It’s a big task to move an 80,000 employee organization on to a completely different mode of marketing thought. But that’s what Karen Thomas-Smith and her team at Optum has done, and they did it in the sometimes slow-to-adapt industry of healthcare.
Karen moved Optum — a B2B healthcare software and services organization — from traditional marketing to content-led marketing and thought leadership. Though she was met with resistance at first, she has since transformed Optum’s marketing for the better, as she presented at the B2B C2C conference this week.
Optum’s Journey To Content Marketing Success
Optum’s marketing efforts were once what Karen called “one and done” marketing, meaning trade shows, brochures and other traditional efforts. The focus was on the big sale. If a brochure were a first date, it closed with a call to action that asked for marriage.