While my client, Canvas Medical, was getting some attention for mailing a nonfiction best seller to their prospects, they were doing nothing to establish themselves as a trustworthy authority in the health IT industry. I suggested that if they wanted to send something tangible to prospects, they should write their own book.
Chart Forward is the result. It was created to help their primary audience make intelligent Electronic Medical Record (EMR) purchasing decisions and handle the switching process from the old to the new. Just a few hours of interview time with the CEO coupled with my industry knowledge enabled me to ghostwrite a 44-page booklet for a fraction of the cost of what it cost them to purchase another author’s book. Because the company owns the copy, we have been repurposing it for use in other marketing content.