In this episode of The Healthy Enterprise, Heath sits down with Michele Hart, Director of Marketing Communications at BostonSight, to explore the art and impact of nonprofit marketing in healthcare. Michele shares her journey from anthropology and journalism to leading marketing for a pioneering organization improving lives through innovative scleral lens technology. She discusses the challenges of mission-driven marketing—balancing purpose with growth, navigating the pandemic’s disruption, and aligning teams across marketing, sales, and product development—while emphasizing the importance of clear communication, the value of outsourcing for fresh perspectives, and the strategies that have helped BostonSight strengthen its brand and expand its global reach.

Chapters:
00:00 Introduction to Michele Hart and Her Journey
02:52 Transitioning to Nonprofit Marketing
05:54 The Impact of COVID-19 on Work Dynamics
08:55 Understanding BostonSight and Its Mission
11:50 The Science Behind Scleral Lenses
14:59 Marketing Challenges and Strategies at BostonSight
17:52 Navigating the Commercial Landscape of Scleral Lenses
21:01 Expanding Global Reach and Partnerships
23:58 Optimizing Marketing Channels and Strategies
26:23 Streamlining Communication in Marketing
30:31 The Importance of Outsourcing for Fresh Perspectives
34:40 Aligning Marketing, Sales, and Product Development
36:53 Revenue Generation in Nonprofits
38:40 Innovative Marketing Strategies and Patient Engagement
42:25 The Future of Marketing: Balancing Digital and In-Person
45:45 Innovations in Scleral Lens Technology

Guest Information:

• Guest's Name: Michele Hart
• Guest's Title/Position:  Director, Marketing and Communications 
• Guest's Linkedin: https://www.linkedin.com/in/michelespilberghart/
• Company / Affiliation:BostonSight https://www.bostonsight.org/
• Guest's Bio: Michele Hart is a strategic and creative communications leader with a proven ability to align business goals with marketing strategy and optimize resources for maximum impact. With extensive experience in the nonprofit and healthcare sectors, she develops high-performing campaigns that engage both B2B and B2C audiences, drive growth, and expand access to meaningful solutions. Her work has been featured in leading outlets including The New York Times, The Boston Globe, Good Housekeeping, TIME, and Prevention Magazine.

Takeaways:

• Michele Hart has over 25 years of experience in healthcare marketing.
• Her background in anthropology has been valuable in understanding consumer behavior.
• Transitioning to nonprofit work has provided her with meaningful mission-based experiences.
• COVID-19 created unique challenges but also fostered team bonding.
• BostonSight specializes in scleral lenses that improve vision and comfort for patients.
• The organization has a strong focus on patient care and research.
• Marketing strategies include optimizing channels and building brand identity.
• The commercial scleral lens is used by optometrists worldwide.
• Partnerships with international eye institutes have expanded their reach.
• Press releases remain a vital tool for internal communication and marketing. 
• Streamlining communication is essential to avoid muddled messaging.
• Outsourcing can provide valuable insights and an objective perspective.
• Aligning marketing, sales, and product development is crucial for success.
• Nonprofits must focus on revenue generation to sustain their mission.
• Innovative marketing strategies can enhance patient engagement.
• In-person connections are becoming increasingly important post-pandemic.
• Traditional marketing methods are seeing a resurgence in the digital age.
• Scleral lenses are evolving with new technology for better patient outcomes.
• A focus on prevention in healthcare could transform patient care.
• Engaging with patients through webinars and testimonials builds trust.