Greg Stielstra

Strategy Healthways launched its Bluezones Project in the Beach Cities of Southern California, positioning it as a "well-being improvement opportunity." But, after six months of aggressive marketing, only 900 people signed up to participate.  Before launching it in Iowa, I re-positioned it as a competition among communities where participation was an opportunity to "help your town win."  By replacing an unfamiliar concept (well-being improvement) with an existing emotion (civic pride) participation increased to 117,000 in six months.  Read more about the plan. The BlueZones Project Marketing Content Marketing/Lead Generation I created a content marketing, lead generation program for Healthcare Bluebook that exceeded goal by 10X at a cost-per-lead 38 percent lower than the industry average for healthcare.  Take a look at this pdf to see what I did.  Content Marketing - Lead Gen.pdf New Product Launch Bob Garfield of National Public Rad...