Case Studies
- Repositioned a feature-heavy product around the patient outcome, not the platform
- Built messaging across website copy, sales deck, video scripts, and email sequences
- Gave the sales team one clear story to sell from
- Wrote a cold email sequence targeting audiology practice decision-makers
- Turned a disengaged contact list into booked meetings
- Delivered results in a niche clinical market
- Untangled two-product messaging so each buyer heard exactly the right story
- Built a positioning canvas that trained a new BDR firm from day one
- Launched condition-specific campaigns for health systems for the first time ever
- Built a five-email broker sequence from scratch — launched in December on a cold list
- 56% open rate and 16% click rate with zero campaign history to build from
- Generated multiple first meetings and a lunch and learn before January even started
- Repositioned a Series A platform around the exact pain point CMOs and operators actually care about
- Built a positioning foundation that connected product story to buyer decision
- Gave the sales and marketing team one aligned story to build everything else from
- Turned a multi-stakeholder business model into a single, distilled pitch narrative that landed in any room
- Aligned the team on positioning before a single slide was written
- Closed the funding round
- 33% landing page conversion uplift
- The situation: An oral health diagnostics company needed a higher-performing landing page to convert paid traffic. The existing page wasn’t communicating the product’s value clearly enough to convert visitors into demo requests.
- What I did: Rewrote the landing page messaging from the ground up .
- 14% increase in email engagement
- The Situation: A practice management platform serving 8,000+ audiology clinics needed to upsell existing customers to a higher-tier plan. Their email campaigns weren’t converting.
- What I did: Rewrote their tier pricing email campaign and partner follow-up sequences. Rebuilt the messaging around what clinicians actually cared about
The situation: A maternal health platform was repositioning its brand and product offering. They needed someone to rebuild their website copy and develop detailed buyer personas to inform the new messaging.
What I did: Developed 6 distinct buyer personas based on customer data and interviews. Rewrote their website messaging to speak directly to each persona’s motivations and concerns. Informed the rebrand with positioning that aligned product, marketing, and sales.
The result:
- 17% increase in user engagement through data-driven messaging
- 6 buyer personas that became the foundation for their go-to-market
The situation: A value-based care technology company serving health plans, ACOs, and provider groups needed to completely rebuild their web presence. Their messaging was too technical, buried the human value, and didn’t differentiate them from competitors.
What I did: Rewrote the entire website — homepage, product pages, and CTAs — repositioning from “technology platform” to “technology + partnership.” Built a messaging architecture that led with outcomes (reduction in reporting errors, hundreds of hours saved) rather than features.
The result:
- Complete website messaging overhaul
- Positioning aligned across sales, marketing, and leadership