Head of marketing for early-stage healthcare technology company, developer of QuietCare, the first wireless, sensor-based behavioral monitoring system with software creating reports and alerts for at-home senior safety. Challenges: no marketing area in company, reseller failure, low awareness, lack of customer-centric communications and soiled data. Actions: Created marketing infrastructure, processes, strategy and plans to improve low product awareness. Developed a customer-facing channel marketing strategy and communications for dealers, consumers and professional audiences including advertising, PR, web, print, partnerships and training.
·Established consistent messaging relating QuietCare’s vital information to independence and better care
·Created DRTV, print, online content, sales support, analysis, training for DTC and clinical markets
·Units in service and revenue increased over 200% June 2006 to December 2008
·Key factor in attracting double-digit minority investment leading to acquisition by GE Healthcare in 2009
Hired new public relations firm, developed annual plans, achieving prominent major media/trade coverage:Wall Street Journal, PARADE, USA Today, NY Times, AARP Magazine, U.S. News, Forbes, Financial Times; major metro newspapers, radio and TV; CBS, NBC, ABC. Trade: McKnights, CARING, Advance, Assisted Living Consult.Web:Caregiver, McKnights, Telecare Aware, Success in Home Care, Long Term Care Management, Savvy Senior, Bottom Line.
Created new consumer marketing, lead and partnership programs, increasing sales 56% in six months.
·Supervised online agency for quietcare.com. Upgraded web content, organization, client administration, lead capture.Directed keywords and SEM plan, SEO and promotional landing page development.
·Produced $500K national DRTV/catalog/online campaign 1st-3nd Q 2007: three commercials, media buy, websites. Managed dual call center / data analysis process. Results: 12.5% - 15% lead conversion.
·Developed senior and boomer-targeted consumer sales presentations, sales training, template ads, promotions and community programs for contract sales force and national distributor marketing program
·Dual target of seniors 70+, boomers 40-61
Positioned marketing to support sales/clinical account service team for senior communities and home care. Improved reach and presence to non-profit communities (75% of units), professional staff and associations.
·Developed multiple segmented databases for suspect/prospect/lead generation and tracking. Coordinated manager contact data for targeted pre/post-show calls, emailings, post-show follow up.
·Created 2008-2009 national and local industry association relationship strategy. Directed trade show scheduling, event support, onsite events, sales team coverage and press coordination.
·Developed collateral, competitive analysis, presentations, webinars and facility staff training materials for system implementation. Synthesized industry research on aging issues and technology.
·Deployed PR outreach to aggressively reach facility C-level / director decision makers and professionals: bylined articles, trade show coverage and events, spokespersons and community joint marketing
GE Healthcare investment fall 2008, developed co-marketing per agreement. FDA registration. Created 2008-9 media, PR, trade show and association management plans. Press announcement, rebranding, new sales materials, PR, website transition; FDA-compliant marketing procedures; redesigned training manual. Transitioned marketing to GE control as part of acquisition process.