The Institute@Precision is Precision Medicine Group’s thought leadership platform exploring the latest developments in healthcare. For the Asia-Pacific Series, I developed and wrote the launch content across web, social and video, including the campaign hub, landing pages, LinkedIn content, FAQs and expert video scripts, distilling complex scientific manuscripts into engaging content for pharmaceutical decision-makers.

Precision for Medicine runs clinical trials for drug developers and needed to stand apart from a crowded field of competitors without looking like just another challenger brand. I wrote their new tagline, developed the ad concepts and crafted copy for a lead-generating B2B campaign that flipped the assumption bigger is always better, turning mid-sized into a proof-of-performance story.

How do you get millions of people to experience the benefits of meditation every day? Maloka's answer: treat it like a game. Neil deGrasse Tyson guides users through a virtual world where their mind is represented as an island that grows with every session. I developed the narrative voice and user experience in collaboration with the production team. Over 250,000 people tried it in the first four weeks alone.

[creative consultant / scripting]

Genentech was looking to go bold with Raptiva, its new injectable for psoriasis. I concepted and wrote the campaign featuring patients finally comfortable in their own skin. All of it.

As Robin Hood’s interim Creative Director, I helped lead a campaign that united a vast coalition of public, corporate and non-profit organizations to unlock federal funds for poor New Yorkers. Building on data analytics & behavioral economics, we mobilized resources citywide and neighborhood-based to create a poverty-fighting initiative that serves as a playbook for cities across the nation.

[CD, writer / strategist]

I concepted and wrote this campaign that spoke to New Yorkers the way New Yorkers actually talk. "There's a way we do things around here. We don't wait for the light to change. We don't always ask for permission. If there's a bargain to be had, we'll get it. When it comes to health care, same deal." Doing NY Right. For New Yorkers. By New Yorkers.

Delivered this early-stage healthTech startup a refined go-to-market strategy that pivoted them from an all-in-one, value-based healthcare provider to explosive growth: 150% YoY network growth for 3 straight years • partnerships with 500+ primary care physicians caring for 150K patients + a recent fundraise of more than $50MM

As Creative Director helped this effervescent nutraceutical brand find their ownable and believable positioning