Case Studies & Client Stories

Proving the Value of Strategy: Selected Projects

Every project you’ll read about below started with a complex ask and a high-stakes context: tight timelines, regulatory pressure, or a crowded competitive landscape.

What changed?

Clarity. Positioning. And a strategy that actually worked.

How a 90-Second Game Reframed a 420Million User App for Clinicians

Flo is one of the most downloaded women’s health apps in the world. But despite its scale, the product wasn’t landing in clinical spaces.
The challenge was clear: OB-GYNs weren’t seeing a reason to recommend a consumer tracking app in a medical setting. The team needed a way to prove Flo’s clinical relevance: fast, convincingly, and on the ground at ACOG, one of the world’s largest OB-GYN conferences.

The Real Objective: Make the Value Obvious - in 90 Seconds or Less

We weren’t just after brand visibility.
We needed to make clinicians feel, in under two minutes, how Flo could improve the quality, speed, and accuracy of a real consultation. This wasn’t about education. It was about recognition and delivering a moment where the product’s utility would click instantly.

A colorful UI for a medical diagnosis game titled "The Diagnostic Dash" with a subtitle "The Clock's Ticking. Can you get to a diagnosis in time?" It features four female patient profiles named Lisa, Priya, Imani, and Taylor, each with their age and a portrait photo.
Digital illustration of a conversation between two women, Lisa and an OB-GYN, about spotting and periods. Lisa expresses concern about recent changes in her periods, and the OB-GYN asks when she first noticed the spotting. The dialogue is presented in speech bubbles with pink and purple backgrounds. The women have portrait photos next to their respective speech bubbles, with Lisa's photo on the left and the OB-GYN's on the right.

Strategy, Science, and Execution in One Brain

I was brought in by the medical team, not as a marketer, but as someone who could speak the language of healthcare professionals and understand the science behind the product.
I led the full experience design:

  • Built four diagnostic scenarios based on real OB-GYN workflows

  • Designed a decision-tree interaction clinicians could complete in under 90 seconds

  • Scripted every question, pathway, and response to mirror real diagnostic logic

  • Created a “with vs. without Flo” reveal, showcasing how structured tracking changes the consultation

  • Built the hosted digital experience end-to-end

No templates. No borrowed playbooks. Just the right story, told the right way, in a format the audience couldn’t ignore.

Exhibit booth for Flo, a healthcare company focused on women's health, with pink and white branding, informational posters, tablets, and literature on women’s health topics at a conference or trade show.
Large indoor conference or expo hall with a purple banner reading 'ACOG Central' hanging from the ceiling. Several people are standing and interacting at tables labeled 'Membership Services,' with displays of brochures and informational materials. The ceiling is high with an industrial design, and the space is well-lit with blue and white lighting accents.

What Happened Next: 700 Leads, 254% Traffic Surge, 1 Clear Message

The experience didn’t just draw traffic, it delivered qualified traction.

  • 21% of the entire conference gave contact details (double the target)

  • Website traffic jumped +254% during the event

  • Nearly 700 high value contacts captured at the booth


Most importantly, Flo’s perception shifted. The app wasn’t “just another tracker.” It became a tool clinicians wanted in the room.

 

The SEO Fix That Drove Millions in Revenue

A global provider of life science research tools was sitting on a 5000 items portfolio that was underperforming. Hard to find. Hard to convert. Losing traction in a fast-moving, commoditised market.

The challenge wasn’t just visibility. It was alignment. Right product, right user, right moment; and a system that could scale to thousands of technically complex SKUs without losing credibility.

We weren’t looking for a rebrand. We were looking for results.

Graphic showing logos of online databases and analytics platforms including SEMrush, PubMed, ChemSpider, PubChem, and Google Analytics, interconnected with red and white swirling arrows.

I built the strategy, led the team, and delivered the outcome. That meant shaping the why, designing the how, and aligning R&D, IT, web developers, data teams, and compliance around a single goal: make 5000 product pages work harder.

I started with the data. How were customers actually searching? Who was we were missing and why? I pulled search behaviours from many sources (even good old Google Analytics), tracked competitor patterns (joys of SemRush), and studied how scientists used specialised platforms like PubMed, PubChem and ChemSpider.

