I partner with graphic designers to conceptualize infographics and eBooks. I write the copy and collaborate with art directors on content strategy and user experience to execute well-designed, attractive and highly readable visual content.
As a member of the creative team at HCB Health, I helped create this iBook to promote a new product launch to a global audience of ophthalmic cataract refractive surgeons.
I did content strategy, creative guidance and copywriting for this publication. The VERION™ Image Guided System iBook received an unprecedented standing ovation from the regulatory review committee at Alcon.
Establishing the Need
Sample Manuscript Page
This is what the copy looked like in Word before it went to layout. This copy is for the "establishing the need" page shown above.
The Head & Neck Cancer Guide is a comprehensive resource to help patients and their loved ones understand and prepare for every step of the cancer journey.
I was the content director on this entire site. I contributed to content strategy, guided information architecture, was lead copywriter, managed the editorial workflow, hired/trained/managed freelancers, revised and edited every page, fact-checked, communicated with the client, and trained the client team to take over the CMS on hand-off.
The site — really three sites, including content meant for adult patients and caregivers, teens, and young children — contains over 557,000 words of copy.
I wrote the entire children's section and directed the voiceover recording session.
Editorial Workflow Management
I managed the editorial workflow using Trello, which works almost like a software developers' ticketing system; I assigned tasks to writers, editors, and reviewers and then moved the content cards to the right.
Editorial Workflow Management Continued
Four more steps in the workflow...
I have taken a content leadership role in the development of several apps for mobile devices. Apps I have worked on include sales presentation applications, consumer health trackers, and customer service portals. My contributions have included content strategy, information architecture, and copywriting as well as direct collaboration with designers and developers.
App for iPhone and Android, developed in conjunction with Johns Hopkins Children's Center
New parents can take a photo of baby's stool to analyze color for potential illness.
I contributed content strategy and copywriting.
Sample wireframes for a customer service portal with three dashboards
I collaborated closely with an information architect to develop content strategy and wireframes.
Sales Presentation App
I contributed content strategy and editorial consultation for this iPad-optimized B2B interactive product demonstrator.
One of my Master's degrees is in Rhetoric, so I particularly enjoy and excel at messaging. I create complex, highly detailed message and content matrices to guide copywriters, account services, and clients in creating cohesive marketing collateral and tactics that uniformly ladder up to the same positioning statement, focus of communication, and benefits.
Classic Message House
Classic Message House
This was based on the classic message "house" model, but its purpose was to contrast messages targeted to patients versus caregivers.
Message Matrix with Content Starters and Claims
This is just a snippet of a large, complex, benefits-based message matrix that ties product features to the reasons to believe and the sources that back up any claims. There are two sheets in this spreadsheet: one for US wording and claims, and the other for global markets.
"Living" Message Matrix
This was a "living" message matrix, hosted on a shared but secure Google spreadsheet, where contributors could record or see message changes in real time; this suited a fast-paced timeline in which multiple overlapping projects were moving through the publication process in various stages and more than one creative team was involved.