Case Study: Strategy
HP Healthcare Edition
Launching the world’s first purpose-built for healthcare laptops and displays
I was the lead Account Strategist on the gyro San Francisco team, dedicated to helping computing leader HP launch the world's first set of computing devices designed specifically for use within healthcare settings.
This was a global initiative that positioned HP as the first technology innovator to incorporate everything key stakeholders required in computing hardware in a healthcare setting.
Stakeholders included hospital administrators, clinical leaders, IT leadership, and patients that are increasingly being expected to shoulder more technological participation.
A wide, wide array of deliverables were developed and implemented, including brand architecture, the Healthcare Edition site, a comprehensive set of white papers targeted to multiple stakeholders, and a major conference site presence and event for launch.
What I contributed
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Conducted stakeholder research using industry sources such as Gartner, Forrester, and trade press
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Developed robust message grids for each stakeholder according to product feature, benefit, and stakeholder aspiration and pain point
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After identifying primary stakeholders, defined their personas in an actionable manner for creative teams to execute against for language and visual style
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Served as in-house subject matter expert for creative teams, and was a primary presenter to the global client team for strategic and creative work
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Developed comprehensive stakeholder purchase journeys, incorporating media consumed, and recommending emotional tone
