Writing and producing communications that facilitate change
“Change is inevitable. Success is not.”
I write/create communications that help internal and external audiences embrace major change, including emerging technology and game-changing industry transformations. My 20 years of experience is within various industries including: • information technology/systems • healthcare • automation/robotics and supply chain logistics • professional services (law, insurance, financial)
I have directed communications, PR and B2B content marketing in both agency and large corporate settings. Writing skills and strategic plan development expertise are at the core of my work.
WHAT I DO I can deliver your discrete writing assignments for marketing or corporate communication purposes or build extensive longer-range content marketing programs. My writing ranges from bite-size social media content (including short videos) to major articles and white papers.
I can also take on months-long change management communications when internal resources are not available for the task. Here are some examples of the types of results my work has achieved.
FAST BUSINESS GROWTH VIA B2B MARKETING My message development work for B2B tech marketers is designed to articulate complex offerings. Aggressive content marketing programs spread the word.
For Lumen Legal (database-driven legal staffing services): I spearheaded and managed a 3-year program of white papers (thought leadership), guest editorials and case studies articulating the CEO’s vision for a new era of corporate legal services. Business growth averaged 40% per year during this integrated campaign.
For Atlas Technologies (automation builder): Persistent multi-year content marketing fueled a newly created automation niche that helped the automotive and appliance manufacturing industries become leaner and more flexible. Competitors soon jumped into the fray. We dominated the conversation, however, with case studies and other editorial content that I wrote and disseminated. By year six, Atlas had outsold all competition combined.
VERIFIED SUCCESS FOR CHANGE-MANAGEMENT COMMUNICATIONS At a 5-state healthcare system (Providence Health & Services), the two-year transformation of 27 hospitals and hundreds of clinics to a single Electronic Health Record system was turbulent and complex. The radical process change affected over 70,000 employees and physicians in functions ranging from patient care to billing.
Hospital/clinic group leaders gave an average score of 4.4 (very satisfied) out of 5 for the intensive internal communication program that I directed during this time. This survey scores far surpassed stakeholder scores for general regional/system communications at Providence.
RESUME HIGHLIGHTS
Independent Communication Consultant/Writer 2018 to present Latest work (2019) includes internal change-management communication project for Data Scientists and senior management at Amgen, the world’s largest biotechnology organization.
HealthCare Partners operates a six-state system of primary care and urgent care clinics. Managed care models are coupled with both government and commercial insurers. My work:
• Development of employee engagement programs for physicians and clinical staff (care delivery transformation)
• Key messaging platforms for organizational priorities
• Email newsletters, articles, announcements, video productions and resources for managers (FAQs, talking points, presentations)
• Innovative tactics that enhanced in-person communications included messaging for clinic huddles and social media support
Providence Health and Services (Renton, WA) Director, IT Communication (Epic) 2011 - 2016
• Directed the internal communications team and wrote key announcements during the multi-year conversion to a single Epic Electronic Health Record (EHR) system, impacting 70,000+ employees/physicians.
• Developed strategy to address high levels of resistance, then created/executed extensive communication plans for implementations at 27 medical centers and hundreds of clinics and labs in five states
• Wrote/coordinated communications for C-level executives at regional and system level
• Author of editorial series on population health and mental health initiatives, including social media component (SEE CV PORTFOLIO)
Smith-Winchester (marketing/PR agency) Manager, Public Relations Services 2004 - 2009
Created/executed branding, marketing, and PR programs for clients in the financial/professional services, healthcare, supply chain logistics, manufacturing automation/robotics, and other tech sectors.
• Budget/plan development, media relations, writing/coordination of press releases and feature articles; creation of digital and print promotions, promotional videos, web content development, and social media (blogs, forums)
• Google AdWords/Analytics: early program creation for clients
PUBLICATION HIGHLIGHTS
• Contributor of research to the best-selling business book: The New Rules of PR and Marketing, by David Meerman Scott
• IABC presenter (Five Pivotal Moments for Communicators During Major Change), 2017
• My articles on e-marketing and public relations have appeared in national PRSA and other publications