Description

Healthcare content often falls into one of two traps: too clinical or too watered down. At Health Union, my role was bridging that gap – creating content experiences that were medically credible, emotionally intelligent and genuinely useful to the people reading them.

My work spanned everything from search-driven editorial strategy and patient storytelling to interactive educational tools and personalized content journeys across Health Union’s 125+ chronic condition communities.

Some projects leaned deeply human – like Patient Insider, an editorial storytelling initiative built around authentic patient voices and lived experience. The menopause example was recognized by PM360 as a “masterclass in storytelling” for balancing honesty, vulnerability and education in a way that felt relatable rather than performative.

Other projects leaned more innovation-focused – like My Journ.ai, an interactive quiz experience that dynamically surfaced content and support resources based on where patients were emotionally, physically and medically in their healthcare journey. The metastatic breast cancer example helped drive 3.4X more content engagement compared to standard article journeys through personalized recommendations – ultimately earning a Gold Digital Health Award for innovation in patient engagement.

I also shaped lead-generation resources like The Confident Patient – actionable doctor discussion guides built around real patient needs and questions. The gMG guide helped drive a 24% conversion rate by helping patients feel more informed and confident heading into treatment conversations.

Behind it all was a larger editorial ecosystem designed to make Health Union a trusted destination for chronic condition communities. We built science-backed, expert-approved content around real search intent, developed topical authority through strategic tentpole articles and created a content flywheel across web, newsletters, social and downloadable resources – each channel fueling deeper engagement with the next.

The goal was never just traffic.

It was helping people feel informed, understood and supported – while building content systems that could scale across countless health communities and millions of readers.