LungStory: An MVP Patient-Centric Diagnostic Support Tool For Respiratory Health
In 2020 I was engaged to create a consumer facing diagnostic support platform for people experiencing the early, and potentially serious symptoms of chronic lung disease. The goal of the platform was to improve time to diagnosis for people by helping them understand their symptoms and communicate more effectively with their physicians.
Within six months and on a limited budget I led the creation of LungStory. It was developed as a destination for symptomatic individuals designed to “meet them where they are” in their diagnostic journey. (Full case study available upon request. Email Me.)
More Than A Cough: A Cause Marketing Campaign For Pulmonary Fibrosis
In 2019 Three Lakes Foundation and the Pulmonary Fibrosis Foundation engaged me to create an awareness campaign for pulmonary fibrosis (PF) in Chicago. In order to create an effective campaign I needed to understand PF and why it this particular disease state suffered from a lack of awareness.
I approached the PF awareness problem by deploying the tactics and strategies of brand positioning and customer acquisition for e-commerce to healthcare. Utilizing this perspective allowed me to create an effective and engaging user experience that is entirely unique to traditional healthcare marketing and advertising. (Full case study available upon request. Email Me.)
RIPS Market: How Media Planning Led To A Respiratory Disease Discovery.
Coming off a massively successful pulmonary fibrosis (PF) awareness campaign in Chicago, my client tasked me with building a media plan for a projected $20M national campaign. Before doing so however I needed to better understand the market for respiratory health in America. As it turns out there was no existing study or research into the relationship between respiratory disease prevalence and geography when it came to PF.
While studying incidence and prevalence maps for asthma, COPD, and lung cancer I discovered that all three diseases showed high rates in nine overlapping states. Together these states represented a disproportionate level of chronic lung disease as compared to the rest of the country. I termed this region the RIPS (Respiratory Illness Prevalence States) market. (Full case study available upon request. Email Me.)