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Kathy Warling-Smith, PMP Healthcare and Health Plan Services & Education | Health Informatics and Care Management Non-Profits | Foundations | Philanthropy​ | Strategic MarketingComm | Program & Project Mgmt.
I’m a strategic leader and certified project manager recognized for delivering high-impact programs, building trusted relationships, and driving measurable outcomes across healthcare, nonprofit, and mission-driven sectors.
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With deep expertise in account management, integrated campaigns, stakeholder engagement, and brand-aligned messaging, I bring clarity, precision, and collaboration to every initiative—whether leading a business review meeting. launching a product, rolling out a brand transformation, or advancing equity through communications.
Passionate about:
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Collaborating with teams to deliver people-centered solutions that align with strategic goals
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Executing inclusive, results-driven campaigns that inform, engage, and inspire
A proactive self-starter with a meticulous eye for detail, I lead with intention, follow through with care, and consistently deliver.
Simply put: I make things happen—with purpose and integrity.
Direct Mail and Print
This communication medium delivers results when a relevant message/call to action
is communicated to the right audience at the right time.
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Writing using a plain language technique ensures that the readers can grasp the information.
It often reinforced care center staff's verbal education occurring telephonically.
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It also allows the distribution of simple and convenient takeaways
such as key fobs, magnets, or wallet cards for quick and easy reference.
Visit the Analytics and Programming pages, where I highlight
response rates achieved or exceeded industry standards
and communications programming achieved a positive return on investment.
Project | 01
Wellness Guide
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With our service offering significantly expanded and the website redesigned, a reference guide was distributed to members in January. The inside cover panel messaging recommended this piece be used as a long-term reference. The tiered panels quickly informed the reader of the topic and individual pages highlighted the service benefits and provided step-by-step instructions.
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View Blue Health Assessment Inside Panel.
Project | 02
Award-Winning Health Information Heart Health Valentine
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A targeted group of adults (all members greater than 65 years old/ one per household) received this award-winning health information Valentine during February's Heart Health Month. This piece educated readers on:
1. Distinguishing how heart attack symptoms
may vary between men and women, and
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2. How to reach our Nurse Advice Line
telephonically and what online resources are
available for more in-depth information.
The piece also encouraged the reader to detach and share the mini-Valentine card with someone special in hopes they, too can become more aware of heart health.
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View the inside panel message and the perforated mini-Valentine Card.
Project | 03
Focused Educational Letters ​
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Using gain-framed illustrations, readers will better understand the benefits of making changes to healthcare-related decisions. Educational topics ranged from establishing a medical home (primary care provider), deciding when to visit Urgent Care versus an Emergency Room, or how to better
manage a chronic condition.
By incorporating the client's brand, using relevant imagery, and using a plain-language writing style, readership increases and behavior can begin shifting.
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Data analytics occur on the backend, determining if annual member metrics have been maintained or improved.
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See targeted letter examples.
Project | 04
Each new BCBS of MN Creative Director establishes a different brand identity​
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Throughout the years of managing the BCBSMN account, several creative directors transitioned in and out of the organization. With that came changes to the BCBSMN brand. With each transition, I established trust with the new leadership by delivering accurate brand representation and line of business versioning.
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With access to the BCBSMN brand portal, I was able to produce quick reference cheat sheets for our graphic design contractor and our internal QA team.
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BCBS of MN Direct Mail with different branding reflected as well as versioning requirements.
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Presenting qualitative and quantitative data around our creative tactics (messaging, imagery selection, etc.) and overall member satisfaction was also valuable in establishing credibility. Included here is a Focus Group report that impacted our future creative endeavors.
Project | 05
Translation Facilitation and
Process Improvement
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Due to the diversity of California membership and existing Medicaid mandates, materials must be distributed in 13 different languages. Through a comprehensive vendor search, I successfully identified a well-suited California translation agency that we partnered with for five years.
Process Improvement / Client Review:
One client lacked a consistent in-house
reviewer causing campaign delays and excessive costs. By proactively scheduling a meeting with the client's translation manager, we established a policy limiting review cycles to two rounds maximum. This prevented client staff from making subjective revisions going
forward.
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Various translation-related projects.
Project | 06
InDesign Print Material and Video Generation ​
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Using Adobe's InDesign software, I produce a variety of posters, postcards, and handouts. As an Employee Engagement Committee team member at Equian, I produced an annual calendar of events poster as depicted on the right.
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I'm also fluid in social media posting, targeted text messaging, targeted interactive voice response, and website management.
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