Content Marketing

One of the most exciting products of a good customer relationship is the interest in touting mutual success. I’ve been able to maintain strong relationships with customer thought leaders and offer opportunities that allow them to tell their story and gain exposure, while aligning the Philips brand with trending market themes, reputable content, and some of the healthcare industry’s leading societies, associations and news sources.

Relatable storytelling is the most powerful tool to help reach an audience. I’ve written stories designed to reach patients and families, as well as clinical and operational health system stakeholders. However, no story can be completely successful without the proof points to support it; therefore, the meat of the work is in solidifying these claims upstream and establishing reputable credibility to become a storyteller in the first place.

Even the greatest stories will be unsuccessful if they’re not retold. Amplification of content is critical to getting it seen and heard, and employee advocacy channels should always be the first tactical step. This tactic has become a best practice of mine, not only to leverage a completely free and organic way to amplify content, but to continually reinforce the brand and tone of our business, and give our employees the chance to tout the topics that contribute to their own pride and livelihood.

It’s all about timing. As frontline customer interactions are taking place every day, it’s critical to have materials available that can help reinforce positioning of value to the right customer segments and stakeholders at the right time. Whether it’s technical content to help concisely show how something works, recent research to help build credibility, or a recent relevant success story, I have worked to create and curate content to help move customers through their decision journey and closer to our brand.