Change Healthcare Executive Visibility Strategy
As a partner on the ICF Next team, I worked on Change Healthcare’s executive visibility strategy to position executives as trusted thought leaders, solidifying their reputation as an insightful, innovative, and transformative healthcare technology company. It was a pivotal time, as Change Healthcare 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 where there was opportunity to better insert Change Healthcare into conversations. We also performed competitive and industry evaluations in the healthcare and tech spaces, examining how other aspirational leaders were using their spheres of influence to help tell their company’s stories. After sharing our findings in a client collaboration session, we identified the program’s fourteen executive participants, set the strategic vision for the program, 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, oversaw copywriters, led editorial reviews, and tracked performance metrics. Once content was approved, I created content for social media amplification, both organic and paid. We also had great success with targeted earned media coverage, placing articles 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?