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.
Exhibit Booths|Conference Presentations
Targeted Provider Outreach
Webinar Series | FLASH Tutorial
Newsletters | PR
Project | 01
Conferences | Tradeshows | Education
Illustration- BCBSA Annual Field Staff Conference
Opportunity:
Attending an enterprise client's bi-annual Field Service Staff National Conference, I'd highlight the value of our Nurse Advice Line, Care Management, and Healthy Families programming.
Solution:
The programming is a strong value add service, and highlighting benefits during the annual open enrollment season is a differentiator. A streamlined message is crafted annually so that attendees can return home with key talking points for their health plan members. ubsatialEfforts increase program utilization along with helping the health plan maintain the market share of Federal Employee members.
Role:
My responsibilities included prospectus submission, the development of booth invitations, booth graphics, handouts, experiential engagement marketing, and conference follow-up. By attending the events, I'm building long-term relationships and enhancing our Brand.
Outcome:
Our exhibit provided dynamic content year after year, and field staff was pleased to meet, learning critical value proposition statements for promotion to the members.
Reflected in the PDF are Conference Illustrations.
2022 VRI Presentation to State Health Plan.
Project | 02
Introduce a new state-wide Program to key Stakeholders, generate referrals
Situation:
When launching a Medicaid Care Management Program in an entirely new market, our organization needed to increase provider awareness to encourage patient participation via program endorsement. These referrals influenced positive returns on investments.
Opportunity:
Working with a state-based Medical Director and Executive Director, we formed a program outreach strategy. For provider promotion, we identified local medical conferences and professional meetings where we secured
sponsorships, had exhibit booths, and presented opportunities on relevant topics.
Action:
I secured professional speaking opportunities and community outreach events to heighten awareness and was responsible for tactical Execution, creating content, and scheduling staff representation.
Results:
Over the course of the first 18 months, we successfully gained name recognition and were able to integrate promotion in high-propensity physician offices as well as in emergency rooms. Physician referrals to our programming instill trust, and patients begin accessing our convenient and helpful clinician team. Once engaged with our Program, we can start closing the gaps in basic needs and chronic condition metrics.
State of Nevada Program Outreach Strategy.
Portal FAQ for Internal Staff Members to Access
Participating 10 consecutive years, takeaways evolved from print handouts, slide decks, and recordings distributed via pen drives to video links.
Booth visuals often included streamed content on display monitors as well as experiential marketing (aka interactive).
2022 - More recently, I secured participation in national and regional conferences, and expos, and led 45 virtual and on-site meetings. Our VRI services support Health Plans Long Term Services and Supports, State Home and Community Based Services, and Age in Place PACE programs.
Project | 03
Provider Recognition / Competition results in increased Program Engagement. Drives healthcare services use.
Problem Opportunity:
Low Provider Participation in Disease Management Program
Solution:
Developed “Care Excellence Award” campaign to incent providers to partner with the client’s DM program. The client was working to improve patient health by closing gaps in care and believed provider participation was critical to achieving this goal. The care gap metrics were tied to contract language.
Role:
Using data, we identified the high-propensity practices where engagement could be impactful. I crafted a predominate newsletter article that introduced the challenge and field staff who had received talking points and a handout and highlighted the program during on-site meetings. Two levels of awards and office publicity elements are noted in the PDF.
Outcome:
249 provider office awardees ultimately influenced the program's positive ROI, increased the care management program name recognition, generated free press, enhanced existing relationships, and demonstrated the ability to overcome barriers to improvement in the provider community.
Provider Engagement Design and Outcomes Summary
Project | 04
Strategic B2B Webinar Series
Opportunity:
With a reduction in the workforce, there was a gap in resources.
Solution:
I volunteered to manage and facilitate the B2B webinar series, ensuring the marketing plan was not jeopardized.
Role:
Researched and identified partner webinar vendors, gained insights, and proactively documented processes. successfully implemented four webinars.
Outcome:
Efficiently maintained the webinar series, meeting with subject matter experts to discuss the focus of their presentations, crafted unique webinar invitation messages for each session, and provided to the webinar vendor the presenter's biography, photo, and live call introductory scripting.
Advised webinar presenters (subject matter experts) when producing presentations. Conducted the post-webinar survey, followed up with individual participants regarding posed questions during the live call, distributed presentations, and routed sales leads.
Program Communication-specific Webinar:
As part of the webinar series, my Program Communications team members and I crafted a presentation to educate non-active clients, demonstrating our breadth and depth of service offerings and highlighting ROI.
Chicago-based Physican Practice revieces award
Sample slide displayed during the webinar. The full deck was shared post-webinar.
Project | 05
Revamped Portal and new Health Mgmt Tools,
FLASH Tutorial enticing use
Opportunity:
With the launch of the new consumer portal, there were many new tools available to health plan members. However, without member education, utilization
could be minimal, bringing dissatisfaction to the Health Plan.
Solution:
To inspire members to register for the new website, we worked with an outside agency, Mad Pow, to develop an interactive FLASH tutorial to be viewed by members on-demand.
Role:
I coordinated a series of meetings with key stakeholders (internal and agency) to design the most influential messaging for each new tool. In addition to leading and participating, I managed the internal review cycle to ensure timely feedback and a successful launch date.
Outcome:
An engaging and simple storyboard provided members with clear value propositions and enough visual illustrations on how to navigate the portal that new user registration increased by 29% and returning users increased by 37%.
FLASH Tutorial produced in collaboration with MadPow
Complimenting the news story are Social Media posts
Project | 06
Newsletters to VRI PERS Referral Audience
Case Managers will either ask the customer if they'd like to select a PERS vendor of their choice or have them select on their behalf. To remain top of mind, as I continued to build relationships with the Case Managers, I crafted and distributed digital, monthly newsletter containing service differientiators and educational content.
Project | 07
Television Coverage/Publicity
Sport Construction Midwest
Hoop Sales Publicity - Public Relations
Opportunity:
Due to the COVID-19 lockdown, kids and parents were going stir-crazy. Experiencing heightened basketball hoop sales, we knew it was an effective solution for keeping family members engaged, active, and happier.
Solution:
Pitch to the local media, local families were purchasing outdoor basketball hoops resulting in a fun, family memories along with improved mental and physical fitness. With a full inventory, families could have hoops installed within a few days.
Role:
Wrote a press release and contacted Des Moines media contacts directly. Prepared the Sport Construction Midwest staff member on key talking points when interviewed.
Outcome:
Sport Construction Midwest earned publicity with a television story on Channel 13 News. Consequently, additional hoop sales were generated, and existing friends/customers promoted the excitement on their personal Facebook pages.
Channel 13 News
News Story displayed online in written format
Complimenting the news story are Social Media posts.
Project | 08
Special Event Planning, Promotion,
and Execution
Opportunity:
The regional shopping center owner planned to invest $2M in a facility renovation that could be promoted to generate positive publicity.
Solution:
A press conference was planned, and regional media representatives were invited. In addition, a re-grand opening event would be created to gain additional publicity and have the community tour the newly renovated shopping center.
Role:
Collaborating with the shopping center corporate office and the design firm, we established the press conference agenda and finalized the presentation and display boards. I orchestrated the invitation development and distribution and a continental breakfast that would be part o the morning event.
Toward the end of the $2M renovation, I orchestrated Grand Re-Opening promotions, including a Chamber of Commerce Business PM event. I also distributed a press release to gain further publicity.
Result:
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The publicity earned was a 70% increase over annual advertising with an additional $14,115.
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250+ guests attended the successful ribbon-cutting and Chamber of Commerce Business PM reception.
A sampling of the various special events to generate foot traffic and increase store sales.
