Solutions for digital health content marketing and communications
ThoughtStarters offers three options: Ongoing content programs, short-term or campaign-based writing projects that require healthcare industry expertise, and fractional head of content and communications.
Our recommendations and deliverables are tailored to your needs. You’ll work directly with Kyle Marshall, ThoughtStarters founder and principal, on designing the right mix of strategic and tactical elements to meet your business and marketing goals.
Kyle brings in additional professionals as needed for client programs. He’s an active participant in the CommsConsultants.com network of independent communications practitioners.
Content Projects
WRITTEN CONTENT
Use cases:
- Building or expanding a blog or resource center
- Campaigns
- Executive visibility
- Support for funding announcements and product launches
- Sales enablement.
Includes:
- Audience research
- SME interviews
- Deliverables (blog and social posts, content pillars, ghostwritten thought leadership, research reports, newsletters, case studies, presentations, sales materials, web copy, video scripts)
Content Programs
FULL-SCALE CONTENT PROGRAM
Use cases:
- Expanding a content marketing or external communications program
- Regular outsourcing of content creation
- Supplementing existing marketing and PR agencies
Includes:
- Content and communications roadmap (qualitative content audit, message development, audience analysis, content topics, keywords, editorial calendar, media and influencer list)
- Ongoing counsel and support
- Content ideation, creation, promotion and repurposing
- Influencer engagement
- Analysis and reporting
Storytelling acumen
“I’m continually impressed with Kyle’s ability to articulate our story and turn our ideas into some really powerful marketing and thought leadership pieces. His communications experience in the payer world is invaluable.”
Richard Fu
Chief Growth Officer, Flume Health
Industry knowledge
“Kyle tapped into the leadership team’s knowledge and wrote content that reflected their point of view. One of the best things about working with him is how quickly he gets up to speed.”
Janet Kennedy
Former Senior Digital Brand Manager, Spencer Health Solutions
Why it matters
If you’re a digital health founder or marketing leader, do you really need to invest in content?
In most cases, yes. There’s a strong case to be made for devoting a portion of your marketing budget to improving your content marketing and sharpening your storytelling focus.
“48% of B2B early-stage digital health companies use content marketing as a channel, compared with 37% using PR and 30% paid advertising.”
Rock Health report, “On the road to impact: Mile markers for early-stage digital health startups”
“Become the spokesperson for your cause, the thought leader in your niche… The press will start coming to you if you have a compelling story to tell.”
Halle Tecco, healthcare investor
“57% of B2B marketers cite creating the right content for their audience as their top challenge, replacing creating enough content from the previous year’s survey.”
Content Marketing Institute, 2024 B2B survey
What it’s like to work with ThoughtStarters
Content project workflow:
- Schedule a kickoff call to determine goals and gaps
- Conduct SME interviews
- Establish a timeline for content creation, reviews and revisions
- Create initial content assets
- Repurpose and revise as needed
Content program workflow:
- Schedule a kickoff call to determine goals and gaps
- Establish ongoing collaboration with your team
- Conduct SME interviews
- Interview customers or sales team
- Develop a content roadmap and editorial calendar
- Create initial content assets
- Continue with content creation and repurposing
- Engage external influencers for content amplification
- Make quarterly adjustments to content roadmap and ongoing updates to editorial calendar
- Provide monthly reporting of results and activities
Fractional head of content:
- Lead and perform all duties under content program workflow
- Advise CEO, founders and leadership team on content marketing and communications strategy and tactics
- Provide team management and coaching
- Advise on recruiting content and communications talent
- Represent company as appropriate during conferences, meetings, media interviews, and related events