David Schmidt

Content Strategist, Copy Editor, Copywriter, Developmental Editor, Ghostwriter, Writer

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 (El Segundo, CA)
Director, Internal Change Communication
2017 - 2018

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

Categories
Content Types
Blog Post, Website Copy, Product Description, Case Study, Press Release, Ad/Promotional Copy, Email Newsletter, Script, Corporate Video, Documentary
More Information
University of Michigan, Bachelor of Arts
Wayne State University, Master of Education
Los Angeles, CA, USA|English
Publications
N/A

B2B Marketing

3
PDF upload
Article
B2B Technology Marketing_Trends in Selling F&I (Finance & Insurance) Products.pdf

Article on new technology and processes for selling Finance & Insurance (F&I) packages to customers at auto dealerships. I wrote this article for client GMAC Insurance; it was published internally and externally.

PDF upload
Whitepaper
B2B Whitepaper_Law Industry Cost Containment

Lumen Legal was already disrupting the law industry with its cost-cutting document review services for the discovery phase of large-scale litigation, via contract legal professionals including offshore resources. This whitepaper outlines the evolving trend of “best-shoring” this work. Resources are selected based on project requirements, tapping both offshore and regionally advantageous domestic sources.

PDF upload
Article
B2B Marketing_Integrated Die Handling Systems_ article and ad.pdf

Article and accompanying ad promoting advanced manufacturing technology. Ghost-written for PR client Atlas Technologies (Fenton, MI) for publication by a major manufacturing technology trade publication that is read by metal forming operations management in automotive and other durable goods industries.The article explains how achieving fast, controlled access to stamping dies can increase production capacity without increasing the number of presses or adding floor space.

Employee Integration after Acquisition

4
btobopportunities.wordpress.com
Blog Post
Messaging for Internal Communications During Integration
October 30th, 2014
btobopportunities.wordpress.com
Blog Post
Communication Tactics and Tools as Employee Integration Begins
November 17th, 2014
strategic-outreach.com
Blog Post
When the change initiative changes
May 29th, 2013
strategic-outreach.com
Blog Post
Employee Integration After Acquisition – the Communications Factor
November 25th, 2014

Published Content

4
angelcitychorale.org
Website Copy
Audition for Angel City Chorale!

I wrote complete website copy for this world-traveling, music industry non-profit (2018). Portrayed the group's unique combination of artistic achievement and community service.

strategic-outreach.com
Blog Post
Length Matters
January 20th, 2017
strategic-outreach.com
Blog Post
Crack open a good nut graph
February 9th, 2017
strategic-outreach.com
Blog Post
Look at the Load
July 24th, 2015

Healthcare

6
btobopportunities.wordpress.com
Blog Post
Maintain a Reliable Channel for Updating Core Leaders (Managers and Above)

Blog Post

November 11th, 2014
providence.org
Blog Post
Population Health Series_We will Embrace Proactive Care Models

Integrated care teams are moving patient care services from reactive and preventive to "anticipatory." Over 70,000 Providence Health & Services core leaders and staff across five states received the article in their weekly e-newsletter, part of a 10-article series on population health initiatives at Providence.

July 31st, 2016
blog.providence.org
Article
Myth #3: Mental illness often leads to violent and dangerous behavior

I authored this article for an e-newsletter/ social media series that anchored a thought-leadership campaign on mental health. The 5-article “myth” series coincided with a major donation and long-term commitment by Providence related to mental health awareness and services.

September 30th, 2016
PDF upload
Press Release
FAQ_Acquisition-Merger Integration Communications.pdf

After a definitive agreement was signed for the partnership of 34-hospital Providence Health & Services and 16-hospital St. Joseph Health, there was considerable angst within the ranks, especially in California. Along with announcements, we crafted this FAQ for Providence’s managers/staff to help foster the right expectations.

PDF upload
Email Newsletter
Healthcare Information Systems_Electronic Health Record Transformation

Moving away from dozens of varying software systems and paper charts, a five-state healthcare system embarked on a multi-year conversion to a single Epic Electronic Health Record (EHR) system, impacting 70,000 employees/physicians in 27 medical centers and hundreds of clinics. I led the communications. We needed to address pockets of resistance to this implementation and the upheaval it could cause, so we created this one-page piece that related specific benefits of the new system to the vision for the organization – for both patients and caregivers.

linkedin.com
Article
Healthcare System Mission and Vision Statements Sound a Lot Alike. One was Once Different.

Mission statements that are personal, not corporate, will resonate with all audiences. Better yet, make them in the voice of the customer. I lived and breathed this one for six years.

© ClearVoice, Inc.