Marketing strategy for healthcare & life sciences
I work with small healthcare and life sciences teams who need a marketing strategist to step in and get things done.
I've built brand messaging, run digital and social strategy, produced patient storytelling videos, and led everything from website rebuilds to clinical trial recruitment campaigns. My work has ranged from early-stage startups to Fortune 10 medtech and biotech company, but I do my best work with small teams, where I can stay close to the action.
If your healthcare marketing or communications team needs someone thorough, transparent, steady, and thoughtful, you're in the right place. I'd love to hear what you're building.
What I Do
Brand & Messaging & Content
- Brand positioning & messaging strategy
- Messaging guidelines development
- Blog content & editorial calendars
- Video strategy, planning, and on-site production management
- Cross-channel thought leadership content strategy and creation
- Patient storytelling — compliant, compassionate patient stories
Digital & Website
- Channel planning & audience targeting
- Website build/refresh strategy and project management
- Email marketing: nurture campaigns and newsletters
- Digital marketing project management
Social Strategy
- Global social media governance strategy
- Organic LinkedIn strategy & content creation
- LinkedIn advertising strategy and management
- LinkedIn thought leadership strategy and in-platform execution
Specialized Healthcare Marketing
- Clinical trial recruitment campaigns, including IRB-approved ad development
- HCP social and programmatic display advertising to hyper-specific audiences
Website and blog
As a digital and content lead, I managed website and blog strategy for a biopharma company, building an SEO-driven editorial calendar in partnership with SMEs within the company. The blog gave the company a reason to show up in search for questions its audiences were already asking, and the assets stayed consistent because design and publishing ran through one process instead of getting handed between teams.
Executive video series
I led an executive video storytelling project, planning an in-person shoot to interview 22 people, including board and ELT members, producing a series of 30 short videos for social. The objective was awareness with investors and clinical partners. Shooting everyone in a single day kept the series visually consistent and the cost per video low. It performed well on social, and the company's executives were pleased with how they came across.
Patient storytelling on video
As content strategist on a patient storytelling project for a biopharma company, I tied the video work to the brand's awareness goals with patient and physician audiences. I was on site to direct the shoot, project managed production, and led distribution across social, the website, and the company intranet. The planning happened well before the cameras did, so we knew what each story needed to do before we asked anyone to tell it. The stories held through a strict regulatory review with the humanity intact, which is the hard part.
Website rebuild
A website is the face of a company. As the digital marketing lead at a digital health company, I ran the website rebuild as the natural next step after our company rebrand. I evaluated, selected, and managed a developer, worked with our design and product teams page by page, and project managed the build from start to finish. The finished site was built to scale, so when the product line grew I was able to extend the site and add pages to the existing structure without a major architectural overhaul.
Email marketing program
As the demand generation manager at a digital health company, I built the email program alongside our sales team, including the strategy, the nurture sequences, and the assets that supported them. Open and click-through rates both landed above industry average. Sales was in the room from the beginning, so the sequences reflected what they were actually hearing on calls instead of what marketing assumed they were hearing.
Account and project management
As the project manager on a neurovascular medtech account, I stayed in regular contact with the client about budget and strategy so our team's work stays aligned with their objectives and timelines. I managed timelines across creative and digital team members, led paid tactic reporting, and managed the website build supporting their clinical trial recruitment. The account ran smoothly because the client always knows where the budget stands before it becomes a problem.
Global social media governance
A global healthcare products company had social presence scattered across regions and drifting off-message. I built a global social media governance plan to pull it back together, along with a messaging strategy and a KPI framework focused on the measurements that actually mattered to the business. Governance only holds if the regional teams can live with it, so the plan set clear standards while leaving room for local relevance.
LinkedIn strategy
I ran organic LinkedIn strategy for a biopharma company, driving awareness and website traffic. Impressions and click-through rates came in above industry average, with impressions up 110% year over year and engagements up 158% YoY.
Pre-launch and launch social strategy
As social media strategist for a new brand inside a large healthcare organization, I built the launch social strategy along with a pre-launch phase to start building awareness before the brand existed publicly. I also manage the department head's LinkedIn, writing polished, on-message content that establishes him as a real voice in his field. Paid and organic run together, with paid supporting awareness goals against target audiences as part of the company's ABM program. Starting before launch meant the brand arrived to an audience that already knew the people behind it.
Social strategy through a public offering
I supported social media strategy for a medtech company through its public offering, working with internal stakeholders on what could be said and when.
Event social strategy
I build event social media strategy for healthcare companies, covering both one-off conferences and ongoing annual programs. The objectives usually stack: awareness ahead of the show, traffic to the booth, attendance at speaking sessions, then distribution of takeaways and data releases afterward. Most companies stop when the event ends, and that post-event window is where a lot of the value sits, because that's when the people who couldn't attend are catching up.
Paid LinkedIn management
As the social media manager for a biotech company, I ran LinkedIn ad campaigns via Campaign Manager to target clinicians and investors to drive awareness of the company's product and use cases. In one year, cost per click decreased 47%, while clicks to the website from target audience increased 175%.
Regulated content development
I develop clinical trial recruitment content, including materials that go through IRB approval before they can run, and I've designed banner ads to support recruitment campaigns. Anything I write for a regulated client is built against that client's specific requirements from the first draft. That keeps review cycles short and keeps campaigns from stalling at the approval stage, which is where most recruitment timelines slip.
Podcast and content distribution
I developed the promotion strategy for a healthcare company's podcast, plus a plan for distributing their high-value strategic content across digital channels. Podcasts tend to get published and then forgotten, so the plan focused on putting each episode in front of the right audience more than once, in the places that audience already spent time.
Let's talk about what you're working on.
Whether you have a project in mind or just want to see if it's a fit, the easiest way to reach me is below.