Financial Operations Webinar Brief

01

Business challenge

Independent healthcare practices were preparing to grow while dealing with claim denials, slow insurance reimbursement, patient-payment friction, billing complexity, and staffing pressure. The campaign needed to make those issues approachable, establish Tebra as an educational partner, and give prospects a clear reason to register.

02

My role

I developed the campaign brief and activation package. I translated source research and product value propositions into the webinar narrative, landing-page experience, and a three-email registration sequence, with supporting context for seller follow-up.

03

Strategy

• Anchored the campaign in a clear buyer tension: practice growth creates opportunity, but outdated billing and payment workflows can turn that growth into financial stress.
• Balanced brand education with practical takeaways so the webinar could build awareness without reading like a product pitch.
• Organized the story around five connected themes: practice growth, insurance payouts, patient payments, billing support, and margin improvement.
• Mapped product capabilities to both practice and patient benefits, keeping operational value concrete for healthcare decision-makers.

04

Execution

• Built a 13-page working brief with campaign objectives, source assets, key selling points, value propositions, landing-page copy, email copy, and launch timing.
• Wrote the registration page around specific learning outcomes and made the recording available as a secondary reason to convert.
• Created a three-email sequence that moved from problem awareness to practical value and final registration urgency.
• Developed A/B subject lines and preheaders, then kept the message consistent across each send and the landing page.

05

What the brief enabled

• Created one source of truth for the webinar story across campaign, web, lifecycle, content, and seller touchpoints.
• Connected broad financial stress to specific operational problems and actionable education for growing practices.
• Made the campaign easier to launch and follow up by packaging the message, proof points, copy, timing, and resources together.

06

Tools and channels