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Naming and messaging

As a senior copywriter in the healthcare space, I have worked on a number of product naming and messaging projects, as well as global campaigns. Below are some examples of features I have named, messaging frameworks I have developed, and campaigns for which I was the copy lead.

Cochlear's ForwardFocus feature

A new feature was being introduced for Cochlear’s leading sound processor, Nucleus 7. With discussion around what it should be called, I was brought in and tasked with this naming project. After a couple of rounds of review, we had a winner: ForwardFocus.

Kanso campaign

Kanso campaign

I was asked to develop messaging for a blunting campaign showcasing Cochlear’s leading off-the-ear sound processor, Kanso. We specifically wanted to speak to Kanso’s unique market feature: the fact that it has two built-in microphones, while all competitor products have just one. I delivered 5 different headlines and copy to be used across the staggered social campaign.

World COPD Day 2015: A more promising picture with every breath

I produced the global messaging for ResMed's global campaign for World COPD Day 2015. The messaging framework consisted of three pillars, which framed all print, digital and online marketing collateral produced globally. This video formed part of the EDM campaign, which drew on the messaging framework. I was also a script writer and editor on this campaign.

Lumis ventilator series: Personalised ventilation made easy

Lumis ventilator series: Personalised ventilation made easy

I produced the global messaging framework for the Lumis ventilator series, which was used to ensure global messaging alignment across all print, digital and online marketing collateral produced regionally.

AcuCare series: Speed, stability and success

AcuCare series: Speed, stability and success

I produced the global messaging framework for the AcuCare hospital product series (comprising three masks and a nasal cannula), which was used to ensure global messaging alignment across all print, digital and online marketing collateral produced regionally.

Stellar series: The versatile choice

Stellar series: The versatile choice

The messaging for this ventilator series centred around its versatility in both the hospital and home environments.