This wasn’t about ranking higher. It was about being relevant. Scientific, searchable, and conversion-ready.

This was a high-volume, high-precision rebuild where consistency mattered just as much as credibility.

·       Create universal naming and structuring rules that held up at scale

·       Translate marketing learnings from PPC into long-term SEO strategy

·       Build pages that made sense to both humans and search engines

·       Maintain scientific accuracy without falling into jargon traps

·       Design a system that could adapt, not just patch

The real constraint wasn’t the number of pages. It was making sure every one of them said the right thing, without needing 5000 manual rewrites.

A magnifying glass, a healthcare reagent label, and a small glass jar with red liquid and red cap.

We focused first on the top 20% of products driving the highest revenue. Built naming conventions, metadata rules, and tagging systems that could be automated but grounded in real customer logic.

·       Conducted deep keyword and behaviour analysis to define search intent

·       Built a scalable metadata and taxonomy structure to match

·       Applied automated naming logic based on real-world conventions

·       Worked directly with scientists to validate accuracy

·       A/B tested structure and language for impact before scaling

·       Cross-referenced commercial intent with scientific data integrity

What we created wasn’t a content dump. It was an ecosystem. Searchable, navigable, and commercially fluent.

Computer screen displaying SEO analytics with graphs, a magnifying glass, and search bar. Keywords listed: genomic reagent, sample preparation. Plus 120% growth indicator.

The outcome:

·       +30% conversion across the full portfolio

·       +20% organic traffic through improved search performance

·       Million revenue impact from higher engagement and improved funnel flow

·       Increased trust and relevance for buyers across academic and private labs

·       More effective cross-sell and upsell paths through clearer product interlinking

The pages didn’t just work, they worked for the right people.

This is what I do best. I take complexity and turn it into commercial performance.

I build the strategy, set the pace, and deliver outcomes that scale.

Launching a Regulated Gene Panel Across Two Continents, With No Shared Starting Point

The product was set to become Japan’s first regulated gene panel for Inherited Retinal Dystrophy.
The ambition was clear. The science was strong. But between the UK development team and the Japanese regulatory and technical leads, there was no shared language; literal or operational.
Different cultures. Different systems. Different expectations. Everyone moving fast, but not always in sync.

This wasn’t just a product launch. It was a full-system coordination test across countries, disciplines, and regulatory standards.

The goal was clear: deliver a regulated rare disease panel that made clinical, scientific, and commercial sense.
But getting there meant translating R&D into market logic. Translating clinical needs into scientific constraints. And making sure every decision held up across two companies, in two time zones, under one deadline.

Torn wall mural combining the flags of Japan and the United Kingdom

Where I Worked: In the Gaps No One Else Could Bridge

I led strategic product marketing for rare diseases, owning the space between technical development and market delivery.
Not reporting. Not relaying. Translating.

·       Defined the value proposition and positioning for the Japanese market

·       Aligned regulatory, R&D, and commercial teams across UK and Japan

·       Navigated conflicts, clarified expectations, and kept timelines intact

·       Translated complex science into market-ready strategy without dilution

·       Delivered a highly regulated product under pressure, without derailment

This is the kind of work I specialise in:
Where science is complex, communication is fractured, and clarity is non-negotiable.

What Came Out of It: Clinical Rigour, Regulatory Approval, and Market Readiness

·       Regulatory approval granted in Japan for the identification of causative IRD genes

·       National Health Insurance covered - enabling clinical access at scale

·       Clinical services launched immediately through regional infrastructure

A hand pointing at a tablet screen with a checkmark and the words 'Regulatory Approvals', surrounded by digital icons representing compliance, regulations, and standards, all on a blue background.

The Right Product. In the Right Market. Framed to Land.

·       Japan’s first approved IRD panel, successfully launched

·       Alignment across multiple global teams: technical, commercial, and regulatory

·       Strategy and positioning delivered alongside scientific validation

·       Brought to market in under two years

Let’s Talk Strategy.

Or clarity. Or product-market fit. Or the messy bit you’re stuck on.