Carol Forden
Healthcare Content Strategist

Carol Forden

Worked with Aetna and McCann Health.
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About

Carol is a healthcare and medical writer, content strategist, copywriter, digital marketer, and executive ghostwriter with experience in the healthcare industry. Specifically, she has written extensively on value-based care for Aetna, BlueCross, United Healthcare, and more. She has written a variety of marketing content including website copies, ads, social media posts, press releases, whitepapers, thought leadership articles, landing pages, blog posts, short form articles, long form guides, and more. She has also written for a variety of topics ranging from healthcare policies, healthtech, pharmaceuticals, medtech, and biotech. As an executive ghostwriter, she also writes for healthcare C-Suite executives on health policy, reimbursement policy, government policy, and legislation. Her works also include medical-focused campaign materials, including materials for sites, outreach, and healthcare professionals, as well as public affairs/medical purpose PowerPoint decks for MedTech, digital health, pharmaceutical, and life science brands.

Employment

11 roles
Nov 2021 - Present 4 years 6 months
Senior Technical Writer
Continuum Clinical
  • Developed strategic messaging and content for clinical studies patient recruitment programs.
  • Created medical-focused campaign materials, including materials for sites, outreach, and healthcare professionals.
  • Collaborated with internal teams on concept development and creative execution.
  • Supported Phase I-IV clinical studies across a variety of therapeutic areas.
  • Developed and supported a variety of documents patient narratives, website copywriting, patient brochures, investigator brochures, client presentations.
  • Managed medical content development process to ensure consistency, quality, and timely completion.
Jan 2018 - Present 8 years 4 months
Content Manager & Copywriter
Demand Maverricks
  • Created patient education, advocacy materials, and call to action with a robust full-funnel omnichannel campaign for MedTech, digital health, pharmaceutical, and life science brands.
  • Copywrote ads and landing pages for digital marketing campaigns.
Oct 2013 - Present 12 years 7 months
Healthcare Writer
Independent
  • Created blog posts, advocacy materials, social media posts, website copies, landing pages, and press releases on value-based care.
  • Worked as a technical/scientific writer for clinical studies for health technology, pharmaceuticals, MedTech, and biotech.
  • Managed medical content development process to ensure consistency, quality, and timely completion.
  • Served as an executive ghostwriter for healthcare C-Suite executives on health policy, reimbursement policy, government policy, and legislation. 
  • Developed strategic messaging and content for clinical studies patient recruitment programs.
  • Created medical-focused campaign materials, including materials for sites, outreach, and healthcare professionals.
  • Collaborated with internal teams on concept development and creative execution.
  • Developed public affairs/medical purpose PowerPoint decks for MedTech, digital health, pharmaceutical, and life science brands.
  • Clients: Aetna, McCann Health, BlueCross BlueShield, and more.
Oct 2021 - Feb 2022 4 months
Technical & Scientific Content Writer & Copywriter
McCann Health
  • Revised and updated public affairs/medical purpose PowerPoint deck summarizing all the CDC and WHO/supranational recommendations on Pertussis vaccination.
  • Researched and updated information on SAGE/WHO recommendations for Pertussis vaccine.
  • Streamlined existing content to fewer than 25 slides in total.
  • Located sources for content missing references.
  • Hyperlinked reference sources.
  • Fact-checked and reference-checked all final content.
  • Developed and updated six key vaccine messaging points.
  • Copywrote Pertussis vaccine landing page with updated vaccine and brand messaging.
  • Target audiences: internal Sanofi colleagues (public and private markets); external communications to KOLs, including government buyers and health professionals.
Jan 2017 - Apr 2021 4 years 3 months
Writer
BlueCross BlueShield
  • Acted as executive ghostwriter for C-Suite position papers on value-based care, health policy, reimbursement, COVID, disease state management, health technology.
  • Provided web copywriting.
Jan 2016 - Oct 2020 4 years 9 months
Senior Copywriter
Aetna
  • Acted as ghostwriter for C-Suite on health policy, value-based care, and disease state management.
  • Wrote website copy and whitepaper.
Oct 2013 - Aug 2019 5 years 10 months
Vice President of Business Development & Marketing Strategy
Outsell Marketing
  • Added $2 million in new revenue, managed 10 major accounts successfully through an acquisition.
  • Improved client satisfaction rate to 92.3%, profitability improved by 38%.
  • Increased customer retention rate from 76% to 99%.
Jan 2008 - Sep 2013 5 years 8 months
Vice President, Sales & Marketing
Arctic
  • Grew the company from a startup to over 12 employees, with annual sales of $3.5 million.
  • Achieved key strategic wins with national retail chain stocking in over 35,000 stores, including CVS, Walgreens, Wal-Mart, UNFI.
  • Exceeded EBITDA Targets by 40% and net profit margin of 75%. 
  • Managed FDA Registration process.
Jan 2006 - Sep 2008 2 years 8 months
Business Development Manager, Healthcare
American Express Healthcare
  • Grew newly founded Healthcare division to one of top service providers in the health insurance payor market space.
  • Led growth from 0% to 1,500% within 18 months through closure of multi-year deals worth more than $8 million with Aetna, Cigna, Anthem, BCBS, and state Medicaid programs.
Jan 2003 - Nov 2004 1 year 10 months
District Sales Manager
AstraZeneca
  • Recognized as top performer for Toprol XL sales in the Boston region growing sales by 400%.
  • Managed $20 million annual revenue with nine field sales representatives.
Jan 2001 - Dec 2003 2 years 11 months
Institutional Regional Specialty Sales Manager
Abbott
  • Increased sales by 28%, achieved #3 district ranking within the USA.
  • Secured P&T formulary status for TriCor and Meridia in Boston area hospitals and health plans. 
  • Expanded Meridia market share from 38.9% to 62.0%. 
  • Supervised nine Specialty Representatives covering teaching hospitals and Key Opinion Leaders (KOLs) from Boston Philadelphia, Delaware, and New York State.

Portfolio

3 items