Traditionally, coordination of benefit (COB) and patient involvement denials are time-consuming for hospitals to resolve. The following were content assets used in a pipeline and nurture campaign contributing to 32% pipeline growth that kicked off with a sponsored webinar with a trade publication. I developed the webinar content framework, recruited panel participants, and coached our COB product line SME with talking points. The trade publication versioned the webinar into a gated report that I edited. Those attending the webinar or downloading the report were nurtured with an email campaign that included one or more of the following campaign assets (linked), depending on their profile and level of engagement. I provided writing and art direction for most of the assets and directed the video shoot. I also created a series of organic social posts that referenced the company’s core differentiators in the space (expertise, service that included home visits, and ROI potential).
