This document provides recommendations for improving an outreach strategy targeting healthcare advertising agencies. It begins by outlining the overall outreach landscape and best practices for sequencing different types of outreach. It then provides suggestions for print materials, including recommendations for the letter, dashboard, and additions. Prospective targets within healthcare agencies are identified based on their roles and motivations. Additional outreach suggestions include partnering with influencers and partners in the healthcare space and developing content marketing. The next steps proposed are to further understand agency capabilities and identify opportunities, run an influencer and partner campaign, and develop a lead generation program through content marketing.

1. NAILING IT:
NEW BUSINESS
OUTREACH
STRATEGIES
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Outreach strategy
dissected.
You’ve got an incredible idea for a business, you’ve done your
homework, painstakingly developed a business plan, and
dedicated all of your professional time to nurturing and
growing this business of yours. Great! The only thing left to do
now is to get companies and brands to acknowledge the
brilliance of your plan and start partnering on projects. Gulp.
In a world of infinite outlets of communication, understanding
and harnessing the power of each can be a daunting task.
We started with a simple enough task: understand and
improve print outreach intended for future partners. In order
to get those envelopes opened and into the right hands, we’ll
take a look at the larger strategy and explore where print fits
in, the best way to use & support it, and discuss prospective
influencer and target leads.
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2
4
OUTREACH LANDSCAPE
Suggested outreach sequence & best practices
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AGENDA
PRINT RECOMMENDATIONS
Additions & suggestions on message and presentation
OUTREACH SUGGESTIONS
Ideas to support outreach & build relationships
3
PROSPECTIVE TARGETS
Suggested target ideas & their motivations

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OUTREACH LANDSCAPE
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The web is best for initial contact,
especially when just getting to
know your prospects. A solid
strategy, as you know, is to start
with linkedIn, but engage via social
media. An email received after
interaction on social media can
have more impact & opening
power when they can place your
name, even if from the web.
WEB
PRINT IS A PART OF A BIGGER STRATEGY.
Being able to get the most out of your print outreach means knowing when and where to use it in the scheme all communication outlets. This
is one example of how to sequence interactions so that they make sense to who you are reaching out to, are supported by each other, and
encourage the next level of engagement with a prospective client.
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INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
PRINT PHONE MEETING2 3 4
While initial email & print outreach
can be used interchangeably, I think
this is a natural and more welcoming
spot for print materials in which to be
received. You’ve made contact,
possibly received a reply, and the
goal is to make a connection that will
lead to a meeting. At this stage, you
are building on your awareness
equity, whether you have made
contact or not. Your name will start to
sound familiar without being
intrusive.
After contact has been made, opening
the phone lines at this stage will
provide a comfortable opportunity to
get to know each other with little
commitment from either side. While
the objective should be to get to know
as much as possible about them, to
them it should feel that you are
offering them something, whether it is
free consultation or an invitation to an
event you will be attending.
Getting the meeting means building
and nurturing the relationship to the
point where it is mutually beneficial
to both parties. Once you have
established trust, it makes sense to
offer an informal meet up, like coffee,
or at an event that you both will be
attending. While you can definitely
ask to meet up earlier in the
sequence, the more small, meaningful
prior interactions the greater chance
they will make time to meet you.

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OUTREACH LANDSCAPE
1 EMAIL
OUTREACH BEST PRACTICES
Each type of outreach comes with its own set of challenges. However, when used tactfully as part of a well researched and thoughtful
campaign, they can create the perfect building blocks to a relationship with prospective partners. I don’t doubt you are aware of these tips, but
it’s beneficial to look at print recommendations within this context.
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PRINT PHONE MEETING2 3 4
Warm up/interact via social
Email to & for a specific person
Write like you talk; be short & sweet
Know & mention their network
Show genuine interest in them &
offer benefit for their goals
Try to pitch or hard sell via email
Too long or complex
No incentive for response (i.e. not
offering a resource)
Use a powerful, benefit-oriented intro
CTA is specific and easy
Include short infographic that tells the
story of your business
Use as initial contact to request meeting
Unclear brand story
Does not reflect research or due
diligence put into knowing the target
Peer-to-peer tone (not buyer/seller)
Open with referral info & get to
relevance quickly
Calls are one part of a multi-
channel consistent message
Cold calling with no prior interaction
Pitching or selling of any kind, goal
should always be a meeting
Deep knowledge of company/client,
& their recent news prior to meeting
Let the 1st meeting be the intro &
chance to learn more about them
Going for the hard sell in 1st meeting
Putting your motives first
Trying to tackle their biggest
business problems first
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OVERALL
The best part about making initial
contact with prospective clients online is
that it can help weed out unfruitful leads
and save costs on print outreach
materials. Furthermore, you may make
connections online that can point you to
the specific person to mail to, ensuring
your materials get to the right hands. I
looked at the current outreach package
from the perspective of not knowing
anything about SVM, and what might
motivate me to watch the video and
respond to the outreach.
?
WHAT IS SHARED VALUE MEDIA?
This is on the website and in the case study video, but in case prospects don’t make it
that far, I would suggest adding a statement that explains what SVM does simply and
completely free of jargon.
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PRINT RECOMMENDATIONS
LEAD WITH YOUR YOUTH HEALTH NETWORK.
If I were the prospect working for a healthcare advertising agency, I would be
particularly interested in access to this network. This is one example of how your
services lend themselves to their goals.
INCLUDE HOW THEY CAN USE IT FOR RESULTS.
Whether in your letter or in the materials, briefly highlight how SVM is a cost
effective way to generate positive media coverage and differentiate from competition.
INCLUDE BRAGGING RIGHTS.
If you have any quotes or compliments from clients or colleagues, this would be a great
place to let others do the cheerleading for you. You can even use external industry
quotes (like on the following 3 pages).

