Lisa Williams-Scott CV

DIGITAL MARKETING STRATEGIST/CONSULTANT — Founder

APR 1998 - PRESENT

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• Founded MEDIA forte marketing in 1998, later rebranded to When Everybody Clicks/Sustainable Digital Marketing in 2012.

• Pitched and won retail, ecommerce, healthcare, real estate, winery, and hospitality business.

• Worked with clients to define what success looks like for our partnership and laser-focused on those goals with appropriate digital strategies and project plans to achieve year over year revenue growth. 

• Interviewed 62 digital marketing leaders to author a book about client and vendor relationships. 

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PEACEHEALTH — Interim VP Marketing 

MAY 2023 - DEC 2023

Senior Director, Growth & Loyalty

JAN 2021 - MAY 2023

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DATA

• Conducted discovery that included interviewing more than 40 people to define a roadmap. Blend and visualize Marketing analytics to align the team, vendors, and platforms around a strategic 3-year roadmap. 

• Led large Data Management project to unify disparate provider, location, and condition data needed to improve patient care search for our digital front doors. Included interviews with more than 175 cross-functional leaders including Operations, Clinicians, and IT. As Business Champion, wrote project charter, collaborated to build requirements, RFP, scoring, and platform selection, implementation and governance.

 

PEOPLE

• Managed developers, writers, marketers, product managers, vendors, user experience, and creative to complete two redesign projects; one light redesign, content refresh and move to newer version of CMS and one redesign to meet new brand visual standards. 

• Supported content leader to build content strategy and content pillars to improve quality of brand content. Implemented AI/Chat and supported taxonomy manager to improve patient ability to search and find information by iteratively adding dialogs starting with Covid-19 and evolving to include contact us, care search, financial services and more.

• Served team of 10, hired for three roles, including new Content Strategy discipline. Created efficiencies across many marketing tools meant to drive data and media management across multiple channels, reducing duplication and burn out.

 

STRATEGY

• Crafted 3-year roadmap, driven by data analysis and cross-functional discovery. 

• Supported a large Wayfinding Project that included Brand Architecture, Local Search, and Exterior Signage that resulted in 5X increase in Google Business Profile engagement including calls and requests for directions. 

• Guided creative and content teams for our Brand Guidelines and Digital Identity Guidelines. 

• Implemented cross-channel campaigns and improved visibility and conversion with 2X increase in web visits and 3X increase in converting visitors to a call or care search.

 

OUTCOMES

• Business champion for a large data management project that led to improvement and enhancement of system providers, locations, and conditions/treatments.

• Led 12-month cardiovascular campaign with a combination of media placement and health risk assessments as lead generation drivers that drove 115 net new TAVR, MitraClip and Watchman procedures that resulted in $1.12MM in direct margin - that were directly attributable to marketing, leveraging predictive analytics and operational alignment. 

• Reduced cost of calls and leads by 14%.

 

OHSU — Director

DEC 2019 - JAN 2021

OHSU — Associate Director

AUG 2015 - DEC 2019

 

DATA

• Implemented tools and people for blending and visualization of Marketing data as foundation for campaign and user experience projects. 

• Crafted 3-year roadmap and business championed five large projects including provider survey Transparency, Local Search, Content Strategy for the Web, CRM acquisition and implementation, and Online Patient Referral Portal. Supported online scheduling initiative. 

 

PEOPLE

• Built and scaled Digital Engagement team from two to 14 people in four years. Included agile project management, content strategy, analytics, and production. 

• Onboarded paid media, SEO, local search, and CRM vendors to support high-priority business goals. Improved paid media quality scores by 20%, educated clinical leaders on digital strategy to gather support for roadmap and budget for large, impactful projects. Demonstrated ROI and “unsiloed” our team work. 

 

STRATEGY

• Data analysis showed local search (Google Business Profiles and other local listings management) as our largest opportunity from a reach and engagement perspective. Led large, cross-functional project to support local search and provider and clinic management. 

• The Content Strategy for the Web project included interviewing dozens of clinicians and rewriting hundreds of service lines and other high-value website pages that resulted in year over year double digit increases in organic search visits.

 

OUTCOMES

• The Local Search projects resulted in 8X increase in reach and 12X increase in engagement for calls and directions. Included working cross-functionally with the City of Portland and Design and Construction to re-address the campus to mitigate the wayfinding issue of a large hospital system having a single address (3181 SW Sam Jackson Park Road). That project launched with pushing all of our newly Brand Architected clinic and location names in Google and placement of discrete addresses on campus streets and buildings. Reducing friction for patients, and likely reducing no-shows. 

• The Transparency project included an Epic build to support providers approving comments in Epic, to the high satisfaction of both our Providers and Patient Experience team.

• Discovery, scoring, acquisition and implementation of Customer Relationship Management tool, included working with Revenue Cycle to map codes to procedures to define Marketing performance. The first campaign, Ortho, demonstrated the Marketing funnel from visibility, promotion, and engagement to growth of a $1.6M revenue-generating campaign. 

 

PUBLICIS (ROSETTA/SDI) — Director Paid, Owned, and Earned Media

JULY 2012 - SEPT 2014

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• Developed and oversaw execution of strategic online customer acquisition plans for primarily ecommerce and retail clients including Justice, University Hospital, Marriott/Ritz Carlton, Nationwide, Consumer Reports, and MSC (600K SKU website).

• Managed team of seven.

• Pitched and won business with cross-functional teams.

• Worked with developers, user experience (on site lab), content strategists, social media, SEO, and paid media teams to deliver growth for clients.

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EDUCATION

BA, UO School of Journalism University of Oregon

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SPEAKING/TRAINING

Speak on the topics of healthcare strategy, digital strategy, and team development at more than 65 conferences.

 

VOLUNTEERING

Lifelong commitment to volunteering on the topic of education:

• Board of Directors and Advisory Board

  • SEMpdx (Search Engine Marketing Professionals of Portland, Oregon)

• Board Member

  • SocialMedia.org Health

• Co-Chair Content Marketing Committee

  • Vizient 

• Digital Healthcare Executive Group Forum

  • HMPS

• Judge

  • HCIC Healthcare Internet Hall of Fame

• Judge 

  • US Search Awards

• Volunteer

  • Emerging Leaders

• Founder

  • Portland, Oregon Lean In Circle

• Board Member

  • Geonetric Healthcare Digital Marketing Trends Survey

• Host

  • Wonder Women Dinners

• Marketing Volunteer

  • Hathaway Brown

• Site Council

  • Hood River School District