Skill Set
As a strategist, researcher, writer, presenter and moderator, Linda has a very wide skill set to apply to your marketing and communications goals.
Her belief that strategists must blend knowledge, rigor and courage is demonstrated by her approach. She is a truth-teller and an innovator.
Linda’s been called “a secret weapon” by her clients.
Strategy and Insights
Linda is known for establishing foundational strategy for brands, and for highly effective cross-discipline strategic planning which optimizes the brand’s assets, data and channels.
She is expert in Brand, Content, Engagement/CRM and Customer Experience Strategy across product categories.
Linda believes superior strategy is always born from superior insights. She can design, conduct and analyze research to gain deep audience and market insights that translate into a competitive advantage.
Brand Expression
Linda has led development and renovation of multiple brands in several categories. Recently she created a new brand direction for Blue Cross Blue Shield of Kansas, beginning with a new proposition and seeing it through to marketing, messaging, content and identity strategy. Other brands developed include Kraft, Chubb, Abbvie and J & J.
Marketers must understand what seizes attention and embeds brand messages into memory. To help you accomplish this for your brand:
Linda leverages the unequalled power of narrative, weaving stories into brand messages, results presentations and market analysis
As a content strategist, writer and photographer she can capture attention with stunning combinations of words and images
She’ll author white papers, articles, posts, e-books or podcasts which vividly represent your brand
Whether you seek a more vibrant expression of your brand’s proposition, want to elevate your brand content, or publish a thought leadership piece, Linda will entice your audiences to engage with your brand. Her thought leadership pieces have appeared in Pharma Live, Ad Age and Med Ad News.
Innovation
To remain fresh and compelling brands and organizations must think differently, even radically. Understanding when and how to evolve a brand, reconfigure a brand hierarchy or develop a new market often poses a challenge for brand marketers.
Linda has helped many organizations reroute or upshift their brands. For your business, she can:
Help define your opportunity or challenge
Assess and galvanize the talents and assets you have available
Create and lead innovation sessions, then translate output into a rejuvenated brand strategy
What Sets Linda Apart: Dynamic Thinking
The brand and digital communications marketplace constantly evolves as technologies advance and the competitive landscape is transformed.
To remain ahead, companies must utilize tools and generate ideas that reflect and even anticipate these changes. Linda is continually creating and evolving strategic concepts and processes, (often called constructs) for her clients.
Below are some examples with the “whys” behind the work.
Proprietary Insight and Models
CRM/CX Planning Protocol
There are no shortcuts to creating a superior customer experience. Marketers must pin down and integrate pillar strategies from the outset. This encompasses target insights and segmentation, ROI analysis, content, experience design, and measurement.
The digital infrastructure to deliver a superb customer experience and the use of advanced analysis tools and AI must also be considered. Linda recently evolved her CRM /CX planning protocol to reflect analytics’ and AI’s growing role in data-driven marketing and communications
Proprietary Patient Adherence Model
A pharmaceutical company with a Biologic medication had identified high levels of non-adherence to pharmaceutical treatment, which undermined the medications’ effectiveness and thus patient’ outcomes.
In addition to primary research with customers, Linda undertook an intensive review of the academic data on adherence and client research, considering social, emotional and psychological factors as well as the traditional logistical factors.
She created a proprietary model that both identified the factors impacting adherence and the relative power of each. Her breakthrough analysis revealed that emotional factors were in many cases more powerful than material factors. Linda developed actionable content and support program recommendations to address these factors.
Improving Patient Experience and Patient Activation
Converging trends in healthcare are creating truncated, less human interactions between patients and providers. Yet we know human connection and patient understanding contribute to better outcomes.
This construct helps providers and brands build assets and experiences that enrich the patient experience in today’s healthcare delivery system. As increasing amounts of patient self-care become requisite in an over-taxed system, brands need ways to educate and empower patients through content and facilitated experiences.
Content Elevation Model
As part of the Content Playbook Linda authored while at Meredith Corporation, she developed a model to help content marketers elevate and energize their content.
The model recognizes the force and “stickiness” of content with high quotients of personal relevance that exploits data, boosts interactivity and diversifies access.
Understanding the dynamics of human perception and the new neuroscience allowed Linda to identify the types and styles of content that seize the brain’s attention and embed content into memory. Humans remain “hard-wired” to respond to particular types of stimuli, and the social, environmental and visceral context.
These are some of the elements of content that AI may never be able to master as a human can. The subtleties of social narrative, the musical rhythm of well-written prose and original, artistic use of all types of contrasts in content remain the realm of human ingenuity.
Proprietary Thinking, Proprietary Tools
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A Differentiated Content Tool
This tool enables content strategists to build a content program from scratch or elevate their existing program.
It lays a strategic foundation for creating superior content that reinforces the brand in every execution.
It allows teams to:
Create imaginative, strategically-grounded content that is born from the brand’s positioning and delivers on its key promise
Optimize and organize content assets and ideas for efficiency, consistency and agility
Anticipate the implications of content campaigns on the overall content ecosystem and its structure
Anticipate long term content planning needs, staff and funding
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Adjusting Methodology
Health Care Providers underwent an unprecedented change in both their work and personal lives during the early days of COVID.
Due to COVID lockdowns, one of Linda’s clients was barred from seeing or speaking to their HCP customers..
Linda leveraged informal HCP networks, HCP social media, virtual conferences, interviews and POS intercepts to understand the landscape.
Linda’s strategic use of under-leveraged research touchpoints allowed her to track the HCP experience for her clients well before large syndicated surveys reported their findings. This gave her client a competitive advantage in a tumultuous period.
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