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 an expert integrated communications professional, superior program manager, natural collaborator and leader
who is recognized for establishing long-lasting authentic relationships with external and internal stakeholders.
I'm passionate about:
A. Implementing program and product solutions efficiently and
B. Executing impactful strategic campaigns to achieve business goals.
As a self-starter, I am driven to complete tasks with precision and meticulous attention to detail.
This ensures that every project is executed with the utmost reliability and trustworthiness.
Simply put, I get things done.
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.
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.
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
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.
View Blue Health Assessment Inside Panel.
Project | 02
Award-Winning Health Information Heart Health Valentine
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
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.
View the inside panel message and the perforated mini-Valentine Card.
Project | 03
Focused Educational Letters
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.
Data analytics occur on the backend, determining if annual member metrics have been maintained or improved.
See targeted letter examples.
Project | 04
Each new BCBS of MN Creative Director establishes a different brand identity
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.
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.
BCBS of MN Direct Mail with different branding reflected as well as versioning requirements.
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
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.
Various translation-related projects.
Project | 06
InDesign Print Material and Video Generation
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.
I'm also fluid in social media posting, targeted text messaging, targeted interactive voice response, and website management.
