Design of strategic plans, programs, branding, writing, social media, and content management for companies. Telehealth & Telecare Aware, London UK/New York NY. Editor in Chief (from 2009) Content development, news reporting, trend and issue analysis, for international professional healthcare technology website. 5-7 articles weekly. Expanded US-oriented technology and policy content, thought leadership topics in digital health, robotics, financing, IP, cyber/data security, AI/machine learning. SG Healthcare Analytics, New Jersey. Data analytics consultancy.

www.telecareaware.com  Content development, news analysis, issue research/reporting for international healthcare technology website.  Expanded US-oriented technology and policy content, thought leadership topics, covering market trends in digital health, robotics, financing, IP, cyber/data security, AI/machine learning, data integration in patient care. Promote content via digital/social media management: LinkedIn company page and articles; personal updates, Twitter (@telecareaware, @deetelecare), cross-publishing on Facebook. Cross-promotion with as sponsor for conferences. All articles by Donna Cusano: http://telecareaware.com/author/donna-cusano/?cat=-3316

Repositioned product marketing and messaging to health plan and association segments for health education leader. Conducted marketing discovery process for health plan (payer) market. Analyzed target customer base, needs and concerns, competitive, perceived value/benefits, and product fit to buyers. Defined differentiation options. Projected annual account value for current and prospective clients.  Authored value proposition and core messaging for payer and non-profit association market segments.  Leveraged new value proposition and message into targeted sales presentations, videos, webinars, and new portfolio of sales/account management materials congruent with the Krames master brand. Planned, wrote, and edited sales ABM materials (1:1 and 1:few) reaching diverse prospects and influencers: prospect and account expansion presentations; HEDIS analysis relating quality metrics to health education developed into pillar asset, gated white paper + blogs; 9 new sell sheets, and 4 case studies; planned and wrote blogs, social media + lead capture, prospecting direct mail/email campaigns, and web pages across 2 websites. Created Q4 2021 and CY2022 marketing plans targeting payer and association buyers with a content-rich cadence of campaigns, issues, initiatives thru web, blogs, mailings, prospect emailings, social media channels.

Restarted marketing department after company acquisition. Directed and developed B2B, B2B2C and B2C marketing plans and programs. Conducted rebranding. Created impactful, CMS-compliant external and internal communications that built long-term independent provider relationships, generated leads, supported Medicare population health, and improved patient outcomes. Enabled business growth, practice/patient retention, introduced products for 2,700 providers with 150,000+ patients. Collaborative Health Systems is a healthcare management services organization (MSO) that organizes independent practices into value-based care and quality-based models including Medicare shared savings programs.  Repositioned the CHS brand to convey the company’s unique value and strengths in management services and ACO formation. Managed agency in fast tracked marketing discovery, competitive analysis, value proposition, rebranding, and graphics evolution process.  Deliverables included sell sheets, provider and business presentations, website copy/organization, and emails. Product launches for HealthyImpact 360 SaaS population health platform and telehealth capabilities, including branding, positioning, internal/external communications, provider training webinars, and documentation.  Developed with Pfizer joint patient demand generation program utilizing direct mail and outbound calls. Achieved 30% patient response. Built and executed annual calendar of ACO communications, both CMS-required and targeted to specific quality/care coordination objectives such as CCM, TCM, AWV, patient-practice alignment and notification. Writer/editor, initial design, and brand guidance on collateral, presentations, training materials, and websites.Company achieved revenue growth from net loss through 2018 to profitable operations in 2019 and 2020. WellCare acquired by Centene Corporation 1/2020. One-year non-compete 7/2020-7/2021.

Strategic plans, programs, branding, writing, social media, and content management for companies including ** Marketing writing, value proposition and market development for startup app security provider in healthcare vertical introduction. Authored white paper and webinar presentation, ‘Healthcare Apps in BYOD World’.**Telehealth & Telecare Aware, London UK/New York NY. Editor in Chief (2009 to present)**CarePredict, Plantation FL 10 articles + blogs for developer of predictive ADL safety systems in senior housing**Health 2.0 NYC/MedStartr Co-Organizer/Event Producer for 6,000-member health technology and entrepreneurship association.

Retained consultant from 7/2014, hired 5/2015. Unit of NSD Co Ltd (Japan) founded by Bayer. Closed 12/2016.Directed and developed post-acquisition strategic product marketing plans, product branding, and communications. Launched two home-based SaaS mobile remote patient monitoring/telehealth devices and platforms (FDA Class I, II).  Transformed technical product features into voice of customer-driven product marketing and communications.  Assisted developers, engineering, clinical staff, and outside designers on end user experience (UX) of software. Created impactful, versatile, FDA-compliant materials: writing, editing, product naming, and guidance to marketing agency. Customers: VA Home Telehealth, ACOs, health systems, community paramedicine providers.  Directed multi-channel communications for health professionals, clinicians, and patients: thought leadership white papers, online/print articles, lead generation and trade show/meeting emailings (15-20% open), sales presentations/webinars, sales and patient collateral, social and earned media, clinical trainings, user surveys, and government/commercial sales presentations. Built and built out new website. Provided marketing and messaging guidance to Business Development, Government Sales, and clinical teams for client solicitation, VA contract solicitation, client development, provider implementation, and training.Saved company an estimated $175,000 as writer and initial designer of clinical/patient user guides and device packaging.

Strategic plans, programs, branding, writing, social media, and management for companies including:CONSULTANCY/ALLEGRO MARKETING & COMMUNICATIONS CONSULTING LLC Strategic plans, programs, branding, writing, social media, and management for companies including Viterion Digital Health, Health 2.0/Medstartr, SG Healthcare Analytics, WTO Associates.HORIZON HEALTHCARE INNOVATIONS (initiative of Horizon Blue Cross Blue Shield of NJ), Newark, NJ Communications Manager (full-time contractor)Developed internal and parent executive and governance communications critical to programs developing outcomes-based/bundled insurance payment healthcare models: medical homes (PCMH), accountable care organizations (ACO), Episodes of Care and consumer engagement.

Series B startup acquired by GE HealthCare (Intel/GE Care Innovations, now ICON plc)Director and Head of Marketing Established marketing and communications area for early-stage, FDA Class I cleared SaaS health technology company in behavioral telemonitoring. QuietCare was the first sensor-based digital health system that used predictive analytics and machine learning to model activities of daily living (ADLs) as indicators of health changes.  Built credibility and rationale for behavioral telemonitoring of residents to consumers, senior housing executives, non-profit organizations, home care agencies, and clinicians through PR, earned and paid media.  Developed brand leader strategy, positioning, value propositions, and communications/event support for clinical and sales teams. Wrote and edited all materials. Hired and managed PR agency. For direct sales, developed consumer DRTV campaign and catalog campaign, produced three commercials, three print ads, managed media buy, and call center responses. Achieved 12.5% lead conversion.  Supported B2B senior housing sales enablement through industry thought leadership and communications.Company achieved 3,500 units in homes and senior housing in US and UK. Units in service and revenue increased by 67% in first year, over 200% by December 2008. Transitioned marketing to GE HealthCare after company acquired.