Prior to July 2018, the writer creating content for the CRM campaigns had been with Roper St. Francis for 18 years. With the campaigns serving as key patient acquisition and nurturing tools, Roper St. Francis needed a writer and project manager who not only understood healthcare, but also understood the Roper St. Francis brand and voice.
“To be honest, we were anxious about hiring an outside resource,” says Nichole Stevens, Roper St. Francis director of marketing. “For 18 years we had the same writer and it was scary to trust someone to do this when the whole organization was watching.”
There were also “a lot of pieces and moving parts” to the campaigns, which required multiple deliverables that needed to be optimized for various marketing channels.