BRAND STRATEGY
PRODUCT MARKETING
MARKETING MATERIALS
WEBSITE & APP COPYWRITING
ONCOHEALTH
My long-term partnership with OncoHealth began when they were on the cusp of a name change. Previously operating under B2B strategy, they were preparing to introduce their first consumer-facing service. This made the company name, brand, and online presence more relevant and open to misinterpretation. The new business group itself—Iris Oncology, a virtual medical service for cancer patients and their caregivers—became a sub-brand with its own identity and platform. This heightened the need for a cohesive and clear brand and messaging strategy that the entire organization could refer to and rally around when speaking and selling it.
"Her ability to distill intricate concepts into easily digestible content is truly impressive."
I spent the first 18 months acting as a communications consultant, rewriting the parent company’s website, partnering with their creative team, and developing pointed marketing copy. In 2023 I took a temporary in-house position as Brand and Experience Lead to support the team through vital launch and post-launch activities. In this time I wrote app copy for 70+ screens, developed engaging and on-brand customer email sequences, conceptualized product marketing materials, served as the editorial manager and main writer, created the structure and content for Iris’s website, and provided the business development team with brand positioning and language. On a daily basis I partnered with the clinical team to translate highly complex medical terminology into audience-appropriate language and had weekly touch points with the product development team to create a streamlined and engaging customer experience. Bridging the gap between the executive office and the marketing-product team allowed Iris to launch, support 100 newly-diagnosed cancer patients and their caregivers, and fulfill contracts with major regional health systems.