Best Case: Filling a Gap in Marketing Leadership and Execution Results in Accelerated Growth
Interim Head of Marketing Leadership and Creative Services to Develop and Deliver Lead Generating Event Campaigns and Funding Tactics
Interim Head of Marketing Leadership and Creative Services to Develop and Deliver Lead Generating Event Campaigns and Funding Tactics
“Susie Hays breathes life and positivity through her expertise and passion as a market strategy executive leader. I had the privilege of collaborating on a wide range of marketing strategies with Q2Mark and feel I saw the breadth and scope of their prowess from re-branding, reputation management, the launch of digital and social media targeted market campaigns, the launch of a new website, customer-facing letters, surveys, and more. Aside from trusting her recommendations and strategy completely, I thought the deliverables of her campaigns were incredibly powerful and compelling, which has the desired market results she consistently delivered. She is an artist, storyteller, strategist, level-5 executive, and friend.”
Kris High
Head of Operations and Growth
Health Scholars
Founded in 2017, Health Scholars engineers, designs, and sells their virtual reality (VR) simulations and cloud-based training platform to hospitals and health systems for the competency development and assessment of their clinicians. Health Scholars software enables clinical educators to quickly deliver immersive, standardized simulations for protocol-based high-risk training scenarios in emergency care, labor, and delivery, and OR to any size learner population. They provide a safe space where clinicians can repeatedly practice high-stakes scenarios, gaining the skills and readiness to improve their real-world performance. Their immersive simulations enable clinicians to practice real-time communication, teamwork, decision-making, and critical thinking, helping them hone competencies, improve resiliency, and deliver highly reliable care.
In 2020, Health Scholars’ new business development emphasis switched to Emergency Medical Services, during which time they lost brand awareness in the hospital space due to competition. When Q2Mark met with Health Scholars, they were aggressively working to expand their product library for greater maturation. Unfortunately, the marketing strategies and tactics they had in place were not engineered and aligned for maximum results, meaning the business had been underdeveloped and wasn’t contributing to the company’s growth efficiently.
When we began working with Health Scholars, they had several marketing functions that were broken and holes in their systems that needed to be corrected for our event campaign tactics to yield results. We began by fixing their social media profiles and Hubspot email marketing systems to realign them with their overarching business goals and reposition them as leaders in their field. Part of our recommendations here was for Health Scholars to set up a business Instagram account. Since they were partnering with the American College of Obstetricians and Gynecologists (ACOG) and the NYC Health + Hospitals (NYCH&H) Public Health Care System, which had nearly 100,000 followers combined, we wanted to leverage for even more visibility during the height of event activity.
Our first campaign was a press event to announce Health Scholars’ collaboration with NYCH&H and the release of their new Obstetric Simulation Training. We repurposed the press release content for additional outreach via an e-blast and social media promotions. With Health Scholars and NYCH&H later attending the annual Association of Women’s Health, Obstetric and Neonatal Nurses (AWHONN) and ACOG conferences to present the novel VR application in OB, this campaign went even further to help us promote the presentations and booth exhibits.
Not only did we develop additional social media promotions featuring facts from the presentation, but we also created and executed more email outreach tactics and posters that could personalized for ACOG and then repurposed for other events – this was a new strategy proposed to help with engagement which immediately yielded further leads for Health Scholars. We developed and implemented new e-signature graphic templates that could be updated for each event in the organization’s schedule and new literature card templates that helped drive leads to HealthScholars.com for more information on their simulation products.
Given the success of the ACOG presentation, I proposed that Health Scholars and NYCH&H repurpose their material for a webinar, and they loved the idea. I created and provided a webinar framework to Health Scholars for implementation and managed the execution from setting up the Zoom webinar to pre-event content to powering up registrations through to post-webinar follow-up.
Throughout these campaigns, photography, and videography played a vital role in helping demonstrate how their simulations work, but also to feature their proud and talented team who were solving the toughest industry training challenges to bring forth new products and lead the market. I joined the team in San Diego for ACOG and took a host of videos and photos that we used throughout the event funnel, but also for additional marketing promotion strategies. A separate campaign we developed for their attendance at the International Nursing Association of Clinical Simulation and Learning (INACSL) featured the Health Scholars nurse educator and an interview I conducted during one of our first meetings. Like our other campaigns, we used this via social media outreach, email, and as a featured video on their YouTube channel.
During our engagement, one of our most important projects with Health Scholars was developing a new investor slide deck to help obtain funding, helping them engage with the right decision-makers to accelerate their new chapter in growth.
“Health Scholars is lucky to have you leading their marketing.”
Wendy Wilcox, MD, MPH, MBA, FACOG
Chief Women’s Health Officer
Office of Medical and Professional Affairs
Our Fractional CMO commitment resulted in new leads and sales growth and helped Health Scholars secure investors. The repositioning efforts that we executed effectively differentiated the company’s unique strengths and VR training solutions from market competitors, regaining their industry leadership. We also set them up for continued success by fixing their broken marketing systems and implementing proven systems and processes that would continue to yield growth results to meet their overarching business goals.
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