Project Overview
Transforming complex AI-driven healthcare technologies into compelling, market-ready narratives and strategic initiatives that accelerate growth, drive adoption, and achieve commercial success.
A brief explainer video I produced for Enlitic’s advanced PHI data anonymization tool for radiology.
Enlitic is a healthcare technology company pioneering AI-enabled solutions to streamline radiology workflows and unlock the full value of imaging data. When I joined as Director of Digital Marketing & Growth Strategy, the company was undergoing a pivotal shift—from R&D-focused startup to market-ready innovator with commercial ambitions across global markets.
One of the biggest challenges was positioning a highly technical AI platform to resonate with non-technical stakeholders: hospital executives, radiologists, imaging vendors, and procurement leaders. The core offering, centered around DICOM standardization and data harmonization, required precise yet accessible messaging that translated engineering capabilities into clear business value—clinical efficiency, regulatory compliance, and long-term cost savings.
Compounding this complexity was a highly fragmented competitive landscape, with few category definitions, limited awareness of the technology’s long-term potential, and resistance to AI in clinical environments. Enlitic needed a unified voice, a modernized presence, and a data-driven approach to market engagement—all while honoring the credibility of its scientific foundation.
I led the development and execution of Enlitic’s integrated digital marketing strategy, aligning brand, demand generation, and thought leadership under a cohesive commercial vision. Key achievements included:
Strategic Messaging & Narrative Development: Created a scalable messaging framework that clarified Enlitic’s value across key audiences—clinicians, investors, BD partners, and regulators. This served as the foundation for sales decks, investor materials, conference presentations, and web content.
Demand Generation & Content Strategy: Designed and launched multi-channel campaigns (email, paid media, webinars, gated content) that increased qualified inbound leads by 27% year-over-year and improved sales cycle velocity. I also authored and produced high-value content including case studies, eBooks, product sheets, and clinical white papers.
Website & Conversion Optimization: Led a full overhaul of Enlitic’s digital presence—including site architecture, messaging, UX, and analytics—resulting in a 42% increase in targeted traffic and significant improvements in bounce rate and time on page.
Market Intelligence & Thought Leadership: Created competitive analysis briefs, monitored clinical and AI trends, and attended industry conferences to gather insights that shaped messaging and product roadmap priorities. Additionally, I supported the executive team in establishing thought leadership through ghostwriting, speech support, and bylines.
By bridging the gap between complex AI capabilities and real-world clinical relevance, I helped Enlitic advance its position as a category-defining leader in medical imaging AI—ready to scale globally, engage partners, and accelerate go-to-market momentum.
Creative content strategy and direction bringing great experiences to your audience, hassle-free.
Andrew.J.Diederich@gmail.com
T: (720) 507 8331
