Background:

When CVS and Aetna merged in 2018 to create a Fortune 500 top 10 company there was an opportunity (and need) to elevate the conversation among health care professional around the role the new organization was playing in the national conversation on health related topics.

The Task

Establish CVS as a trusted leader in the national conversation on healthcare through a series of coordinated media experiences and thought-leadership content that reaches an audience of health care professionals..

The Result

I created a comprehensive content marketing strategy that guided the development of a program to establish thought leadership for CVS among health care professionals. This included the design of a new destination hub on CVSHealth.com to host thought leadership content connecting CVS with some of the most important topics across healthcare. The hub also provides a platform for senior leadership including the Chief Medical Office & CEO to add their voice into the conversation.  

The Strategy Included:

• Analysis of the thought leadership in the health care space

• Development of program goals and role for content

• Creation of overarching editorial mission statement

• Identification of the target audience

• Content creation and work flow process

• Outline of right to voice and content pillars

• Tone and voice statements

• Recommendation on editorial line up

• Distribution recommendations

• Development of KPIS