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The idea that the charitable partner is only charity
sells the nonprofit short. Nonprofits have passionate
followers and key relationships and networks that
may not otherwise be accessible to brands or
companies. They have strengths in the numbers and
passion of their followers and relationships that can
work hard for brands and brand partnerships.
“
”— BROOKE GOLDEN, CLIF BARS
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7. Cause marketing is no longer seen as the ‘nice’
thing to do, but an essential business practice.“ ”— JESSICA KING, CLEAR CHANNEL COMMUNITY
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8. In the social business marketplace, brands must increasingly
establish why they’re meaningful to the lives of their
customers if they want them to buy their products, cause
marketing is now one of the most effective strategies for
business-building and positive impact.
“
”— SIMEON MAINWARING, CONTRIBUTOR, FORBES MAGAZINE
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LETTER
- Comment on case studies,
recent news, or compliment
experience, expertise, or current
work they are doing
- Drive to social commentary,
posts, or other content that could
be a resource for your target
- Request meeting to discuss ideas
on their current work or
educational meeting to learn
more about the agency
19INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
PRINT RECOMMENDATIONS
DASHBOARD
- Put title at top of dashboard for quick
scanning
- Needs a short, but compelling, intro
that includes:
- Why this model is unique
- How it can be used
- Value that it adds to a campaign
- How the data shows ROI/efficiency
- How quickly data can be gathered
ADDITIONS
- Business card for contact so they can
throw away package without losing
contact information
- Short, compelling infographic that
explains SVM’s capabilities & value
propositions for the audience (examples
on following page)
- Suggest creating a supporting content
marketing program or blog to drive to
where you can constantly interact online

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PRINT RECOMMENDATIONS
INFOGRAPHIC
EXAMPLES

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PROSPECTIVE TARGETS
LOOKING FOR FAST,
INEXPENSIVE, & ACCURATE
MARKET RESEARCH
ALTERNATIVES
ALWAYS LOOKING FOR A
UNIQUE POV THAT IS BOTH
SURPRISING & TRUE
CREATE SOLUTIONS THAT
DEEPLY UNDERSTAND THE
CONSUMER AS WELL AS THE
BUSINESS GOAL
STRATEGISTS &
PLANNERS
IDENTIFYING MOTIVATIONS OF HEALTHCARE TARGETS
There are a few departments within healthcare agencies that I feel would be most receptive to SVM’s services. Each of these roles have
different needs and motivations, so it’s worth discussing their goals and how SVM can help meet them. In each discipline, my suggestion
would be to either target the low men on the totem poll (who are looking to make an impact & get noticed), or higher ups who have
decision-making power. Middle management in healthcare advertising agencies at times have a tendency to be complacent in their careers
and less likely to try new tactics or foster partnerships with new vendors.
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INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
ACCOUNT
MANAGERS
MEDIA MARKETERS
RESPONSIBLE FOR GROWING &
BUILDING BUSINESS
REPRESENTS CLIENT & AGENCY’S
GOALS & LEADS THE TEAM
TOWARD MEETING THEM
RESPONSIBLE FOR TACTICAL
MANAGEMENT & PROVIDES
STRATEGIC RECOMMENDATIONS
LOOKING FOR WAYS TO DELIVER
ON STRATEGY IN INNOVATIVE
WAYS
(YOU KNOW THIS BUT):
DEVELOPING THE BEST REACH
ACCESS TO NEW AUDIENCES
AT COMPETITIVE RATES
NEED TO MEASURE, REPORT,
AND IMPROVE A CAMPAIGN
THROUGH PLACEMENT
#1 PRIORITY IS TO CHANGE
BEHAVIOR OF TARGET
HAVING THE BEST AND MOST
GENUINE VALUE PROP IN THE
GAME
CREATING, INNOVATING, AND
BUILDING NEW WAYS TO
CONNECT
NEEDS PROOF TO TRY A NEW
STRATEGY

