Problem:

Apelon approached me with a desire to overhaul their brand, content strategy and marketing materials. Their legacy site and materials had been written by developers and they wanted to make their message more accessible to key decision makers within Health Care organizations and Software Development firms, many of which did not possess technical acumen.

Opportunity:

Transforming the brand and content strategy for Apelon's health care interoperability and data standardization software products & services  will expand the funnel for their product and increase sales and revenue by targeting decision-making personas across numerous organization types including government agencies, EMR vendors, and health information exchanges.

Hypothesis:

Identify the key personas and organization types that would benefit from purchasing services and/or products from Apelon. Craft a SEO information design, content strategy, and marketing funnel to drive accurate, traceable sales opportunities. Update the brand to reflect the value of Apelon's products & services and launch an omnichannel marketing campaign with website to social media automated postings to raise awareness and land new clients.

The Goal:

Integrations with Saleforce's CRM and Mailchimp serve as the foundation for collecting and following up with leads. Apelon's website also serves as a platform for blogging about events, news, and relevant content. Posts are automatically published throughout key landing pages on the website and their social media platforms.