Healthcare writing
I have deep experience writing for healthcare brands, including health systems, health insurers, and healthcare IT. You can find a selection of content and copy I’ve written below.
Annual report: Mass General Brigham
To mark the 20th anniversaray of Partners HealthCare (now Mass General Brigham), our team at Hill Holliday redesigned their annual report, which is distributed to 60,000 employees of member hospitals, government officials, health care professionals, and journalists. Working closely with a designer and our account team at Hill Holliday, I developed the creative concept and reported and wrote all the stories included within the book’s main content spreads. The final product balanced the client’s interest in conveying a more cohesive narrative with the organizational requirements of featuring all the member hospitals. While the primary medium of the report was print, I also developed supplementary copy and modules to promote the report on the Partners website.
Article: Healthcare IT
As a content manager at a healthcare technology company, I created thought leadership content and marketing collateral that helped raise awareness of and ultimately sell our services. I was managing editor for a thought leadership platform called “Connections” that featured proprietary research and customer stories from across athenahealth’s network of customers. This article that I reported and wrote highlighted a partnership the company had with a community organization that also used athenahealth’s technology. As an upper-funnel piece of content, this article needed to put the partner’s story first, while also finding ways to subtly weave in the role that athenahealth’s technology played. This was published on the “Connections” website and promoted in email campaigns that helped drive awareness and conversion.
Ad campaign: Health insurance
As a senior copywriter at Hill Holliday, one of my clients was regional health insurance provider Harvard Pilgrim. I worked on a campaign centered on partnership, writing ads and content across media. These radio spots were a personal favorite, as they challenged me creatively to come up with concepts that not only fit the campaign but also had interesting and playful ways to tell through an audio-only format. In addition to writing the scripts, I also selected and directed the voiceover talent as part of the production process. I also developed accompanying print ads (pictured above), digital ads, social content, and experiential activations to round out the campaign.