Digital Marketing

After acquiring a Maryland-based Medicaid Managed Care Organization (MCO), CareFirst CHPMD faced a critical challenge: to revive the newly acquired plan, rebuild consumer trust, and reestablish its presence in a competitive Medicaid marketplace. To succeed, the organization needed to deeply understand what drives Medicaid members’ decisions—how they choose plans, what influences switching behavior, and which messages inspire trust and retention. I led a two-phase market resea

When September marked Healthy Aging Month, Blue Rock Care didn’t just join the conversation—it changed it. In a city where many seniors feel overlooked, the team launched a campaign that transformed aging from something to manage into something to celebrate. Through storytelling, community partnerships, and on-the-ground outreach, the campaign reframed what it means to live well later in life—making healthy aging a movement, not a message. Challenge Too often, health campaign

When the COVID-19 pandemic disrupted every sector of healthcare, the American Nurses Association (ANA) faced an urgent need to support and re-engage more than 4 million nurses nationwide. The organization was challenged to position itself as the authoritative voice for nurse wellness, safety, and advocacy at a time when the workforce was overwhelmed, disengaged, and emotionally exhausted. The goal was to strengthen ANA’s national presence, increase program funding, and restor

For decades, workplace violence was seen as “part of the job” in nursing. The   End Nurse Abuse   campaign challenged that mindset and transformed it into a national movement for change. I led the brand strategy and creative direction that repositioned the issue from a tolerated workplace hazard to an urgent public health and policy priority—mobilizing nurses, legislators, and the public to stand together against violence in healthcare settings. Through unified messaging, vid