Healthcare is one specialty market National Business Furniture (NBF) has specifically invested in with expert resources, medical-quality furniture brands and participation in multiple GPO contracts. To add even more value for its healthcare customers and prospects, National Business Furniture engaged Responsory (formerly Johnson Direct) to pursue a content marketing pilot program.

The program goals were to build awareness of NBF’s participation within the medical/healthcare market, educate potential buyers about key topics, guide prospects through the specifying and selecting process, engage target audiences and ultimately, generate sales leads.

We worked with NBF through a customized content marketing workflow to determine the target audiences, identify key topics and define problems and solutions. Our digital team crafted a variety of healthcare-focused content to test as well as identified a variety of outlets for publishing the content.

Deliverables included three healthcare niche white papers, a collection of trend articles, custom-designed landing pages, an interactive visual guide and a Slideshare presentation.

As a result, NBF now has an arsenal of content it will publish through its own online channels including blogs, email, social media and its ecommerce website. The white papers are available for request online, generating highly qualified leads, and the sales team is using them as a tool in the field.


We have learned a lot. The process JD led us through – brainstorming ideas to creating four distinct focus points to developing unique strategies within each focus point – was very good.

Dean Stier
Vice President, Multichannel Marketing