Communications
case studies
Examples of my work, the measurable impact they delivered, and the strategic objectives they helped achieve
WEBINAR DEVELOPMENT & PROMOTION
Goal: Establish QIAGEN as a thought leader in infectious disease diagnostics.
To build credibility and trust with our core audience of healthcare practitioners and clinical lab scientists, we initiated an annual webinar series, focusing on speakers from the infectious disease community.
Over the course of 2 years, webinar attendance rates doubled, jumping from 25% to >50%.
This increasing engagement shows that our approach to webinar promotion and development truly resonated with our audience.
TRADITIONAL PRINT MEDIA
A print ad and advertorial set in the November 2023 issue of CAP Today – shown here – ranked #1 in a reader feedback survey.
65% of respondents found the ad helpful, well above the 51% benchmark.
UNCONVENTIONAL MEDIA
Case study #1: Pathogen Guide app
Goal: Establish QIAGEN as a thought leader in infectious disease diagnostics.
To build credibility and trust, we built an app with key clinical and biological information about our diagnostic test.
Over the course of 2 years, the app achieved:
IMPRESSIONS: 25.5K
TOTAL DOWNLOADS: 1.29K
Positive user feedback: A user satisfaction survey sent via email revealed that 73% of respondents felt the app was helpful.
“Very helpful and understandable.”
“A quick reference in a busy clinic.”
“Very simple to use.”
“Good explanations were available.”
UNCONVENTIONAL MEDIA
Case study #2: Interactive postcards to cut paper waste
Goal: Increase brand awareness among pediatricians.
To engage pediatricians at our booth at the European Society for Paediatric Infectious Diseases congress, we created an interactive postcard that used NFC technology. This eliminated the need for additional print materials.
Pediatric medical education, videos and quizzes could be shared to the phones of booth attendees, cutting paper waste while facilitating conversations.
INTERACTIONS: 1.1K USERS: 343
WEBSITE DEVELOPMENT
Goal: Increase brand awareness among core audience of healthcare providers and clinical scientists; Provide a full-funnel user experience.
We built a new microsite for the syndromic testing product area. It was designed to serve specific business goals, with content spanning the sales funnel.
Since launching in 2022, the microsite has shown excellent performance. Engagement metrics indicate that visitors are actively interacting with the content and easily finding what they need.
AVG. BOUNCE RATE/PAGE: ~30%
HOMEPAGE BOUNCE RATE: ~19%
AVG. READ TIME/PAGE: >2 minutes
WRITING FOR DIVERSE AUDIENCES ACROSS FORMATS
Skilled in producing both long-form and short-form content, print and digital, by adapting style, tone, and delivery to meet the varying needs and expectations of audiences ranging from patients to healthcare providers.
