What a year in healthcare transformation

As we kick off 2023, I join colleagues and friends who are reflecting on 2022 and all of its ups and downs. I’ve been thinking about our client engagements and how our team impacts healthcare through the work we do for some of the most passionate change-makers in healthcare.

It’s been humbling to be a small part of our clients’ missions to change healthcare. Across organizations, sectors, and solutions, they are united around one key concept: We must fix healthcare affordability, quality, access, and experience for all – everywhere, regardless of where is.

By giving our clients an authentic voice on how to address change, we’re accelerating the pace at which change can happen. They all have something important to say and we need to be able to channel their messages into something that people will pay attention to with thought leadership and content that offers a prescription on how to change.

While their messages are inspiring, the task of communicating can sometimes be daunting. How do we make something as complex as healthcare into a point of view that’s impactful, relevant, simple to understand, and importantly, doesn’t sound self-serving (eg, an offering disguised as a call for change)?

In 2022, we worked on projects ranging from website content updates, and launch plans for a new healthcare delivery model, to full-blown thought leadership programs. From case studies to blogs, videos to eBooks, 2022 was a year that challenged us to keep pace with how people are consuming content.

Here are our year’s top 5 engagements and the factors that made them a success.

#1: Nursing’s Wake-up Call: Change is Now Non-negotiable

This program was anchored by a survey of nurses with analysis and interpretation by two highly committed chief nurses who wanted to “sound the alarm” on why a change in nursing was not only at a critical tipping point, but that healthcare institutions needed to move beyond the Band-Aid and fix a system that has been broken for quite some time. The chief nurses at Wolters Kluwer and UKG – organizations that collaborated on the survey – then went on the road co-presenting the survey results, hosting webinars, and briefing the media on what the survey results meant to hospitals trying to cope with nurses leaving the profession in record numbers. For this engagement, the chief nurses Anne Dabrow Woods DNP ANP AGACNP FAAN and Nanne Murray Finis made the program a stand-out.

#2: SomaLogic’s Pivot to Point of Care

For more than 20 years, SomaLogic has been leading breakthroughs in decoding proteomic patterns and turning those insights into actionable medical information – mainly for the research community and life science companies. After some consternation that we would never really understand proteomics (think deep science), we were able to work with some of the company’s brightest minds to translate the benefits of next-generation protein testing for a clinical audience. We developed a package of educational materials for clinicians, including a proteomics 101 guide for providers, sales enablement tools, and new web content to support the company’s messaging in healthcare.

 #3: A Collaboration That is Transforming Care Delivery

When we first started working with Navvis, we had no idea they were on a path to do something truly disruptive in healthcare. Our team served as an “idea engine” and the client team provided the vision and marketing muscle as a small but mighty force that launched an entirely new brand called Surround Care. It was inspiring to see the team roll out the brand and build excitement for a model of care that promises to preserve the physician-patient relationship while transforming the resources, services, and operational management needed to support physicians and the delivery of care. Well done, Surround Care! Chuck Eberl Susan Frankle

#4: Making Digital Health Mainstream

As with most of our clients, the things that make them most successful can also be overly complicated. We worked alongside Welldocs’s visionary marketing leadership team to elevate the company’s unique value proposition and then bring that forward into its website. What began as a minor content update across multiple pages ended up being a complete overhaul. The biggest puzzle to solve on the website was how to showcase the company’s peer-reviewed journal articles, posters, and published articles – key credibility builders – in a way that allowed users to understand the depth of research behind the digital health solution. Our approach was part technical (through filtering and sorting) and part content oriented with summaries of each piece and icons to visually signal content types.

#5: Helping BioPharma Companies Make Change Stick

Life sciences organizations proved just how agile and resourceful they are when they pivoted to virtual trials and began operating as globally dispersed functional teams during COVID. The transition has not been easy. The industry is entrenched in legacy processes and siloed operating models. We helped PharmaLex design a survey to get to the heart of how pharma companies were evolving to solve what the company calls “the innovation dilemma.” The survey results became the centerpiece of a content program that included graphics, webinars, and presentations and was used to launch a new offering focused on an integrated approach to drug development.

We’re looking forward to supporting clients' #2023goals and some of the more innovative approaches to to redefine care. Onward.