Palo Alto Networks
The Healthcare CISO’s Guide to Cybersecurity Transformation
The platform story rewritten for hospitals, where downtime affects patient safety.
- views
- 1,500+
The campaign
Palo Alto Networks ran a six-month campaign aimed at healthcare IT decision-makers, with two goals: build brand awareness and generate MQLs for the healthcare sales team. I built the content strategy with the healthcare marketing team: one e-book, one white paper, four blogs, and four SEO pages, each feeding social, paid social, content syndication, paid search, and paid ads. This white paper was one of the campaign’s two long-form anchors.
Why it mattered
Healthcare sales had been asking leadership for industry-specific content for a long time. Healthcare CISOs face problems a generic enterprise message misses: connected medical devices on outdated operating systems, telehealth access to patient records, and ransomware outages that can stop care.
How it was built
Research
I started by consolidating research on the topic with ChatGPT to get an overview and a list of sources, then studied how competitors wrote about healthcare security: their language, their sources, and how authoritative they sounded. The threat picture draws on HHS breach data, the Verizon DBIR, JAMA Health Forum, Unit 42 ransomware research, and IBM’s healthcare breach cost of $10.1M.
Concept
I worked with our healthcare product marketing manager to map personas and pain points and to settle the talking points. The structure follows three modernization trends, each paired with its security challenge, then three focus areas with a goal, a challenge, and where to focus.
Writing
I wrote in clinical and operational terms: patient outcomes, continuity of care, biomedical teams. The product marketing manager reviewed at each cycle so the story landed with this persona.
Design
A landscape spread format with healthcare photography, so the piece reads as written for this industry from the first page.
Results
More than 1,500 views. Across its six months, the campaign’s content generated 3,000 MQLs and $15M in contact touch, and gave the healthcare sales team the material they’d been asking for.