Sarah Loeffler
Vice President Thought Leadership and Content at Knowtion Health- Claim this Profile
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Bio
Credentials
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SEO
HubSpot AcademySep, 2022- Nov, 2024
Experience
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Knowtion Health
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United States
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Hospitals and Health Care
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100 - 200 Employee
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Vice President Thought Leadership and Content
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Jun 2023 - Present
As head of Thought Leadership, I work with Knowtion Health’s executives, industry groups, and media in the development and dissemination of content related to revenue cycle innovations, trends, and strategy. Content areas of particular focus include denials management, A/R debt recovery, COB best practices, revenue cycle analytics, leadership strategy, revenue cycle staffing, revenue cycle benchmarking/KPIs, business operations optimization, payer relations, and revenue cycle technology… Show more As head of Thought Leadership, I work with Knowtion Health’s executives, industry groups, and media in the development and dissemination of content related to revenue cycle innovations, trends, and strategy. Content areas of particular focus include denials management, A/R debt recovery, COB best practices, revenue cycle analytics, leadership strategy, revenue cycle staffing, revenue cycle benchmarking/KPIs, business operations optimization, payer relations, and revenue cycle technology advances. My professional expertise includes thought leadership planning and development, content marketing, research strategy, and digital channel optimization (SEO, paid and organic social, etc.). I am always looking for new ways to collaborate with innovative revenue cycle thinkers and leaders. Show less As head of Thought Leadership, I work with Knowtion Health’s executives, industry groups, and media in the development and dissemination of content related to revenue cycle innovations, trends, and strategy. Content areas of particular focus include denials management, A/R debt recovery, COB best practices, revenue cycle analytics, leadership strategy, revenue cycle staffing, revenue cycle benchmarking/KPIs, business operations optimization, payer relations, and revenue cycle technology… Show more As head of Thought Leadership, I work with Knowtion Health’s executives, industry groups, and media in the development and dissemination of content related to revenue cycle innovations, trends, and strategy. Content areas of particular focus include denials management, A/R debt recovery, COB best practices, revenue cycle analytics, leadership strategy, revenue cycle staffing, revenue cycle benchmarking/KPIs, business operations optimization, payer relations, and revenue cycle technology advances. My professional expertise includes thought leadership planning and development, content marketing, research strategy, and digital channel optimization (SEO, paid and organic social, etc.). I am always looking for new ways to collaborate with innovative revenue cycle thinkers and leaders. Show less
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The Spot On Agency
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United States
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Advertising Services
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1 - 100 Employee
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Content Director
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Oct 2021 - Jun 2023
Oversaw development and execution of content strategy for inbound marketing campaigns of healthcare SaaS clients. Used data, social intelligence, content analytics, and SEO keyword research to inform topics and optimize engagement. Created content frameworks (pillar page and content clusters) and developed supporting topic outlines and content briefs. Identified content strategy needs, gaps, and opportunities across the customer journey by conducting content audits and advising on copy… Show more Oversaw development and execution of content strategy for inbound marketing campaigns of healthcare SaaS clients. Used data, social intelligence, content analytics, and SEO keyword research to inform topics and optimize engagement. Created content frameworks (pillar page and content clusters) and developed supporting topic outlines and content briefs. Identified content strategy needs, gaps, and opportunities across the customer journey by conducting content audits and advising on copy optimization (SEO, proper site tagging, etc.) Served as a collaborative member of the strategy team, leading brainstorms, work sessions, creative development reviews, performance reporting, etc. Managed staff editor and freelance copywriting team. Wrote ad hoc copy for articles, blog posts, downloadables, email lead nurturing campaigns, landing pages, and other creative. Show less Oversaw development and execution of content strategy for inbound marketing campaigns of healthcare SaaS clients. Used data, social intelligence, content analytics, and SEO keyword research to inform topics and optimize engagement. Created content frameworks (pillar page and content clusters) and developed supporting topic outlines and content briefs. Identified content strategy needs, gaps, and opportunities across the customer journey by conducting content audits and advising on copy… Show more Oversaw development and execution of content strategy for inbound marketing campaigns of healthcare SaaS clients. Used data, social intelligence, content analytics, and SEO keyword research to inform topics and optimize engagement. Created content frameworks (pillar page and content clusters) and developed supporting topic outlines and content briefs. Identified content strategy needs, gaps, and opportunities across the customer journey by conducting content audits and advising on copy optimization (SEO, proper site tagging, etc.) Served as a collaborative member of the strategy team, leading brainstorms, work sessions, creative development reviews, performance reporting, etc. Managed staff editor and freelance copywriting team. Wrote ad hoc copy for articles, blog posts, downloadables, email lead nurturing campaigns, landing pages, and other creative. Show less
