Spectralink: Building Demand Gen for Healthcare’s Unsung Heroes
Role: Marketing Campaign Developer | Focus: B2B Enterprise Healthcare
Spectralink makes purpose-built smartphones for healthcare environments with features like antimicrobial coatings and chemical resistance that consumer devices lack. My job was developing targeted demand generation campaigns for North American hospitals using EPIC systems, where the default had been giving clinical staff regular iPhones that weren’t built for 12-hour shifts in demanding care environments. I built the full campaign architecture across awareness, consideration, and decision stages, creating segmented ABM programs that moved hundreds of target hospitals through a months-long journey with messaging tailored to different hospital sizes and audiences.
The work spanned landing pages emphasizing care continuity over technical specs, paid LinkedIn campaigns testing angles from durability to cost savings, email nurture sequences that adapted by funnel stage, and blog content highlighting real use cases like prioritizing urgent calls through unique ringtones. Everything followed Spectralink’s brand voice of being clear, direct, and benefit-focused, speaking to clinical workers about their actual jobs rather than just pitching IT departments on specifications. The campaigns performed because they maintained consistent messaging across all touchpoints while always connecting back to the core insight: healthcare demands purpose-built solutions, not adapted consumer technology.
