PORTFOLIO: SELECT PROJECTS
Over the years I've orchestrated the development and execution of many digital strategies - which resulted in launching and managing 20 websites, web apps, mobile apps and many digital campaigns. Below are some highlights of that work.
A/B Testing to Improve Product Sales
My team implemented A/B testing at the AMA and used it to improve the corporate website search experience. One positive result: the new experience increased revenue for the AMA's number one bookstore product by 88%.
Web App that Delights Users
AMA's Policy Finder is used by physicians and policy makers to access the thousands of policies and reports produced by the House of Delegates. My team rebuilt this product using a NoSQL platform. Search is now super fast, and provides real-time recommendations. Due to these improvements, compared to the previous app, abandonment reduced by 20% and searches per visit decreased by 46%. (We also received rave reviews from our customers.)
eDetail to Drive Brand Preference & Qualified Sales Leads
I orchestrated the first eDetail campaign for Talecris Biotherapeutics. The campaign improved awareness, attitudes and behaviors of Alpha 1 Antitrypsin Deficiency, and Prolastin, a therapy developed to treat the disease. Notable metrics include;
- Engaged over 20k physicians
- Generated over 1k leads
- Generated $5M in LTV revenue
- Improved likelihood to prescribe Prolastin
(50% vs 30% nationally)
- Physician requests: 272 test kits; 161 brochures and 36 requested for a rep visit
Weigh What Matters
Mobile App
One of the AMA's strategic focus areas is improving public health. The organization supports this noble goal by providing leadership and resources to help reduce obesity, pre-diabetes, and hypertension.
My team developed the strategy and ux for Weigh What Matters (WWM). The purpose of the app was to support individuals lose weight - by making them more aware of their weight, eating and activity habits, over time. While the app was sunset, due to the incredible competition in the marketplace, it was used by over 20k users during the first four months after launch.
Middle East Brand Campaign
The Rehabilitation Institute of Chicago (Now the Shirley Ryan AbilityLab ) is the best rehabilitation hospital in the US. One goal of the organization was to make its services more widely known, around the world. To support that effort I orchestrated the first international ad campaign - focused on the Middle East. This campaign generated hundreds of thousands of impressions and many referrals as well.
SEO & SEM to
Grow eCommerce Revenue
I led digital marketing efforts for Maqam.com - a Middle Eastern ecommerce site, which sells music and instruments. Through a coordinated SEO & SEM strategy, I consistently grew revenue for competitive categories, such as Middle Eastern Keyboards.