Marketing analytics is a core function for any business that wants to achieve sustained success. It’s important for leaders to understand what worked and why for ongoing investment.

AI reports generated from various digital tools are great if you work in this field and can understand them, but in public health, we are often reporting to leaders and executives without the digital data literacy necessary to appreciate or understand all the findings or the time necessary to comprehensively analyze the results. 

This is where I come in. In addition to providing custom web and social media data analytics reports that connect to your overall organizational priorities, programs, and audience, I also include narratives to help you humanize that data and tell a story. Storytelling with data helps decision-makers understand your Google dashboard and marketing strategies within slide decks, annual reports, etc.

• Audit your existing content with data-informed strategies for improving your search engine optimization
• Web content migration strategy (i.e., what stays, what goes, what gets updated)
• User experience (UX) and user interface (UI) review of your website with recommendations
• Digital content marketing strategy development (i.e., how to leverage one piece of content across platforms with an omnichannel approach)
• Digital accessibility baseline compliance review
• Trend analysis based on current events, time of year, platform, etc.        

I specialize in developing an organic content marketing strategy that leverages your quantitative data (e.g., your Google analytics, Google search console, market research) with your qualitative data (e.g., conversations with healthcare providers and patients, social listening, timely news trends, and social media trends relevant to your mission). 

I use that data to create a custom editorial calendar of authentic content and imagery that meets your needs and gets noticed.

Is the quality of your website and social media content consistent with the quality of your organization or business? I help you identify blind spots in your communications plans, enhance the consistency of your overall output, and build thoughtful and evidence-based content that also has a chance at showing up on a search engine results page (SERP). 

Are leaders within your organization recognized as trusted experts in the field or do they need help growing their digital footprint?

Some of my strengths in this area include: 

• Deepening online engagement and streamlining content strategy to content development and execution for measurable results 
• Expert translation of study findings, policies, and clinical guidelines into consumer content written for SEO and content designed for easy copy and paste into your content management system.
• Website articles, branded content, thought leadership, blogs, landing page copy, newsletters, white papers, marketing materials, video scripts, campaigns, social media posts, webinars, custom program materials, and more
• Integrating social media into your full range of marketing and business development activities – including setting up profile pages, writing copy, preparing content calendars, branded graphics, etc.

• Image selection for technical and medical accuracy and in accordance with guidance and brand 
• Working in partnership with professional photographers and video agencies on custom photography, animations, and videos to accompany web content, brand journalism, and/or research reports 
• Wireframing and mockups for the preparation of resources, toolkits, and web pages
• General copyrighting needs for your digital communications and marketing materials

I have experience providing a wide range of courses to providers, teachers, students, and other community stakeholders and lessons and education to K-12 students. Although I am based in the Chicago area, I am willing to travel and also deliver training online – working with you to cultivate training plans and develop curriculums to meet your education and professional development needs. 

The American Society for Dermatologic Surgery Association (ASDSA), the advocacy arm for patient safety, access to specialty care, skin cancer prevention and education and fair and appropriate reimbursement, had a “News You Can Use” section on their website but it was buried and password protected. I recommended modernizing their advocacy efforts and moving the section to the homepage with open access for all and a regular cadence of timely and often reactive content. Today, organizations need a strong public voice on digital media to advance their public policy agenda. 

To help them get started, I developed a number stories based on journal findings and connected them to ASDSA position statements. I included additional resources to partner organizations and internal links to other relevant content on their own site in each story. For example, in Tanning Bed Ledislation for Minors: A Comprehensive International Comparison, I summarize the paper’s key findings, provided a quote from one of their organization’s leaders, and connected it all back tothe ASDSA position statement on indoor tanning. Once published, I created copy to promote it on their social media platforms.