Content strategy

Problem

This leading health insurance company had a massive amount of content on their consumer and member facing website, leading it to house outdated content, and feel disorganized with unclear direction for the user.

Solution

Working closely with the agency’s UX leadership, a content audit was undertaken to review the content available and determine content lifespan and viability. From there, a taxonomy was developed to categorize and organize viable content. This effort then contributed to the web architecture and creative development of the next generation website.

Problem

This pharmaceutical brand was preparing its product launch. Consumer and HCP messaging development was needed to establish content cornerstones in order to streamline messaging, content use, and future project development for regulatory approval.

Solution

A message matrix was developed to determine message goals and tone. Working with brand leadership and pursuant to a deep dive into support materials, key messages were developed, refined, and reviewed by regulatory. Key messages were than deployed for use in creative projects, resulting in streamlined content development, editorial review, and regulatory process.

Problem

This medical device brand wanted to elevate current HCP and Consumer messaging to create an impactful narrative that resonated deeply with its audiences, motivating advocacy for the brand and use by consumers.

Solution

A message framework was developed to determine desired brand perception, message pillars, content topics, key primary and secondary message, and overall tone, supported by appropriate resources and effective reasons to believe. Once the client agreed with the strategic groundwork, the brand voice and key messages were ready to be deployed across new campaign materials.

Problem

This pharmaceutical brand lacked an established editorial calendar for their social media and website campaigns.

Solution

The brand had message and reference pillars that could be utilized to create a message and reference library. Utilizing an omnichannel framework that defined the message and housed the references and annotations, content could be streamlined for multiple audiences, utilized for special event promotions, and expanded use across platforms, creating cohesive messages across platforms.

Problem

To develop a singular project of a field playbook, segmentation needed to be clearly defined in order to communicate effectively throughout the customer journey.

Solution

Customer personas were established along with journey mapping, allowing for a language roadmap to be developed. The result was an effective tool to guide customer communication and interaction.