During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Amy Sitnick, Vice President of Marketing of Greenphire. The interview takes a look into Amy’s past work experience in the financial sector and then how she got into a new field of “clintech” at Greenphire. Amy discusses some of the challenges faced with the absence of events and how her team builds a content strategy around product launches.

Episode Highlights

• Amy provides some insight into her past working experience which includes roles within financial services and B2B marketing.
• Amy discusses how Greenphire is a unique combination of financial services and healthcare - a term she likes to call “clintech” as the company helps facilitate financial information within the context of a clinical trial.
• Greenphire helps remove all the financial and logistical obstacles from clinical trials and stakeholders around the world. 
• Greenphire has helped automate the process of reimbursement of Clinical trials for participants.
• Amy discusses some of the initial steps she took to understand Greenphire’s ideal customer profile - including interviewing people in her own LinkedIn network and staff members when arriving at the company.
• Amy discusses the importance of messaging (referencing Simon Sinek’s “Know Your Why”) and really addressing a customer’s pain points when developing content.
• During the onset of quarantine, Amy discussed how the organization put an even bigger emphasis on the messaging they were placing in front of prospects and customers.
• During the interview, Amy mentioned that “patient convenience” really means a different thing during a pandemic and discussed how Greenphire is aiming to focus on education during clinical trials once those become more commonplace again.
• The company typically participates in over 25 trade shows each year and that strategy has changed quite a bit in 2020.
• As trade shows fall off, Amy and her team shifted focus to other initiatives like a redesign/redevelopment of the company’s website.
• Pausing the traditional customer journey during a pandemic allows Greenphire to focus on some of their core marketing initiatives - like messaging and the website.
• One of the challenges Amy discusses is the very active fall season that may materialize - as events get turned back on.
• One of the ways Amy and her team determine the schedule of content is based upon produc

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

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