Content-Driven Marketing | Healthcare Collateral

While working at Centering Healthcare Institute (CHI), I've helped develop products for internal, external, and partner-facing work. Below I've included samples of my work targeted toward our external audiences (clinicians, patients, and other healthcare staff).

For each unique product that comes my way, I emphasize a few important aspects of CHI's brand:

Accessibility and inclusion: While CHI's brand emphasizes equity, I always write with accessibility and EIB best practices in mind. Particularly for this organization, I ensure all language is gender-neutral, content is written at a 5th—8th-grade reading level, and text is divided in a way that is easy to understand.

Highlighting the positive: There are plenty of dire statistics that could be included in these marketing materials—maternal mortality rate in the U.S., racial inequities in healthcare, etc.—but I opt to write from a place of joy, excitement, and community to reflect the brand's core values.

Variety of audiences: Each piece of content I write has at least one, but often multiple potential audiences (patients, funders, clinicians, etc.). I develop each piece with these audiences in mind, carefully considering my word choice, sentence structure, and layout. Regardless of the audience, I imbue clarity and simplicity into everything I write.