Holly Lawton

As the demand for respiratory therapists grew after COVID-19, this campaign aimed to increase awareness of the respiratory field and the benefits of obtaining specialty credentials through the National Board for Respiratory Care. I spotlighted respiratory therapists who had earned a wide variety of specialized credentials, writing eight articles and scripts for four videos we shot. The campaign recruited other RTs to share their stories as well. Our outcomes included 18,265 website sessions generated from the campaign (22,575 page views), of which 80 percent were by new visitors. The campaign delivered 119,181 YouTube views and 12,662 clicks between Facebook and Google Display Network ads.

I supported a yearlong, Gold Aster-winning campaign spotlighting Fox Chase's global leadership in research and scientific innovation. The objective (which we achieved) 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 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.

Fox Chase Cancer Center was my longest-tenured client, for more than six years. I supported Fox Chase with five patient guides, namely blood cancers, and comprehensive web page content on more than 20 cancer conditions. This content required a high level of subject matter understanding through my own research and immersion in NCCN Patient Guidelines so I could successfully conduct meaningful interview sessions with Fox Chase cancer specialists.

I wrote content and oversaw a small team of contract writers that produced 40-50 blogs and web pages each month for our client providers in audiology/ENT, urology, pediatrics, OB-GYN, orthopedics, wellness, surgery, and many other specialties.

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.

I created the 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, a social campaign, and a 30-second video that I wrote and "starred" in.

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 launched a new FDA-cleared, non-prescription treatment for sinus pain called ClearUP. With several allergy and rhinology conferences coming up, I was 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. The brochure is a blend of results and stats from clinical trials along with physician-facing copy that must be engaging yet clinically relevant.

The foundation of executing a new brand campaign: Creating a message map to ensure a clear, consistent communications strategy across all audience segments. Because 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 audience has unique needs and interests that required nuanced commitment statements, messaging, and key takeaways.

Consumer demand for water-based cremation services is on the rise as a gentler, cleaner alternative for humans and pets. As the innovator of Aquamation technology, Bio-Response Solutions is leading the way, with deep pride in its comprehensive and responsive customer care. That means even a tech-heavy support brochure must create a feeling of dignity and respect for what BRS calls life's most sensitive work.

I managed content projects for Kingman Healthcare Center in rural south-central Kansas, including their quarterly newsletter. The hospital had recently learned of Kingman County's miserable health statistics in 2021, and the CEO wasn't sure how to share their plan to address the problem. Through our collaboration, she came to trust my journalism background to take a "newsy" yet patient-friendly approach for their mindset shift: preventing disease as opposed to just treating it. For many small hospitals, this way of thinking was just beginning to take hold. In fact, Kingman leadership soon realized the benefits of changing its name (and care focus) from "Kingman Community Hospital" to Kingman Healthcare Center.

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 care, including for OB-GYN and maternal health, rather than feel the need to travel 40 miles to the Kansas City area.