Writing & Editing
Cold Email that Converts
The Challenge
Create a promotional campaign—including 10+ emails and 2 direct mailers—to introduce members of a national health plan to a new digestive health solution now available through their plan, and compel people (who need it) to sign up.
My Approach
I wrote a series that:
1) Introduced and explained the unique value of the digestive health clinic, including why someone should seek care there rather than a competitor
2) Addressed audience pain points and inspired them to imagine their life without digestive issues
3) Demonstrated how other people just like them found relief through compelling patient stories and proof points
The Impact
The emails averaged a 40% open rate and exceeded company growth targets. By running a series of AB tests on subject lines and content, I was able to quickly iterate and refine the emails over time to further improve campaign success.
Spon Con that Educates & Activates
The Challenge
Educate young Jewish adults about the fact that people with Ashkenazi Jewish ancestry are 10x more likely than the general population to have a BRCA gene mutation, which is linked to significantly increased risk of breast and ovarian cancer, prostate cancer, and more.
My Approach
I developed a multichannel campaign, including writing native content in relevant publications such as Kveller, an online community that reaches more than 500k unique visitors a month—primarily Jewish women in their 20s, 30s, and 40s.
The Impact
The article reached more than 70k people within the first 30 days with an average time on page that demonstrated interest and engagement. It also drove 10 people to sign up for an educational program in Chicago for local people who wanted to learn more.
A Weekly Newsletter that Delivers
The Challenge
Digestive symptoms often flare sporadically, making it tough for a digestive health clinic to reach people exactly when they’re in need of care.
My Approach
I created an engaging weekly e-newsletter to provide value, build a relationship with readers, and stay top of mind to convert readers to patients when they were ready for care. I built the structure of the newsletter, managed the writer, and served as the lead editor.
The Impact
The newsletter was sent to more than 10k people each week with a consistent 60+% open rate and 3% click-through-rate.