Healthcare Writing Samples
“AD in 3D” Teaser Video
Client: Eli Lilly and Company
Audience: Neurologists and others attending the 2025 American Academy of Neurology Annual Meeting
Business challenge: Create a short, compelling, yet compliant, teaser video about a complex topic
Background: “AD in 3D” was an immersive two-hour program that explored Alzheimer’s disease and its modifiable risk factors. The program featured expert speakers, including Dr. Bennet Omalu, and an augmented reality experience.
Strategy: Create a video in the spirit of a Neil deGrasse Tyson that inspires wonder and the desire to see more
Senior Copywriter, Real Chemistry
“Migraine Newsroom Live” Teaser Video
Client: Eli Lilly and Company
Audience: Neurologists and others attending the 2025 American Academy of Neurology Annual Meeting
Business challenge: Prove to prospective attendee that this isn’t your typical med ed
Background: How do you cover the latest key findings about migraine treatment? Well, like Anchorman, of course! Working with the medical writers and the creative director, I built out the script to turn migraine medical content into something fun, entertaining, and highly educational. It also helped that we had a great “cast” of HCPs to bring the program to life. This promo video helped pave the way for this memorable program.
Strategy: Create a teaser video that gives viewers a taste of the tongue-in-cheek—yet truly educational program—to come. Ron Burgundy would be proud.
Senior Copywriter, Avant Healthcare
“Skip the Trips” In-Office Poster
Client: Roche Diagnostics
Audience: Patients visiting the doctor’s office
Business challenge: Educate patients about self-testing for PT/INR in a way that’s easy and approachable
Background: With the CoaguChek XS System from Roche Diagnostics, patients can save the time and skip the hassle of going to the doctor for PT/INR testing.
Strategy: Create upbeat messaging that’s short, sweet and memorable. I also concepted the “I <3 self-testing” tagline.
Senior Copywriter, gyro
Med Ed Agency Thought Leadership
Client: Avant Healthcare (reposted by Real Chemistry)
Audience: Pharmaceutical marketers
Business challenge: Develop a thought leadership piece the shares the agency’s POV about the importantance of health equity
Background: Wanted to share an in-depth piece on how promotional medical education can help promote positive change in achieving equitable healthcare for all.
Strategy: Develop a thoughtful and compelling article that demonstrates Avant’s committment to health equity by sharing three short case studies
Senior Copywriter, Real Chemistry
“How I Got My Bravery Badge” Children’s Story
Client: Cancer Family Care (Spec work)
Audience: Cancer Family Care clients, families, friends, and supporters in the community
Business challenge: Create a fundraising vehicle
Background: Cancer Family Care was a pro bono client of gyro’s. Their director had spoken to us about the idea of publishing a book that could be a fundraiser for Camp Courage, which is a one day camp for children impacted by a cancer diagnosis or loss in the family.
Strategy: Create a story about Camp Courage that shows what being brave really means—from a child’s point of view
Copywriter, gyro
“Healthcare.nxt” State-of-the-Industry Report
Client: Hewlett Packard Enterprise (HPE)
Audience: Purchasers and decision-makers of enterprise-level IT products, solutions, and services
Business challenge: Position HPE as a source of authority among IT purchasers in the healthcare space by demonstrating a comprehensive understanding of the challenges facing healthcare
Background: “Healthcare.nxt” was one of several industry reports that gyro developed for HPE. Each report was developed in close concert with the client. Together, we thought through the strategy that would shape the story.
Strategy: Develop a piece of thought leadership that provides a Wired-magazine-level reading experience, with intelligent, thought-provoking copy and imagery from cover to cover
Editor, Content Marketing, gyro
Naming: “Neurizons” Thought-Leader Vodcasts
Client: Eli Lilly and Company
Audience: Neurologists and other clinicians who diagnose and treat Alzheimer’s disease
Business challenge: Create a memorable name for a vodcast series that explores cognitive brain health
Background: Real Chemistry developed a vodcast series led by Dr. Bert Vargas, who is Lilly’s Associate Vice President of Neuroscience, US Medical Affairs. In this series, Dr. Vargas travels the country and sits down with various clinical and research experts to have thought-provoking conversations about cognitive health.
Strategy: Create a name that evokes the idea of exploring fresh thinking and new frontiers in cognitive health
Senior Copywriter, Real Chemistry
Coaguchek Patient Brochure
Client: Roche Diagnostics
Audience: Patients who are appropriate for self-testing their PT/INR
Business challenge: Create a patient-friendly, yet comprehensive, in-office brochure to educate patients about self-testing for PT/INR
Background: Self-testing for PT/INR offers patients much greater convenience. However, the idea of switching to a new testing routine can bring questions, too. Roche Diagnostics wanted to create a small brochure that could help put patients’ minds at ease.
Strategy: Draft copy that’s approachable, thorough, yet not overwhelming
Editor, Marketing Content, gyro
Click to view brochure
Eohilia Infographic
Client: Takeda Pharmaceuticals
Audience: Treating physicians
Business challenge: Simplify highly complex medical data into an “easy to digest” infographic
Background: Just prior to launching Eohilia, which treats EoE, Takeda wanted to create an infographic that showcased it’s clinical research data that was easy to understand at a glance.
Strategy: Create an infographic that echoes the linear path of the esophagus
Senior Copywriter, Avant Healthcare