Better stories, better content for digital health
ThoughtStarters helps digital health companies ideate, create and promote content that builds authority and supports growth.
Why ThoughtStarters?
B2B healthcare storytelling is hard
Marketing and growth leaders in digital health, health IT and B2B healthcare don’t exactly have an easy path to telling the company story and having it land.
Your business is complex. Your team is small. Your job is demanding.
The people you’re trying to reach – decision-makers with payers, systems, medical groups, pharma, employers and TPAs – are pretty sophisticated about the healthcare industry. They aren’t interested in your blog posts, white papers and listicles that state the obvious.
We make it easier
Specializing in digital health gives us an expertise that sets us apart from most content, public relations and digital marketing agencies and freelancers. You won’t have to spend precious time explaining to us how the healthcare industry works (or doesn’t) or rewriting our drafts.
ThoughtStarters principal Kyle Marshall has more than two decades of experience in healthcare communications. As an independent consultant, he develops communications strategies and content assets that help drive business results. And when needed, he brings in other experienced comms pros to meet client needs.
These organizations have trusted ThoughtStarters with healthcare content and communications
“ThoughtStarters delivers tremendous value. We consider them a vital part of our team as they know healthcare and corporate communications best practices better than almost anyone.”
Michael Pittman
Senior Marketing Manager, Alo
CASE STUDY
Helping Alo reach independent physician practices
As a new entrant to a competitive space, physician enablement platform Alo needed guidance on establishing brand recognition and supporting lead generation. ThoughtStarters conducted an audience analysis and qualitative content audit, developed a content strategy, and wrote a variety of assets – led by an online resource center and monthly newsletter – to reach and engage the target market of independent physicians. Among the results: A 73% increase in newsletter open rates and 100% increase in click-through rates over a 10-month period.
“Flume Health works in a narrow specialty in health IT, so our marketing has to reflect real expertise in our field. Kyle is one of the rare partners that understands this. He’s been a tremendous help with distilling our messaging into communications that will resonate with our target customers.”
Molly Gallagher
Client Success Manager, Flume Health
CASE STUDY
Content for all stages of the buyer journey
Flume Health engaged ThoughtStarters in mid-2023 for planning and creating content for its online resource center. To meet Flume’s goal of educating payer and TPA IT leaders, ThoughtStarters developed a white paper, followed by a series of blog posts. ThoughtStarters then drafted bottom-of-funnel assets highlighting use cases for the Flume platform, helping the sales team articulate the company’s value to prospects.
We help you:
Graduate from random acts of content.
Writing blog posts and newsletters whenever your team gets to it, or dropping everything for a content asset that the sales team needs in a hurry, is understandable. But you’ll get more consistent results over time with a strategic, purposeful content program targeting multiple stages of the B2B healthcare buyer’s journey.
Tap into your resident expertise.
A lot of knowledge sits inside the brains of your leadership and subject matter experts. We bring healthcare industry experience to the interviews we conduct, capture your experts’ voices, and produce true thought leadership and lead generation content reflecting their expertise.
Develop content assets that resonate with prospects and influencers.
We refine your messaging and analyze your audiences to help you find the sweet spot between their needs and what you have to offer – and then create content that’s designed to engage them. It’s content with a purpose: Build your brand and drive growth. And it starts by aligning content strategy with your ideal customer profile.
Apply content and communications expertise to the unique world of digital health.
What works in other industries (B2B SaaS or fintech, for example) probably won’t apply in B2B healthcare and health IT. Your content must map to the long sales cycles, regulatory climate and industry issues that exist only in healthcare.
Harmonize your marketing, communications and PR efforts.
While we specialize in content marketing, it’s not done in isolation. We work closely with your external marketing partners to ensure your story works for the right audiences and resonates in the right places. A sales message for a prospect isn’t going to go over well with a reporter, for example.
Stop worrying about what to write and who’s going to write it.
No need to agonize over generating ideas or holding our hands through the writing and editing process. We have the expertise in both content marketing and the healthcare industry to produce content that supports business goals.