My current position as Senior Manager, Provider Communications for Healthfirst, is primarily a strategic one in which I am charged with not only managing the completion of marketing and communications requests from across the company, but analyzing them to determine if what is being asked is actually the most effective approach to achieve the stated objective.

Such was the case when our Pharmacy team asked for approval to distribute a newsletter they had created in MS Word. There were several reasons I rejected the request, from lack of branding to the choice of email as the distribution channel. I saw this as an opportunity to create a much more effective digital destination through which the company could not only interact with our pharmacists and track critical data, but also build the foundation for supporting the incentive program on an pharmacist-specific basis and creating a tool for recruiting new pharmacists into the program.

The resulting brief calls for a new landing page fed by quarterly emails to pharmacists. In its initial phase, the page will offer program-wide data and highlight top performers. Future phases will include recruitment initiatives and the possibility of password-protected, individual pharmacist performance data.

Click the image to read the brief.