Challenge: To raise CEO’s profile as a thought leader and establish a communication channel for her to convey constructive insights about a patient-focused health care system, to a small, niche external audience.

Implementing a Solution: Worked closely with CEO to develop this SEO-optimized blog that provided regular posts highlighting her insights based on proven models, professional experience and examples with proof points. Blog was cross-promoted in this guest Leadership Lab column in the Globe and Mail.

Results: Blog exceeded short-term objectives by:

• Attracting 1,331 views with first four posts
• Attaining 36 shares/retweets through social channels
• Securing 26 subscribers/followers, including six within niche audience