Turning audience insights into compelling healthcare communications
The best healthcare communications start with a deep understanding of the people they’re meant to reach. I transform matrixed information from market research, analytics, science, and strategy to uncover what matters, shape the story, and create communications that resonate with patients and healthcare professionals.
Healthcare Strategy | Audience Insight | Copy & Storytelling | Omnichannel Communications
Compelling Creative Starts with Connecting the Dots
Great creative doesn't happen in a vacuum. It starts with understanding the audience, the science, the market, and the strategic challenge.
My background spans sociolinguistics, biopharma, market research, and brand strategy which gives me a multidisciplinary perspective on healthcare communications. I translate complex information into clear stories and help teams turn market insights into creative work that is meaningful, relevant, and actionable.
Selected Work
I have contributed to creative campaigns for both patients and healthcare professionals, from pre-launch market shaping to in-line promotion. My contributions span the creative process, including:
Leading early insight generation and creative testing market research
Participating in creative workshops to craft potential positioning, concept and messaging approaches
Translating creative outputs into research-appropriate stimuli
Working with marketing and agency partners to refine messaging based on market insights
Crafting compelling reports for senior leadership that show a clear path from insights > strategy > tactical execution
Unbranded HCP Education
Reframing an unbranded HCP education campaign to align with an evolving brand strategy, translating strategic priorities into a clearer and more compelling communication platform.
From audience insight to strategic alignment: Driving HCP proactivity in Sickle Cell Disease management
Defining a new standard of care: Translating a new approval into market-relevant communications
Tevimbra HCP HER2+ GEA Launch
Revisiting product positioning following a new indication approval and ensuring pull-through of market-relevant insights into a new strategic direction, cohesive HCP messaging, and tactical communications across the launch ecosystem
Centering customer needs: Bringing the patient perspective into support resources
Oxbryta Patient Support ProgramUsing patient feedback to refresh support resources and create communications designed to better meet patients’ needs throughout their treatment journey
Resource optimization: Ensuring strategic deployment of segmented messaging
Tevimbra Segmentation and Omnichannel StrategyDeveloping an omnichannel strategy that strategically implements segment-specific messaging to drive adoption
Ideas don't live in one channel.
Effective healthcare marketing requires more than a great piece of creative. The idea has to work across the communication ecosystem.
My experience spans omnichannel marketing across digital experiences, customer-facing messaging, print, promotional materials, and in-person communications. I ensure communications remain relevant, cohesive, and grounded in a deep understanding of the audience throughout channels.
What I Bring
Audience-first thinking
I start with understanding how market dynamics are shaped by human behavior.
Strategic storytelling
I turn complex science, market research, analytics, and market dynamics into a clear story that identifies how and when to impact patient and physician behavior.
Creative collaboration
I connect strategy, copy, and design, to create work that feels cohesive across a dynamic media landscape.
Healthcare depth
I bring 10+ years of experience across a range of therapeutic areas, including Sickle Cell Disease, and spanning HCP and patient marketing across the product lifecycle.