Catherine North

Content creation and strategy for technology, healthcare, and professional services

About me

Seasoned marketer and content creator who excels at identifying what matters to reach and engage target markets. Experienced in technology, healthcare / biotech, and B2B services. Outstanding writing, editing, speaking, research, analysis, ideation, and collaboration skills and experience.

Develop and implement successful initiatives in collaboration with subject matter experts and marketing teams.
Conduct research and analysis of topics and markets to develop more meaningful, audience-focused content.
Manage schedules and deliverables to meet targets for budgets and deadlines.
Create, monitor, and repurpose content collections to optimize use across the marketing funnel.

I bring focus and meaning to content marketing and communication efforts, and I am passionate about biotech and other healthcare companies working to improve the detection, diagnosis, or treatment of cancer.

No more random acts of content

Content must fit into an overall marketing plan and strategy, target well-defined audiences, and serve a specific purpose. I have gathered and organized some of my work to demonstrate these requirements; please contact me if you have questions or to discuss your needs.

cate_north_value_prop.mp4

WORK SAMPLES

Purpose: Attention and Attraction

Launch of new healthcare data modeling platform

Client: Kaiser Permanente

Target audience: Doctors and other care providers managing chronic conditions like diabetes.

Objectives:

Identify and create unique messages and value propositions to shape branding and create attention for Archimedes, Kaiser’s innovative healthcare data modeling program.
Develop awareness of Archimedes capabilities and potential to save physician time and improve diagnostic and treatment outcomes.
Strengthen Kaiser Permanente's healthcare leadership and mission of attaining greater and more equitable health outcomes.

Deliverable: Page copy and content for new website to explain, grow awareness, and promote data modeling in early days of big data applications.

Outcome: Kaiser Permanente was successful at launching Archimedes and enhancing the platform for internal value and financial gain, attained with its sale to Evidera.

Purpose: Affinity

Strengthen trust and ties with key stakeholder group

Employer: LAC Group

Target audience: Librarians in “special library” sector of legal, government, business, and medical libraries.

Objectives:

Overcome librarian mistrust and enhance recruitment and talent initiatives.
Elevate LAC Group’s standing and brand in library services and outsourcing.

Deliverables: Wide range of content and campaigns including monthly newsletter, webinars, career guides, microsite, social media, and blog articles.

Outcome:

List growth to over 12,000 librarians and information professionals.
Librarian microsite featured as a career resource by the American Library Association.
High-traffic "Working for LAC Group" page and review management on GlassDoor reinforced key messages, clarified situations, and earned 4-star average ranking and “Engaged Employer” status.
Client satisfaction embodied in one quote: “They develop top staff and do top research.”

LibGig (librarian career microsite)

Working for LAC Group

Purpose: Action

Create readiness for systemwide Epic EHR rollout

Client: Sutter Health

Target audience: 12,000 physicians, 14,000 nurses, and 2000 other clinicians within the Sutter Health network.

Objective: Create understanding and anticipation for successful implementation of major Epic EHR (electronic health record) system upgrade across network of hospitals and clinics in northern California.

Deliverables:

Shaping of vendor and IT department information into relevant and useful messages and materials for intranets, email, and other communication mechanisms.
Created series of “Know, Do, Share” alerts with specific features, to do items, and deadlines.

Outcome: The client was pleased with the messaging approach, providers reported getting the right information at the right time in easily digestible pieces, and the rollout was successful.

Other action examples:

Report 1 download / landing page

Report 2 download / landing page

Purpose: Authority

Develop, write, and edit thought leadership content for leaders and subject matter experts

Employer: LAC Group

Target audience: CIOs and CKOs in AmLaw 200 and other target markets.

Objective:

Strengthen trust and awareness of LAC Group’s expertise in library, information management and research services.
Generate leads, cross-sell relevant services, and facilitate buying journey based on readiness and needs.

Deliverables:

Wide range of content and campaigns including articles, reports, ebooks, webinars, email and slide decks.

Outcome: Reports and regular site updates that resulted in top SERP position for highly competitive key phrases, hundreds of downloads, double-digit year-over-year list growth, and sales-team support for establishing trust and credibility in key accounts.

See links below for further details.