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PMMI Media Group
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United States
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Technology, Information and Media
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1 - 100 Employee
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Director, Media Innovation and Insights
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Jul 2018 - Jul 2021
Grew/re-engaged audience and created significant lead gen opportunities for advertisers by creating e-books, white papers, and other PMMI Media Group content assets. Used Google Analytics data and reader interviews to flesh out topics and develop content strategy. Wrote/oversaw freelance content development. Drove traffic and conversions by creating supporting marketing collateral (sell sheets, email content and design, social media ads, and landing page content). Guided operations and sales… Show more Grew/re-engaged audience and created significant lead gen opportunities for advertisers by creating e-books, white papers, and other PMMI Media Group content assets. Used Google Analytics data and reader interviews to flesh out topics and develop content strategy. Wrote/oversaw freelance content development. Drove traffic and conversions by creating supporting marketing collateral (sell sheets, email content and design, social media ads, and landing page content). Guided operations and sales team in product introduction. Brands: Packaging World (manufacturing audience), Healthcare Packaging (life sciences), Automation World, OEM Magazine and ProFood World. Managed technical staff member in researching and testing new digital media products and platforms, developed creative as needed, oversaw beta testing and analysis, and provided data-based guidance on use to leadership, editorial staff, and audience teams. Research areas included paid Facebook advertising, CredSpark quiz software, Wistia video gating, Chartbeat content data and analytics training with editorial teams and Drift chat. Coached advertisers on ways to improve digital marketing performance and increased their awareness of company's products by developing content for print and email newsletters, quarterly column, live presentations, blog posts, and webinars. Topics regularly included tips for developing high-performing creative, guidance on optimizing channel use (best practices for email marketing, paid Facebook ad targeting, video pre-roll, maximizing web traffic, etc.), and latest B2B marketing trends. Provided creative review and B2B content marketing consultation to select advertisers as needed.
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Director, Custom Media
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Jul 2015 - Jul 2018
Led branded content creation services for digital, video, and print. Identified content strategy with clients and oversaw writing, design, and marketing of sponsored projects, including white papers, infographics, co-branded newsletters, videos, event-based publications, and microsites. Managed full-time writer and project manager, part-time videographer, and team of freelance writers. Clients included Siemens, Mitsubishi, UPS, Advantech, ProMach, and others. Oversaw custom research… Show more Led branded content creation services for digital, video, and print. Identified content strategy with clients and oversaw writing, design, and marketing of sponsored projects, including white papers, infographics, co-branded newsletters, videos, event-based publications, and microsites. Managed full-time writer and project manager, part-time videographer, and team of freelance writers. Clients included Siemens, Mitsubishi, UPS, Advantech, ProMach, and others. Oversaw custom research, providing sponsors with competitive insights into their business and customers by creating and executing custom surveys (Alchemer, SurveyMonkey), analyzing findings, and developing market intelligence reports. Managed custom media business line, setting and monitoring expense budget, creating proposals for sales teams, and pricing all custom projects.
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Healthcare Financial Management Association (HFMA)
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United States
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Hospitals and Health Care
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100 - 200 Employee
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Manager, Specialty Publishing
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Jun 2011 - Jul 2015
Grew non-dues revenue and association branding through sponsored publishing projects. Developed editorial orientation with clients, set production schedules, identified SMEs, wrote/managed team of freelance writers, and oversaw production of branded white papers, executive roundtables, research reports, electronic newsletters, social media, video, e-books, and web content. Clients included GE Healthcare, 3M, Aetna, Walgreens, Humana, Siemens, Optum, Premier Inc., Chase, Bank of America… Show more Grew non-dues revenue and association branding through sponsored publishing projects. Developed editorial orientation with clients, set production schedules, identified SMEs, wrote/managed team of freelance writers, and oversaw production of branded white papers, executive roundtables, research reports, electronic newsletters, social media, video, e-books, and web content. Clients included GE Healthcare, 3M, Aetna, Walgreens, Humana, Siemens, Optum, Premier Inc., Chase, Bank of America, KeyBank, Starbucks, KPMG, and many others. Created and oversaw content strategy for association's hospital and physician practice revenue cycle benchmarking SaaS product (hfma.org/map), ensuring message consistency and audience optimization through development of magazine articles, webinars, user forum calls, electronic newsletters, microsite content, social media, and video. Conceived and oversaw production of native advertising program in collaboration with advertising department (e.g., advertorials, business profiles). Developed new publishing products, moving from concept stage to prototype design, sell sheet creation, contract development and execution. Set and monitored expense budget for sponsored publishing and native advertising projects.
