Holly Lawton

I've always worked with words. I dreamed of being a reporter and instead became a passionate editor. Eventually I moved into corporate and agency copywriting. 

For the past 8 years, I've supported marketing campaigns for hospitals and healthcare-related clients as a senior content manager. I bring an extensive background in specialized web copy and multi-channel campaigns for diverse audiences, particularly HCP and patient-facing.

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NBRC: Multi-Channel Campaign, "Specialty Credentials: The Path to Excellence"

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. Deliverables included videos with four RTs and comprehensive content for two landing pages as shown below, along with a social campaign.

Filters & Sorting
National Board for Respiratory Care •

Web Article and Video: Stephen Tarnoczy, BSRT, RRT, RRT-SDS, RPSGT, CCSH

Born with a hearing deficit that worsened after brain surgery, Stephen has learned to make excellent use of his vision. With a passion for nature photography to show others what they can’t easily see themselves, he brings the same vision to his work as a Sleep Disorders Specialist. At Oklahoma Health Hospital, he pieces information together to capture the big picture of his patients’ sleep issues.
National Board for Respiratory Care •

Landing Page: "The World Needs More RTs"

A survey of respiratory care leaders showed a high nationwide shortage of respiratory therapists, with demand on the rise. To drive awareness of the profession and advance specialization, I supported the NBRC as our client as it joined two other respiratory organizations in launching a multi-year campaign called "The World Needs More RTs." The content and the therapists spotlighted on these pages aligned with the NBRC-specific "Specialty Credentials" campaign.