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My
Projects

Clarity, authenticity and relevance.

The foundations of any great story and the beginning of any successful marketing and communications strategy.

Telling an authentic patient story

Before Surgery

In a competitive, saturated and skeptical healthcare market, I worked with a team to refocus a tech-heavy healthcare positioning into a more authentic patient-centric story that related to all stakeholders in her care journey - from family caregivers on through nurses, physicians and post-treatment.

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Like any good story, we started with the three-act structure:

  1. Act 1; citing the problem and inciting incident in the setup - a specific healthcare crisis with a family member;

  2. Act 2: reflecting the conflict and confrontation of a complex, frustrating and difficult healthcare system;

  3. Act 3: solving the challenge in the resolution via an interconnected system of data and information that flows between patient, caregiver and provider and the tools and resources available to them.

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This story provided a robust foundation for various marketing campaigns, including Key Opinion Leader forums, webinars, plenary sessions, collateral development and brand expression.

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