PROJECT/CAMPAIGN: athenaOne® for Specialties — Marketing Design Toolkit

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SITUATION: athenahealth needed a scalable specialty marketing system that could support launches across saturated EHR markets while staying connected to the parent brand and giving each specialty a more distinct go-to-market presence.

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SOLUTION: I develop and direct a specialty design toolkit anchored in athenahealth’s brand system, including photography direction, specialty color guidance, layout rules, and flexible campaign components. The system supported launch materials across web, paid media, email, direct mail, social, customer communications, sales enablement, webinars, one-pagers, brochures, and event collateral.

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RESULTS: The system supported integrated launch activations across Orthopedics, Women’s Health, Behavioral Health, Urgent Care, and CHC/FQHC campaigns. Specialty web pages saw strong YoY gains, including Behavioral Health unique visitors up 104%, Orthopedics up 86%, Urgent Care up 83%, Women’s Health up 61%, and FQHC/CHC engaged visits up 51%. CHC launch efforts also generated 187 online syndications, an estimated 30.3M press reach, and an 8% customer email CTR.