American Medical Assn: COVID-19 Update Video
Client: American Medical Association
Brief: Write scientific yet conversational scripted copy for “AMA Update,” a weekly video series launched during the COVID-19 pandemic, for professional physician membership organization.
Response: Prep included researching science and health topics around COVID-19 (vaccines, boosters, hospitalization and death statistics), and other member topics including: physician burnout, telehealth advocacy, and a Medicare bill. I synthesized, organized and distilled these complex topics into a conversational format for the two video interviewees. Once video was recorded, I then worked closely on the editing process with video producer to ensure that main points fit neatly within the 12-minute segment. (Video can also be viewed here. )
American Medical Assn: Educational Video Scripts
Client: American Medical Association
Brief: Write script and voiceover copy for “What Doctors Wish” video series for professional physician membership organization.
Response: Prep included researching the topic of scope of practice, organizing content into quick soundbites and including appropriate copy for title cards. Once video was recorded, I worked closely with video producer to edit ensure that graphics synced with content and that main points for this complex topic fit neatly within a 4-minute segment. (Video can also be viewed here. )
American Medical Assn: Google Re-Targeting Ads
Client: American Medical Association
Brief: Review membership analytics and demographics, then work with design partner to generate a half-dozen short digital ads to activate and re-engage members online.
Response: Conducted competitive analysis; collaborated with designer on a number of concepts revolving around “combatting physician burnout,” a major COVID-19 pandemic-era issue for this professional medical association.
Ghost Driving Software: Brand Pillar Copy
Client: Ghost Autonomous Driving Software
Brief: Interview engineers about the science of this complex software, then draft “brand pillars” and positioning language for website sections including Home/Landing, Safety, Difference, Benefits. Focus on what makes this software different, better, and more safe than competitors—and back it up with science.
Response: I was brought in at ground floor with designers, engineers & CEO to develop positioning language for this autonomous driving company’s brand book; I then drafted highly technical website copy based on documentation from engineers and scientists.
Brand Book content
I helped develop this language by researching and incorporating the product’s most important RTBs.
Brand Presentation
Before launch, this startup needed a presentation to share with investors. Based on convos with the CEO, marketing department & engineers, I developed strategic brand positioning copy and “pillars” to convey the brand’s position in the marketplace.
Brand Book
Much of the brand “pillar” copy I wrote for the presentation deck was then incorporated into the main brand book, for all-staff use.