Holly Lawton

I've always worked with words. I dreamed of being a reporter, instead became a passionate editor, and later moved into agency work as a copywriter and creative project manager. 

As a heavy-hitting content specialist who can step into any department and elevate the quality of the writing, I bring an extensive background in specialized web copy, digital ad optimization, and multi-channel campaigns for diverse audiences, particularly HCP and patient-facing.

Fox Chase Cancer Center •

Multi-Channel Campaign: "We Discover. We Deliver."

I supported a yearlong, Gold Aster-winning campaign spotlighting Fox Chase's global leadership in research and scientific innovation. The objective was to help secure renewal of its Cancer Center Support Grant from the National Cancer Institute, reaffirming Fox Chase's elite standing as an NCI-designated Comprehensive Cancer Center. Often the campaign spotlighted collaboration among specialists in both research and clinical to show that differentiation from larger hospitals in the Philadelphia area. Fox Chase trademarked my aligning campaign headline of "We Discover. We Deliver." Monthly deliverables required my own extensive research and interviews to write print ads for The Cancer Letter and longer-form articles for the landing page at foxchase.org/discovery.
National Board for Respiratory Care •

Multi-Channel Campaign: "The World Needs More RTs"

As the demand for respiratory therapists grew after COVID-19, our objective was to increase awareness of the respiratory field and the benefits of obtaining specialty credentials through the National Board for Respiratory Care. We worked with the NBRC to spotlight eight RTs who had earned specialty credentials, then recruited other RTs to submit their own videos on the landing page. Our outcomes included 18,265 website sessions generated from the campaign (22,575 page views), of which 80% were by new visitors. The campaign delivered 119,181 YouTube views and 12,662 clicks between Facebook and Google Display Network ads. Deliverables included videos with four RTs, numerous social posts, and comprehensive content for the landing page at nbrc.org/specialty.
Lawrence Memorial Health (LMH Health) •

Multi-Channel Campaign: "Time Out for Breast Health"

I led content for this Emerald Award-winning campaign during Breast Cancer Awareness Month: Although we may tell ourselves we're too busy to spend an hour on an annual breast exam, we probably don't realize how much time we spend on things that are a lot less important until we see it right in front of us. Deliverables included print and digital ads and a 30-second video: youtube.com/watch?v=XJnlfNubYDo
BLUEMOTH Hearing •

Client Proposal: Mood Board

The Onspire team was invited to make a pitch to become agency of record for BLUEMOTH, which prides itself on reimagining hearing care and the ability to try out hearing devices in your own home and environment. Through its efforts to show that people of all ages need hearing care and to remove the stigma of hearing devices, BLUEMOTH skews younger in its target audience and has a very specific brand voice. Supported by my copy and mood board, we won the account.
KAMMCO Medical Professional Liability Insurance •

Brand Communications: Message Map

The foundation of executing a new brand campaign: Creating a message map to ensure a clear, consistent communications strategy across all audience segments. Medical malpractice claims impact far more than just individual providers and hospitals. KAMMCO's target audiences also include facility leadership, risk managers, distribution partners, partner organizations, and more -- each with unique needs that require nuanced commitment statements, messaging, and key takeaways.
Pharmacy First •

White Paper: "How DIR Fees Impact the Independent Pharmacy Industry"

I wrote a white paper and two blogs each quarter for Pharmacy First, a Pharmacy Services Administrative Organization (PSAO) that helps independent pharmacies manage the financial aspects of their business, including third-party contracts, fees, and reconciliation/recovery services. This white paper explores how Pharmacy First can help pharmacy owners with the growing financial burden of DIR fees while still meeting the objectives of enhancing transparency and driving lower patient costs.
Tivic Health •

Physician Brochure: "Let's Make One Thing Clear"

Tivic Health launched a new FDA-cleared, non-prescription treatment for sinus pain called ClearUP. With several allergy and rhinology conferences coming up, we were asked to produce a physician-focused brochure with a dual purpose: to hand out from a conference booth as an introduction to the product, and to share with doctors at their offices so they could learn more about ClearUP and recommend it to patients. The turnaround time was 48 hours. I created the campaign name and tagline, writing all related content based off information from the client and my own research. Quickly.
Sprint Corporation •

Video and Digital Ads: "My City, My Network"

I outlined the script and wrote the display/intro copy for the following video, "Ingredients for a Great Customer Experience." It was part of a multi-channel campaign spotlighting 8-10 cities where Sprint was positioning itself to take the lead among the four major wireless carriers. The videos were concepted and directed by me and the YellowFan four-person creative leadership team. As content director, I aimed to showcase real Sprint customers with some standing in the public domain, who could connect with locals and boost the brand. I researched and narrowed down the candidates, often digging up my own recommendations by looking up dozens of people on the customer lists. I then conducted interviews before collaborating with the sales team to make final choices that we expected to translate well in front of a camera.
Kingman Healthcare Center •

Newsletter Article: "A New Hub of Wellness Through Preventive Health"

I managed all content projects for Kingman Healthcare Center in rural south-central Kansas, which included writing and producing their quarterly newsletter. This lead article focused on Kingman County's miserable health statistics in 2021 compared with those in the rest of the state, and how the hospital CEO planned to address that problem through a mindset shift: preventing disease as opposed to just treating it. In many small towns, this approach was just beginning to take hold. In fact, the following year, Kingman changed its name (and care focus) from "Kingman Community Hospital" to Kingman Healthcare Center.
LMH Health OB-GYN Specialists •

Service Line Print Ads: "The Best Care, Close to Home"

I wrote the copy for an ongoing brand campaign to establish LMH Health as the healthcare provider of choice for Lawrence (Kan.) residents and drive greater awareness of its specialized expertise, despite being a smaller hospital in a college town. It spotlighted real local patients who "expected the best" in choosing to stay home for OB-GYN and maternal health, rather than feel the need to travel 40 miles to the Kansas City area for care. The campaign also included Total Joint and Sports Medicine health services ... climbing onward and upward through some tough breaks.