The strategy + approach
Make expertise unmistakable
KNB designed a targeted thought leadership campaign that blended paid amplification with strategic storytelling. Rather than promoting the platform directly, the focus was on elevating the founder’s voice, perspective, and experience.
The campaign centered on LinkedIn, using paid amplification from the company page to boost posts authored from the founder’s personal profile—ensuring her insights appeared directly in the feeds of health plan executives, Medicare operations leaders, and health tech investors.
KNB developed four anchor posts and supporting creative to:
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Highlight earned media coverage and third-party validation
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Tell a compelling leadership and founder story
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Surface timely industry insights and milestones
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Reinforce authority in workforce optimization and predictive analytics
This combination of credibility signals and consistent narrative positioning accelerated trust and recognition with a highly targeted audience.
