Dr. B

Editorial Strategy & Copywriting: Building a new audience and taking a pivot

Role: Editorial Content Strategist | Dr. B - Contract | Austin

In early 2021, Dr. B launched a free vaccine standby list in the U.S. before nationwide resources were available early in the pandemic. Once the vaccine rollout was scaled, Dr. B was set to pivot into a new venture but wanted to establish a weekly newsletter for their 300,000+ email subscribers. Working closely with Dr. B, Head of Brand, I was responsible for helping set editorial guidelines, sourcing relevant articles, and writing the weekly dispatch.

In addition to the weekly newsletter, I was responsible for ideating different content series and stakeholder interviews and assisting with content strategy.

Performance:  

• Implemented editorial tone, mixing pandemic news with lifestyle themes

• Developed weekly content strategy based on audience insights to optimize open rates

• 22% average email newsletter open rate  

Sanofi

Social Media Strategy, Content Creation & Video Production: Making regulated content fun again

Role: Content Strategist & Content Producer | Spredfast | Austin

Sanofi US was looking to share more lifestyle content to support its insulin brand, Toujeo, across Facebook and Twitter. With heavy regulations and legal reviews, ideating and creating social media content took a different approach. I was able to implement a batch process to expedite quarterly content for client and legal review, allowing more creative time to work on an engaging editorial mix of diet, fitness, and diabetes care; we provided consistent content with timely posts allowing our pivot to video content to be received with excitement rather than regulation-riddled worry.

Performance:  

• Implemented a pivot to video that outperformed photos by 170%

• Established a supportive online community that grew by over 20% within six months

HON Healthcare

Copywriting: Launching the future of healthcare design

Role: Associated Copywriter | Anthem Worldwide | Chicago

The admired office furniture company HON was launching a new line of innovative furniture for healthcare systems. My brief was to carry a storied furniture brand into a new market with a voice and tone that showcased the innovative new offerings while incorporating a friendly tone for their newest audience: physicians and healthcare executives.

Performance:

• The catalog was produced both in print and for the first time for HON, offered as a digital-first experience

• Successful product launch with a new division focused on the healthcare community and design

Medline

Copywriting & Content Creation: The legacy brand gets a refresh

Role: Associate Copywriter | Anthem Worldwide | Chicago

Medline Industries, one of the largest manufacturers and distributors of medical supplies, launched a rebrand and needed help updating all marketing materials. From brochures, pamphlets, product inserts, catalogs, product packaging, and even an entirely new corporate recruitment campaign, we were able to update a century-old brand to today's creative standards.

Performance:  

• Engaged key stakeholders in rebranding processes, taking the lead on assigned projects

• Completed entire asset library update within the 6-month timeline

• Assisted art department on location for product and lifestyle photoshoots