Only a few days after we first spoke, Telax had the collection of new infosheets they needed to launch their Healthcare campaign.

A few weeks ago, I received a message over LinkedIn: a former colleague from Sandvine*, Joseph Herdé, needed content to help his new company, Telax.

*This scenario is a recurring theme in Cromulent’s growth: colleagues from Sandvine go to a new company and quickly recognize that they need the types, volume, and quality of content that was at their disposal at Sandvine—then they call me to fill those gaps.

Telax offers the leading Cloud Contact Software as a Service solution (CCaaS), which combines a robust suite of features with carrier-grade reliability, and world-class deployment and support services. Unlike most players in the space, Telax partners with Communications Service Providers, so end customers can satisfy all their data and communication needs as easily as they can buy voice or Internet services.

A Disciplined Growth Strategy

To fuel sales growth in an efficient manner, Telax is executing a disciplined strategy of targeting particular verticals one-by-one.

First on the list: Healthcare.

Healthcare providers (e.g., clinics, hospitals, care facilities, etc.) represent an enormous (and growing: demographics are inexorably aging) market opportunity. Plus, there are barriers to entry, like regulations governing data privacy and audit capabilities, that Telax meets.

The repeatable model being used to pursue each vertical is a combination of a vertical-specific landing page, prominent success stories, a collection of infosheets, and promotional activities (e.g., advertising campaigns, channel training, etc.).

Clear Content Needs

Joe is now the Chief Commercial Officer at Telax—when he found himself needing quality content, fast, he knew Cromulent was up to the challenge.

There’s only one small complication: all the content for each vertical needs to be created from scratch.

Joe is now the Chief Commercial Officer at Telax; previously, he ran Sandvine’s product management team. In that capacity, he and I worked very closely together (I ran product marketing)—so when he found himself needing quality content, fast, he knew Cromulent was up to the challenge.

Telax already had the Healthcare landing page designed, so they sent me a mock-up, and they’d written an important success story, but they still needed the infosheets before they could really get going with the campaign.

Unlike the dry, feature-focused datasheets common in their industry, Joe wanted theirs to be different—to orient instead around real problems facing healthcare providers.

Unlike the dry, feature-focused datasheets common in their industry, Joe wanted theirs to be different—to orient instead around real problems facing healthcare providers.

Of course, we still needed to show that Telax offered a credible and unique solution—including introducing important features—but we needed to do so in a very clean and accessible manner.

Say less and make it count!

Cranking Out Content

One interesting wrinkle was that I was only responsible for the written content and general suggestions about layout—the final product would be done by Telax’ existing design agency.

Both to provide myself with useful design constraints and to help me make my layout recommendations, I quickly mocked up a template that mimicked some existing Telax material. This activity was definitely worth the extra time, as it forced me to work within extremely tight confines, which demanded very careful word-smithing to make the most of the limited area and to conserve the ‘clean’ look.

Through conversations with members of the Telax team and by doing some additional research, I quickly learned about the specific challenges facing Healthcare providers and the operational realities and complexities that characterized their space; I also developed an understanding of the Telax Contact Center solution, so I could accurately represent its capabilities and map them to particular Healthcare problems.

Using this information, I drafted six infosheets—one each focusing on a major goal of Healthcare providers:

• Extending care team collaboration
• Facilitating patient outreach and engagement
• Improving the patient experience
• Increasing operational efficiency
• Leveraging electronic health records
• Maintaining high compliance standards

For the front page of each, I settled on a general structure of:

• Introductory material to outline the general goal and to establish familiarity with the healthcare space
• Specific challenges facing healthcare providers as they try to achieve the titular objective
• Specific Telax capabilities and features that directly map (both logically and visually) to the challenges

The back page of each sheet provided some general information about Telax and referenced the other five healthcare goals; in once instance (Facilitating patient outreach and engagement), the back page also called attention to the important success story / case study.

Final Delivery

When I delivered the infosheets (stripped of my mock-up styling) a few days after our initial conversation, I also suggested specific ways in which they could be modified over time as new Contact Center features are introduced, new CSP partners are integrated, and new success stories become public—it’s always important to me that my clients enjoy long-term value from the work I produce, and I do everything I can to enable ‘self-service’ updates.

Only a few days after we first spoke, Telax had the collection of new infosheets they needed to launch their Healthcare campaign.

Here’s what Joe had to say, when he agreed to be a reference customer:

“Cromulent is a Unicorn—plain and simple. We initially engaged them for some use case-themed feature sheets for our Healthcare vertical campaign, which required understanding our features and how they were relevant to the vertical. Cromulent researched the market-space and our feature-set, and leveraged vertical-specific jargon for added impact. If you’re in the B2B space and looking for effective product marketing, Cromulent is as good as it gets.” —Joseph Herdé