Change Healthcare Executive Visibility Strategy
As a partner on the ICF Next team, I helped position Change Healthcare executives as trusted thought leaders and solidified the company’s reputation as an insightful, innovative and transformative healthcare technology firm during a pivotal time — it was ramping up for a merger with Optum, and prominence in the marketplace was more important than ever.
We began the strategic planning process by assessing the current state of online content and social media channels, messaging and content performance. We conducted an industry vertical analysis to identify opportunities to better insert Change Healthcare into key conversations and performed a competitive evaluation of the healthcare and tech spaces, examining how other aspirational leaders were using their spheres of influence to tell their company’s story.
After sharing our findings in a client collaboration session, we identified the program’s executive participants, set the strategic vision and selected content themes. We then proposed breakthrough topics, interviewed executives for unique POVs and developed an editorial calendar for all content assets, including bylines, blogs, videos and reactionary posts. I managed the editorial calendar, owned content development, oversaw copywriters, led editorial reviews and tracked performance metrics. Once bylines were approved, I created content for social media amplification, both organic and paid, and grew executive reach and engagement on LinkedIn. We successfully placed bylines in outlets like Forbes, Healthcare Business Today and Healthcare IT Today.
Sample of Published Articles:
Forbes | Technological Fixes To Ease The Labor Shortage Issues In Healthcare
Healthcare Business Today | Is a Virtual or In-Person Visit Better for You?