Projects

I've written probably every kind of content, format, and media for healthcare or medical marketing.

High science, high creativity
HCP, B2B, consumer, patient ed, disease state, payer, IDN, new drug launches
Video scripts, websites, IVAs, banner ads, blog posts, texts, MOA videos, social posts, full campaign concepts, launch materials, conference booth creative, HCP peer presentation decks, sales training & implementation decks, train-the-trainer materials, advertorials

I've made this my career because I love the challenge and the feeling of getting it right.

Creative concepting: Switch campaign

Audience: Pediatricians who treat ADHD

Goal: Increase summer switches to our product

Research showed that, when school is out, parents often pause ADHD meds, due to problems of C-II, sleep, and personality "blunting." Our drug has none of those problems, so client funded a summer switch campaign.

Concept: Summer postcard leave-behinds for reps

Reps absolutely LOVED using these physical cards. They were ice-breakers, trial-motivators, and urgency-builders. Our campaign was timely, relevant, memorable, and patient-centric. It successfully drove increased trial of our drug.

Creative concepting: Agency self-branding

Audience: Healthcare Marketing Managers

Recognizing a lost opportunity

High-stakes decision makers looked at the BSC website...and yawned. No branding. No excitement. It was all "we" and no "you." (A lot like the cobbler's children who have no shoes.)

Bringing the passion

My re-branding concept catapulted a memorable, visual message onto the screen. It leaves no doubt about our passion and promise of high-sci skills.

Dreaming up more ad-lobs to show the concept has legs

My campaign proved its flexibility and staying power. This ain't no “one-off” idea. It works for all of our brand messaging: team capabilities, product launches, corporate connections, and market prep. All wrapped up with a tagline that sticks.

Making AI better

Audience: Cancer patients, oncologists

AI copy (left side, red text) ruined early recruitment

TriSalus takes clinical trial recruitment seriously. Their PEDD recruitment site was NOT performing. A quick review showed why: though 100% accurate, the copy was impersonal, unexciting, and self-serving.

Revised content (right side) gave a new vibe

My overhaul included action-oriented, quick-hit motivations and meaningful reasons to act. Client was happy with increased requests, from both clinicians and patients.

Omnichannel communication: Email and blog campaign

Audience: OB/Gyn Specialists

Meet specialists where they are

The client's minimally invasive procedure for endometrial ablation wasn't getting the buzz it deserved. To get OB/GYNs to switch in-office procedures, you've got to show them data and a history of trustworthiness. We encouraged Cerene to meet clinical experts where they are in the sales funnel, resulting in this campaign of multiple emails and related blog posts.

Multichannel efforts gave full presence

To get our message to skeptical OB/GYNs, we used hard-hitting data and high-science clinical blog posts that were ideal for sharing among peers. The sustained campaign helped reps drive engaging conversations for months.

Drip emails

Blog posts

Fixing selfish human copy

Audience: Corporate employees

What the client wants to say

It often sounds like, "me, me, me," and it can be crammed with wall-to-wall content that's irrelevant to the reader.

W.I.I.F.M., squinting, and the 0:10 takeaway

I take what people want to say and turn it into what the reader wants to know. In short, I can explain boring info in ways that actually GET READ.