Healthcare on Social: How Science-Based Brands Create Content Without Being Cringe
Cringe usually comes from substance-free imitation: a trend with no point, fear-mongering for clicks, a wall of jargon, or over-promising results you cannot back up. The fix is not to drop the personality, it is to anchor it in something real.
Writing for LinkedIn vs. Instagram vs. TikTok: How to Read the Room
Each platform is a different room, with a different crowd, in a different mood. The words that kill on TikTok will flop on LinkedIn, and the reverse is just as true. Reading the room and adapting your content is a necessary strategy in the age of social media.
Earned vs. Owned vs. Paid Media: Building the Right Mix
Here is what "just pick one channel" advice always misses: these three are not mutually exclusive, and the lines between them should be blurred when building the right mix. Social media is owned when you post organically, earned when someone shares it, and paid when you boost it. The smart move is to run them in a loop, with each one feeding the next.
Brand Voice: How to Sound Like a Person, Not a Press Office
Somewhere along the way, a lot of brands started writing like a legal department with a marketing budget. We've all seen the uninspired results: "We are pleased to announce a best-in-class solution that leverages synergies to drive value for our stakeholders."
Health Marketing Without the Hype: How to Build Trust
Trust compounds. Every accurate, modest, well-sourced thing you publish makes the next one land a little easier, and a single inflated claim can wipe out years of that goodwill in an afternoon. In a skeptical field, the boldest move is truth. Be the brand that is still standing and still believed when the hype cycle moves on.
How to Build a Crisis Communication Plan Before the Building is Burning
I hate to be the bearer of bad news, but here's the truth: you cannot write calm, clear, on-brand messaging while the building is on fire. The thinking has to happen before tensions rise. A crisis comms plan should not be considered corporate busywork; it's what buys you confidence and clarity at the exact moment you need it.
How to Write an Email Pitch That Doesn't Get Ghosted
Fun fact: a large majority of journalists delete a pitch on sight if it doesn't fit their beat.