Brand Voice & Content Strategy
Direct Care Alliance
Translating direct care into a buyer-ready story.
Project Overview
Positioning, content, and outreach operations for Direct Care Alliance — building the brand voice, monthly editorial cadence, and Apollo prospecting system that moves employers, advisors, and physicians from interest to commitment.
The Challenge
Direct primary care is one of the most credible answers to employer healthcare spend, but its story has been carried by clinicians more often than communicators. DCA needed a sharper voice — translating clinical truth into commercial language buyers, brokers, and operators actually use.
My Role
What I owned end-to-end.
- 01Brand voice framework and voice guide v1
- 02Monthly content calendar and editorial planning
- 03Apollo.io outreach buildout and training
- 04Sales enablement — proposal, kickoff, client portal
Strategy
The thinking before the doing.
Voice as the foundation
Captured the founder's point of view, codified it into a voice guide, and built every downstream asset — content, outreach, sales — from that source of truth.
Content on a calendar
Built a monthly editorial calendar with themes, hooks, and post variants so the team ships consistently without rebuilding the plan each month.
Outreach as a repeatable system
Stood up Apollo.io, documented prospect profiles, request forms, and a log template — so the team can prospect and report on their own pipeline.
Execution
How it actually got built.
Three workstreams that turned the strategy into a working system — with the artifacts to prove it.
Brand voice & editorial
Voice guide, social strategy deck, and a monthly content calendar — built in DCA's voice and aligned to the audiences they need to reach.
Deliverables
What was handed over.
- 01DCA Voice Guide v1
- 02Social Media Strategy deck
- 03Monthly content calendar
- 04Apollo.io training & help center
- 05Prospect profile, log template, and request form
- 06Engagement letter, proposal, kickoff decks
Resources
Documents & related pages.
Selected Artifacts
Outcome
A retained content + outreach engagement with a documented voice, monthly editorial cadence, and a working Apollo prospecting system the DCA team now runs.
12+
Deliverables shipped
1
Voice guide as source of truth
Monthly
Editorial cadence live