From Too Much Competition to a Steady Pipeline of High-Value Work: Heidi’s Story
Clearly and accurately explaining the value of new drugs, medical devices, and other health technology to decision makers is essential to helping bring these innovations to patients. Yet, most freelancers lack the skills to turn complex clinical and economic data into dossiers, monographs, and other materials that supports payers, providers, and partners in making real-world healthcare decisions.
Heidi Sawyer, PharmD, is one of the few freelancers with this expertise and skillset. And for nearly 20 years, this kept clients coming through the door of her company, Formulary Resources, LLC. Formulary Resources, LLC develops AMCP dossiers, P&T monographs, and other content explaining the efficacy, safety, and value of new therapeutics for pharmaceutical companies, health plans, managed care organizations, medical communication companies, market strategy organizations, and HEOR consulting firms.
New Competition Makes Marketing a Priority
Then the market changed. As larger companies entered Heidi’s specialty, attracting new clients became harder. And Heidi worried that her specialty within medical communications might be too narrow.
Before this, Heidi had never needed to do much marketing. And trying to figure out where to find clients or how to attract them on her own hadn’t worked. Despite having a LinkedIn profile, a website, and professional connections, Heidi still wasn’t attracting the steady, high-paying clients she wanted.
Heidi felt stuck and wanted expert help to grow her business. She joined Freelance Flow—a yearlong coaching program led by Lori De Milto, who has been a freelance medical writer since 1997 and a marketing teacher and coach since 2014. The program helps freelance medical writers and editors build a sustainable marketing system, one step at a time.
During the program, Heidi learned what works best in marketing a freelance medical writing business and received the personalized guidance, feedback, and accountability she needed to put what she was learning into practice.
A Practical, Step-by-Step Plan
Together, Heidi and Lori set a clear goal and created a practical plan based on Heidi’s experience, strengths, and the kind of freelance business she wanted to build. The plan included clarifying which clients Heidi wanted to work with and developing marketing messages that clearly communicated her value to these clients.
Heidi used those messages to strengthen her LinkedIn profile and website content, and to write outreach emails. One small change to Heidi’s LinkedIn profile made an immediate difference. After changing her headline from “Owner, principal writer” to “Freelance medical writer,” Heidi started receiving more inquiries from clients and more connection requests.
Also, Heidi learned how to network through professional associations and LinkedIn in a way that builds genuine professional relationships and creates future opportunities. Once something Heidi dreaded, networking became easier when Heidi stopped thinking of it as selling and started seeing it as getting to know people. She became more visible on LinkedIn by commenting on posts and sharing her own posts.
During monthly virtual coaching sessions, Heidi and Lori discussed what was working, what was challenging, and the next steps for building a stable, successful freelance business. Those next steps included focusing on the marketing topics and tasks where Heidi wanted extra support and, as the program concluded, creating a personalized marketing action plan for the coming year.
Throughout the program, coaching sessions gave Heidi a chance to talk through questions, celebrate progress, and refine her marketing. Feedback on her marketing messaging and tools helped her communicate her expertise with clarity and confidence.
“I struggle with evaluating my own marketing work,” Heidi says. “I know something is off but can’t pinpoint it. When Lori helps me, I can see that the output is much better.”
A Steady Pipeline of High-Value Work
Client-focused marketing began working for Heidi, helping her get three new clients and three more prospective clients who have shown interest in working with her. Two of the new clients have already become steady clients.
This is a “big win” for Heidi, since she works on high-stakes projects where clearly communicating the efficacy, safety, and value of new therapeutics can influence whether they gain market access. With projects of this size and complexity, building relationships with just a few new clients creates a steady pipeline of high-value work. To help with her increased workload and continue to expand her business, Heidi has hired four subcontractors.
By the end of the yearlong coaching program, Heidi was on track for her highest-income year ever.
“Joining Freelance Flow really accelerated the growth of my business and set a good precedent for investing in my business,” she says.
Heidi didn’t just learn marketing. She built a marketing system and habits that will help her consistently market and grow her business.
Is Freelance Flow Right for You?
Freelance Flow is designed for freelance medical writers and editors who are great at what they do but need some helping showing clients their value. It’s also for qualified people who are planning to launch a freelance medical writing or editing business in the next 12 months.
But if you’re looking for quick results with minimal effort, Freelance Flow isn’t for you. It takes time and effort to build a freelance business.
Every freelancer starts from a different place. Learn more about Freelance Flow and if you think it might be right for you, we’ll schedule a free 30-minute virtual coaching session.
Last updated August 16, 2026.
Lori De Milto is a freelance medical writer and marketing coach who has helped freelance medical writers and editors get the clients they deserve since 2014. Through her proven process, she teaches freelancers how to market with clarity and confidence so they can build stable, successful freelance businesses.