Northwell Greenwich Village Hospital
A beloved local hospital transformed into Northwell Greenwich Village Hospital overnight—with an entire suite of new clinical services to match. The challenge? Make "new and improved" feel like a natural evolution, not a stranger moving in.
I crafted messaging that treated the rebrand as an upgrade, not a replacement. The copy acknowledged the hospital's deep community roots while spotlighting Northwell's expanded capabilities—framing the transition as their trusted neighbor gaining superpowers. By anchoring new services to familiar, local care, the brochure turned potential skepticism into excitement.
Petrocelli Surgical Pavilion
To drive high-acuity referrals across New York, I created a direct mail piece targeting one of the toughest audiences in health care: some of the world's most accomplished physicians.
The real challenge wasn't writing more. It was writing less. I distilled the pavilion's advanced capabilities into razor-sharp messaging that respected physicians' time and expertise. No jargon or fluff, just the clinical proof points that matter when they're deciding where to send their most critical cases. I coordinated tight, technical copy across the mailer, landing page, and video to ensure every touchpoint spoke peer-to-peer with some of the nation's top specialists, positioning the Pavilion as the non-negotiable choice for complex care.
Brian Halpin Pediatric Cancer Center
The Brian Halpin Pediatric Cancer Center brochure had to do the impossible: condense overwhelming, life-or-death information into something families could actually absorb in their most terrifying moment.
The real challenge was emotional architecture. I distilled multispecialty teams, infusion services, app resources, and system-wide expertise into messaging that felt manageable, not crushing. The copy led with kid-first protocols and world-renowned credentials while weaving in Northwell's safety net for complex cases. By organizing clinical complexity around what families desperately need first, the brochure transformed information overload into clarity and confidence.