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Digital Marketing


Repositioning a Medicaid Brand Through Consumer Insight:A Two-Phase Research Initiative for CareFirst CHPMD
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


Changing the Conversation on Aging: How Blue Rock Care Turned Healthy Aging Into a Community Movement
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


Rebuilding a Brand in Crisis: How I Turned Pandemic Fatigue Into $10 Million in Growth
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


Changing the Culture: How I Helped Reframe “End Nurse Abuse” Into a National Brand for Workplace Safety
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
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