As Creative Strategist and Group Lead, I led the development of personalized, omnichannel experiences for PatientsLikeMe, supporting the vision of patient-powered healthcare. I managed teams to build a platform where people with chronic conditions could connect, track their health, share experiences, and contribute real-world data to research. Through the Ignite Alpha initiative, I helped integrate health, behavioral, and genetic data with machine learning to deliver actionable insights. My goal was to make complex data and technology easy for patients to understand and trust, while staying true to the brand and meeting both user and business needs.
Our experience strategy started with empathy for users and a strong focus on accessibility and inclusion. By learning about patient journeys—such as researching conditions, choosing treatments, navigating challenges, and finding peer support—we found ways to connect emotionally and make the user experience smoother. We made it clear that participation offered value: people could learn more about their health and help the community. I led the creation of briefs, content plans, digital strategies, and journey maps, which helped us recruit 12,000 participants across ALS, lupus, multiple sclerosis, Parkinson’s disease, and control groups. Every recommendation was based on data, using both qualitative and quantitative insights to guide our storytelling and strategy.
I led the rollout of an integrated experience system that included digital and social outreach, patient stories, mobile features, partnerships, and brand engagement. Every touchpoint was designed to show personal value and support collective progress, helping to build trust and engagement. I worked closely with senior leaders and teams from different backgrounds to create new solutions and drive change, supporting growth and new business. My work always reflects a commitment to diversity, equity, and inclusion, and to using AI and data to make a real difference for patients.
