Matthew
Forte
Marketing Manager at Coulmed. I build the campaigns, print, video and web that sterile processing and OR teams actually see.
Most of my work is for the people in the basement of the hospital: the sterile processing departments that clean, inspect and package every instrument before surgery. I plan it, design it, shoot it, ship it and measure it.
Selected work
- 01SPD Week 2026, a national campaign run end to endCampaign, logistics, events
- 02Turning a thank-you box into a sales pipelineData and lead capture
- 03Homepage redesign wireframe for coulmed.comWeb, UX
- 04The Proven Process sales folderPrint system
- 05Documenting a sterile storage buildPhoto, drone, social
- 06Sell sheets, ads, social and trade showDesign
- 07Video and motionShoot, edit, animate
Sterile Processing Week, October 11 to 17, 2026
One thank-you, sent to a thousand departments
Sterile processing techs rarely get thanked. For SPD Week I built a care-package program that reached departments in 49 states and D.C., and owned it from the first box sketch to the last tracking number: budget, sourcing, design, sign-up pages, email, packing, shipping, and the education and social program that ran alongside it.
- 1,000+
- custom-printed care packages shipped
- 49 + DC
- states reached, from Alaska to Florida
- 1,100+
- departments signed up through the campaign page
- 2
- on-demand continuing education courses produced with an SPD educator
Plan and budget
Built the plan backward from the ship date, then a procurement and budget model covering every item, freight and contingency.
Design the box and everything in it
Custom printed mailer, SPD mascot stickers, a coloring poster, insert cards, a giveaway postcard and a CE course card.
Source and order
Flashlights, fidgets, badge reels and boxes from overseas and domestic suppliers, timed around production lead times.
Build the sign-up flow
A campaign page on coulmed.com with a short claim form, followed by a department details form that doubled as a needs survey.
Clean the list and send
Ran 6,500+ contacts through verification and sent to the deliverable segments in two batches from an authenticated domain.
Pack, label and ship
Grouped departments by team size so each box held the right count, then tracked every UPS shipment and chased the returns.
Teach, not just gift
Produced two on-demand CE sessions with educator Carol Malone, plus the course pages, certificates and intro videos.
Keep the conversation going
A LinkedIn giveaway announced in every box, the national map post, and celebration content during the week.
Education inside the gift
Every box carried a card for two free, on-demand sessions: Spotlight on the Sterile Tray and Three Sinks, No Drama. I wrote the recording guide, redesigned the decks, edited the intro videos and built the course pages and completion certificates, so a technician could scan, watch and earn credit from the break room.
Lead capture, scoring and reporting
A thank-you that also tells sales where to go
The sign-up form asked what every rep wants to know: team size, cases per day, construction plans, equipment needs, and what went wrong on the last project. I scored every response so the gift program handed sales a ranked list instead of a spreadsheet.
Source: SPD Week department details form, September 2026 export, duplicates and test entries removed.
- Two forms, not one long oneA short public claim form for social traffic, then a fuller department form sent by email. Short form for reach, long form for qualified detail.
- Verified before sending6,574 contacts verified; only the deliverable segments were mailed, protecting the domain's sender reputation.
- Tiered for salesEvery department scored on rep request, construction status and scope, purchase timing, category and team size, then split into hot, active and watch tiers.
LinkedIn, after the content program ramped up
Daily averages, baseline months against April and May 2026.
Impressions per day
~250~470
BeforeAfter
Clicks per day
~12~46
BeforeAfter
Engagement rate held at about 8% while reach nearly doubled, so the new audience was real. Posting cadence was the lever.
- Paid search auditRead the search-term reports and found about 12% of spend going to competitor and navigational searches. Built the negative keyword list and the conversion tracking plan to fix it.
- Output trackingLogged roughly 80 projects in five months by category, deliverable and hours, so leadership could see where marketing time goes.
- Time-motion study frameworkDesigned a camera-based workflow study to measure clinical hours saved, so ROI claims in sales material come from observation, not estimates.
coulmed.com, Magento
A homepage that leads with proof
I wireframed a redesign of the Coulmed homepage around one idea: hospitals buy when the numbers are clear. Split navigation with sterile processing first, a hero that promises the ROI before the sale, three clear paths in, and a team section so buyers meet the people.
Scroll inside the frame to see the full page.
- Structure firstPage-by-page specs, a navigation map and an asset inventory showing what photography existed and what still needed shooting.
- Built from real assetsThe clickable mockup uses Coulmed product renders, install photography and team portraits rather than stock.
- Day-to-day site workSEO titles and descriptions across the full product catalog, a rebuilt case cart section, a new cabinets and casework page, pricing corrections across 120 SKUs, and the SPD Week campaign pages.
Sales leave-behind
From bottleneck to blueprint
Coulmed's project process had lived in slide decks. I turned it into a rep folder: a process chart that walks a director from discovery to install, a product sheet for the back, and a cover that doubles for the case study book.
A New Jersey health system
Shooting a build, start to finish
For a sterile storage renovation of roughly 300 storage bays, I documented the empty room, the build and the department in use with handheld and drone footage, then cut it into a step-by-step LinkedIn carousel and sales photography.
Print, social, trade show
Design that leads with the problem
Sell sheets, ads and show materials for STERIRACK®, case carts, robotic arm storage, processing sinks and Spectra headlights. Each one opens with the workflow problem a director recognizes, then shows the product that solves it.
Sell sheets and flyers
Robotic arm storage
STERIRACK® color system
Case carts
Enclosed pegboard cabinets
Spectra headlights
STERITUG sell sheet
Non-sterile robotic arms
Two-tier tables
Ads, social and email
Processing sink ad
HSPA countdown
National Hydration Day
AORN thank-you email
Photography, renders, merch and brand
Spectra hero
STERIRACK® render
Product photography
HSPA show tee
Install team crest
Office wall concept
Shot, edited and animated in house
Video and motion
Trade show kiosk loops, install films, educator intros, event recaps and motion graphics, cut for the booth screen, the website and the LinkedIn feed.
About
I'm the Marketing Manager at Coulmed Products Group in Springfield, New Jersey, a surgical equipment company focused on sterile processing and operating room workflow.
I run content, design, video, the website, email and paid media, and I approve creative before it ships. I like work that has to function in the real world: boxes that have to arrive, forms that have to qualify, sheets a rep can hand a director in thirty seconds.
The rule I work by: lead with the customer's problem and back it with real numbers.
Tools I use every week
- Photoshop
- Illustrator
- After Effects
- Filmora
- DJI drone and handheld
- Magento (Adobe Commerce)
- HTML and CSS
- HubSpot
- Jotform
- MailerLite
- NeverBounce
- Google Ads
- LinkedIn Campaign Manager
- GA4
- Excel
- PowerPoint
Work with me
Hospital teams, partners and vendors in sterile processing and the OR: I'd like to hear what you're working on.