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PROSPECTIVE TARGETS
CONFIDENTIAL
SVP, Account Planner
CONFIDENTIAL
Director of Account Planning
CONFIDENTIAL
Digital Strategist
STRATEGISTS
EXAMPLES OF TARGETS
Using my own background in healthcare advertising, these are the types of people I would recommend reaching out to at agencies to
develop relationships. These people are busy, so a focused, thoughtful and consistent campaign will be the best way to reach them. Get to
know their profiles, publications, and view their networks on LinkedIn. Getting a sense for these types of employees will help identify them at
other agencies. As I get to know how you have built successful relationships with previous clients, we can refine the outreach list.
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INFORMATION AND DATA IS CONFIDENTIAL AND FOR INTERNAL USE ONLY. NOT TO BE DISTRIBUTED TO THIRD PARTIES AND USED AS CONSULTATION ONLY.
ACCOUNT
MANAGERS
MEDIA MARKETERS
CONFIDENTIAL
Managing Partner
CONFIDENTIAL
Chief Growth Officer
CONFIDENTIAL
Managing Partner
CONFIDENTIAL
Vice President, Group Account
Supervisor
TOP:
CONFIDENTIAL
Senior Vice President, Managing
Director
CONFIDENTIAL
Senior Product Manger, HCV
Marketing
CONFIDENTIAL
Oncology Marketing

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IDEAS TO
EXPLORE
Now that we’ve explored the first few
steps toward a long term strategy to
target healthcare agencies, we can look
at other ideas to try to support outreach
and build relationships. We can review
these strategies together and decide
which make the most sense to explore
further for next steps.
INFLUENCER DEEP DIVE & OUTREACH
Identify influencers in the healthcare agency industry, see if they can provide advice, or
even get behind, your goals and let them influence for you. A few examples include
TEDx leaders in NYC who focus on healthcare, Matthew Zachary
(@StupidCancerCEO), or David Harlow (@healthblawg).
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OUTREACH SUGGESTIONS
PARTNER WITH PARTNERS
Who have healthcare agencies partnered with the in past? Examples include a cause
walk, or involvement in a health fair. Find who already has success with healthcare
agencies and see if there is an easier connection there.
B2B CONTENT MARKETING/BLOG
When you capture SVM’s expertise and package it to help prospects do their jobs,
you’ll earn better attention than from traditional selling. Content marketing also fuels
search rankings, social engagement, and gives you an offer to provide during outbound
communications.
LIFE OF AN AGENCY EXPLORATORY
I’d like to take you through the healthcare agency capabilities and process so you
understand their goals and priorities. Then we can identify opportunistic areas.

14. NEXT
STEPS
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H A Y L E Y G R A N T

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OBJECTIVES
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UNDERSTAND THE PROCESSES AND CAPABILITIES
OF PHARMA ADVERTISING AGENCIES
THROUGH UNDERSTANDING THE AGENCIES,
IDENTIFY WHAT BUSINESS NEEDS SVM CAN MEET
GENERATE QUALIFIED LEADS WITHIN THE
HEALTHCARE MARKETING SPACE
IMPROVE B2B MARKETING STRATEGY THROUGH A
ROBUST OUTREACH & NETWORKING PROGRAM

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RECOMMENDATIONS
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OVERALL OUTREACH STRATEGY AS OUTLINED IN EXPLORATORY
INFLUENCER AND PARTNER DEEP ENGAGEMENT CAMPAIGN
DEVELOP A SUPPORTING, LEAD GENERATION OUTREACH PROGRAM
THROUGH CONTENT MARKETING AND OFFERINGS, INCLUDING:
- WHITE PAPER, EBOOK OFFERING, OR WEBINAR
- NEWSLETTER
- BLOG
- SOCIAL ENGAGEMENT VIA TWITTER
- MEDIA COVERAGE

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DELIVERABLES
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1. OUTREACH STRATEGY FEEDBACK SUGGESTIONS
2. PRESENTATION OF PHARMA AGENCY CAPABILITIES &
RECOMMENDED AREAS FOR INVOLVEMENT
3. EXPLORATORY AND RECOMMENDATIONS OF LEADS IN THE
HEALTHCARE SPACE
4. FRAMEWORK & STRATEGY FOR SUPPORTING LEAD GEN CAMPAIGN

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TIMING
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WEEK 9/14 OUTREACH STRATEGY SUGGESTIONS
WEEK 9/21 AGENCY CAPES DEEP DIVE & EXPLORATORY OF LEADS
WEEK 9/28 FRAMEWORK FOR LEAD GEN CAMPAIGN
WEEK 10/5 COLLABORATION ON LEAD GEN, & PURSUIT OF LEADS