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Manager, Custom Publishing and Special Projects
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Jun 2005 - Jul 2011
Collaborated with practice/policy, digital analytics, and research staffs in thought leadership content strategy. Wrote/oversaw freelance copywriting of thought leadership white papers and research reports. Topics regularly included: revenue cycle optimization, hospital and physician practice mergers and acquisitions, capital planning, healthcare pricing, supply chain strategies, capital access, and regulatory compliance issues. Developed editorial orientation, set production schedules… Show more Collaborated with practice/policy, digital analytics, and research staffs in thought leadership content strategy. Wrote/oversaw freelance copywriting of thought leadership white papers and research reports. Topics regularly included: revenue cycle optimization, hospital and physician practice mergers and acquisitions, capital planning, healthcare pricing, supply chain strategies, capital access, and regulatory compliance issues. Developed editorial orientation, set production schedules, wrote/edited content, and oversaw the production of magazine special sections, slide presentations for speakers, and sponsored publishing projects. Wrote web content, maintained content calendar, and oversaw the production of sponsored microsites that hosted news, feature articles, research, slide presentations, and white papers.
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Senior Editor
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Mar 2002 - Jun 2005
Solicited and edited magazine articles. Wrote special features. Awards: Silver EXCEL award, Society of National Association Publications − Best feature article 20,001 to 100,00 circ., "Seeking Shelter from Rising Malpractice Costs," 2006; American Society of Healthcare Publication Editors − Regular column contributed, 2005.
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DHM, Inc.
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United States
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Pharmaceutical Manufacturing
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1 - 100 Employee
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Editor
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1999 - 2001
Wrote/edited content and managed the production of B2C health communications in an agency setting. Worked with Advocate Health, a 200+ site health system client, on the execution of nine quarterly consumer-targeted newsletters. Served as client contact, led content planning, set editorial schedules, interviewed SMEs, wrote/edited content, and oversaw production. Wrote/edited content and managed the production of marketing and membership materials for NAWH, a national not-for-profit… Show more Wrote/edited content and managed the production of B2C health communications in an agency setting. Worked with Advocate Health, a 200+ site health system client, on the execution of nine quarterly consumer-targeted newsletters. Served as client contact, led content planning, set editorial schedules, interviewed SMEs, wrote/edited content, and oversaw production. Wrote/edited content and managed the production of marketing and membership materials for NAWH, a national not-for-profit healthcare association, including quarterly newsletters, conference marketing communications, conference directory, sponsorship guide, and other marketing collateral. Show less Wrote/edited content and managed the production of B2C health communications in an agency setting. Worked with Advocate Health, a 200+ site health system client, on the execution of nine quarterly consumer-targeted newsletters. Served as client contact, led content planning, set editorial schedules, interviewed SMEs, wrote/edited content, and oversaw production. Wrote/edited content and managed the production of marketing and membership materials for NAWH, a national not-for-profit… Show more Wrote/edited content and managed the production of B2C health communications in an agency setting. Worked with Advocate Health, a 200+ site health system client, on the execution of nine quarterly consumer-targeted newsletters. Served as client contact, led content planning, set editorial schedules, interviewed SMEs, wrote/edited content, and oversaw production. Wrote/edited content and managed the production of marketing and membership materials for NAWH, a national not-for-profit healthcare association, including quarterly newsletters, conference marketing communications, conference directory, sponsorship guide, and other marketing collateral. Show less
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Copley Newspapers
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Newspaper Publishing
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1 - 100 Employee
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Reporter
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1997 - 1999
Wrote news and feature articles for weekly newspaper group (circ. 58,700). Awards: Illinois Press Association − Business writing; Illinois Press Association − Taxation coverage Wrote news and feature articles for weekly newspaper group (circ. 58,700). Awards: Illinois Press Association − Business writing; Illinois Press Association − Taxation coverage
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Education
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Northern Illinois University
BA, English -
Roosevelt University
MSJ, Journalism