping the content concise and solution-oriented.

Blog Posts for Outreach & SEO

Published regular, informative, and keyword-rich blog posts help position the software product as an expert offering in healthcare.

Whitepapers

In-depth content that educated potential customers about the value of EHS, industry trends, and the importance of improving technical infrastructure.

Email Drip Campaigns

Crafted an automated series of emails targeted at prospects who’ve shown interest in EHS but have not yet taken the next step.

1. Introduction
2. Value Proposition
3. Customer Success
4. Free Demo Offer

Webinars & Live Demos

Developed content for live webinar opportunities for prospects to see how the software works and ask direct questions with Subject Matter Experts.

Sales Deck

Created polished, comprehensive sales decks for direct outreach to potential clients.

Client Onboarding Materials

Designed a step-by-step guide for a seamless onboarding process, with comprehensive training resources to ensure clients fully understand the software’s functionality and can easily navigate its features.