Selected Work
Here are a few projects that show how I work and the kind of results that can follow. Each one started with a conversation about what the client needed and ended with something measurable.
Regional Health System — Kidney Transplant Program Awareness Campaign
Challenge: Crozer Keystone Health System, a four-hospital system serving Delaware County in the Philadelphia region, wanted to build awareness of its kidney transplant program. The goal was twofold: let the surrounding community know they didn’t have to travel into Philadelphia for transplant surgery, and increase awareness of the need for kidney donors.
Approach: I developed a four-video campaign, each under two minutes, built around a “6 Things You Should Know” format. The videos featured the system’s kidney transplant surgeon answering questions I wrote and provided in advance. I chose short-form video specifically for social media performance. Four focused videos would generate more engagement on Facebook and Twitter than a single longer piece. The videos were distributed across social media, YouTube, and the health system’s website.
Results: The campaign drove significant social media engagement and generated more than 25,000 views on YouTube.
International Life Sciences Company — Email Marketing Program
Challenge: A global ecommerce company selling chemicals, supplies, equipment, and instruments to life science labs, biopharma companies, and food and beverage manufacturers saw sales lag after the pandemic-era supply chain surge subsided. Customers who had been stockpiling were no longer buying at previous levels.
Approach: Working with a data analytics colleague, I developed a targeted email marketing program focused on two audiences: lapsed customers who hadn’t purchased in 6–12 months, and active customers who were buying some products but sourcing complementary items from competitors. We built a twice-monthly cadence with each email tailored to specific audience segments. I took a deliberately different tone from the company’s existing email communications — light-hearted, sometimes humorous, and written in the language and jargon the audience actually uses in their labs and facilities.
Results: The program generated more than $170 million in incremental sales revenue. Among lapsed customers, more than 50% resumed regular purchasing.
Click on an email image below to see it in full size.
Health Technology Company — Thought Leadership White Papers
Challenge: A San Francisco-based health data and analytics company wanted to develop educational content that would help healthcare providers navigate two pressing issues: changes in Medicare reimbursement models and the challenges of managing patient populations in the post-pandemic era.
Approach: I researched and wrote two white papers based on interviews with reimbursement experts, healthcare providers, and other industry professionals. The first, “ACO REACH: Is It for You?”, helped healthcare organizations evaluate whether a new Medicare payment model was right for them. The second, “A Post-Pandemic Pediatric Population Health Management Strategy,” addressed the specific challenges facing pediatric practices after the pandemic. Both were written to educate and build trust, not to sell — positioning the company as a knowledgeable partner, not just a software vendor.
Results: The two white papers became the company’s top lead-generating content assets that year, distributed through social media and the company website.
Click on each cover to see the complete white paper
Additional Work Samples
Here’s a selection of my work across different formats. The samples show the range of what I can do, from patient education to broadcast to web content.