Overcoming Marketing Challenges.
Helping you navigate and overcome unique marketing challenges to reach business goals and drive satisfaction, growth, and success.
InformedDNA
Provider of tech-forward genetic health, life sciences, and payer management solutions.
Project:
Company-wide EHR software migration with tight timelines, high learning curve, significant customization shortcomings and complex, cross-functional impact.
Process:
- Worked with cross-functional teams from product, tech, clinical, and sales to gather each department’s specific use cases, requirements, and timelines.
- Thoroughly learned the new system’s branding, marketing and messaging capabilities from training sessions and independent research.
Outcome:
- Created and shared new processes and workarounds that adapted system capabilities to meet company’s customization needs.
- Delivered HIPAA-compliant messaging for partners, clinicians, patients and internal staff throughout the process that effectively communicated expectations, timelines, and accomplishments.
- Captured opportunity of transferring EHR systems to spearhead comprehensive patient survey overhaul, resulting in a robust survey, sent more often, with insightful questions for deeper patient insights and measurable results.
gWell
Startup digital genomic health and wellness application.
Project:
Grow and establish new brand as thought leader and increase in-app user engagement.
Process:
- Secured feature on nationwide TV series (Viewpoint with Dennis Quaid) showcasing innovations in healthcare, co-writing and co-producing educational segment and 60-second advertising spot.
- Directed internal team of physicians and therapists to create in-app video series that translated complex scientific genomic concepts into messaging accessible to non-technical audiences.
- Created ‘Be well with gWell’ podcast, including concept, guest booking and selection, episode writing, recording, editing, and production.
- Redesigned website for approachable, relevant content, copywriting, and optimizing for SEO.
Outcome:
- Capitalized on TV series exposure with multi-media campaign featuring a press release, the brand’s first podcast episode, PPC ads, email and social media campaigns.
- Increased media exposure, conference sponsorships, and CEO speaking engagements established brand as thought leader and led to new B2B sales clients.
- User engagement increased by 17% after adding rich media content and in-app video education series.
Boston Interiors
Established home furnishing and interior design brand with seven retail locations across New England
Project:
Create a digital presence for customers at every touchpoint in the buying process that matched the superior in-store experience and expertise.
Process:
- Led a team of three to overhaul brand’s digital strategy from design and content to technology and tools.
- Spearheaded website relaunch to showcase user-friendly design, increased functionality, improved merchandising, and optimized SEO.
- Selected and managed move to new email service provider; directed new email design, content and promotional strategy, and use of improved CRM data, capabilities.
- Executed social media refresh with enhanced, relevant content, copy, and advertising strategy.
- Revisited company’s heavy reliance on traditional media and catalogs to diversify advertising across social, PPC campaigns, and optimize new photo and video shoots.
Outcome:
- Website redesign project drove 35% increase in web traffic through SEO optimization, showcased content, and optimized merchandising.
- Implementing stronger, targeted digital engagement tools (CRM, design interface, social media, live chat, blog) proved critical to revenue streams during pandemic-related store closures in 2020.
- New TV ads, post cards instead of catalogs, and investment in social media and online advertising campaigns overtook previous strategies as reliable source for new customers, increased store traffic.
What problem can I help you solve?
Mercaldi Ramella Marketing 