Building a marketing engine from the ground up - Lucy Railton, Director of Marketing, Smile CDR

Lucy Railton leads marketing for the fast-growing, Canadian, healthtech business, Smile CDR. 

Smile is on FHIR, pun-intended.  They are helping healthcare organizations solve interoperability issues through their FHIR-based platform. They provide solutions to help their customers adopt open standards to set their data-free.  Lucy is a long-time technology marketer who is building a marketing department from the ground up.   

In this podcast you will learn: 

- How Smile CDR has climbed a steep learning curve to enter the US market 

- How they have built a marketing team from a team of 1 to a team of 20 

- How they approach digital marketing especially how they create and leverage content 

- How Smile CDR is educating the market about FHIR especially the payer market 

- How they develop persona-based content marketing plans 

- How they use influencers 

- How they use Hubspot to create highly targeted marketing to engage buyers ​across long buying cycles

- How to create a testing methodology across your marketing plan