Project: Report on the Health Tech Industry Post-Pandemic
Client: Internal research/thought leadership project conducted at Allison+Partners.
As a senior lead in Allison’s first-ever health practice, I partnered with our Managing Director and the agency’s Research team to develop original content expressing a unique POV on the future of the health tech sector.
As a first step, I led the Health team in conducting a meta-analysis of current industry reports. I then worked with Research to develop and deploy a survey to healthcare professionals about their industry predictions. Finally, I led qualitative interviews with agency clients and allies to pressure test our quantitative findings. After gathering and analyzing all the data, I served as the lead author for all associated content.
Our goal was to combine data-driven insights with actionable takeaways for marketing and communications professionals looking to differentiate their brands in a crowded market with declining levels of investment (see below).
We gated the white paper and hosted it on a landing page created with our marketing automation platform in our to capture prospects’ information. With a small investment in paid search and social media, we were able to generate over 100 leads.
Storytellers: Capitalize on Pandemic Momentum
Tip 1: Tell stories that highlight your real-world impact, and that have a true narrative arc
Tip 2: Start with your audience’s paint points, not your products or services
Tip 3: Humanize your brand by making a clear connection between your tech and improvements to the patient experience
Tip 4: Extend storytelling to all available channels for maximum reach and impact
