The people of GKV Health
are the strength of GKV Health.

Most Rewarding Campaign

National Launch of the CMS Prescription Drug Plan

As partner-in-charge, I led the development and implementation of a multimedia national advertising campaign and media buy targeting Medicare beneficiaries and their caregivers. This included working with CMS to develop a national paid media and brand strategy and plan; developing testing and refining the identity package for the new Rx product (name and logo) as well as creative concepts for print, radio and television advertising; producing the various paid media products; purchasing media buys in multiple advertising vehicles; and evaluating paid media campaign effectiveness. The campaign was enormously successful as over 38 million Medicare beneficiaries were enrolled in a drug plan by the conclusion of the campaign. This was and continues to be the most successful federal campaign for a voluntary social program in history.

Most Rewarding Campaign

Blue Shield of California Age In Campaign

This was a campaign unlike any other in the marketplace. As most Medicare plans continued to speak to prospects who were aging into Medicare as if it was their final chapter in life, GKV created a strategy based on the fact that people aging into Medicare were squarely in the baby boomer cohort. This generation, unlike any other, has a unique and rich collective character. They share values, bellwether events and cultural experiences that drive their underlying motivations and influence their purchasing decisions. I had the privilege of working with a talented team to create an ongoing multichannel, multitouch campaign aimed at generating new leads and nurturing hand raisers.

Most Rewarding Campaign

Kemin — Floraglow Blue Light Supplements

My family has a history of eye disease and eye problems. Learning how products with a proven protein supplement can prolong eye health and figuring out ways to communicate that to a generation of digital natives whose exposure to blue light may accelerate eye disease later in life was a personal highlight.

Most Rewarding Campaign

CareFirst BlueCross BlueShield

Working with CareFirst BlueCross BlueShield to prepare for healthcare reform and then launching the highly successful Affordable Care Act enrollment campaign was truly satisfying. It started with an educational component that included a mobile unit tour of “CareForce One” to reach young adults across Maryland, DC and Northern Virginia. We created content videos that were entertaining and informative, a music channel on Pandora, multiple highly targeted digital campaigns that spoke to individual audiences, award-winning radio spots, and transit posters. Best of all, the response, which we tracked and reported daily, was phenomenal: 80% of Marylanders who enrolled in an ACA plan did so with CareFirst.

Most Rewarding Campaign

GoVAX

I am proud to have helped the Maryland Department of Health activate Marylanders to become the sixth most vaccinated state in the nation in response to the global COVID-19 pandemic. With the GoVAX, Let’s End Covid, Maryland initiative, we were able to quickly scale awareness and motivate action by reaching citizens with critical information on a real-time basis. We maintained a simple, engaging branding identification at every touch point, coordinated efforts with all local health departments and used innovative tactics to educate hard-to-reach audiences.

Most Rewarding Campaign

Saint Agnes Hospital

The bariatrics department at Saint Agnes Hospital in Baltimore was greatly underutilized; it needed to add patients, and quickly. Morbidly obese people know they need help. Bariatric surgery offers them a new lease on life. But fear of the operation and the major lifestyle changes that come with it paralyzes many. We believed showcasing the joy and renewal of those who’ve lost life-threatening weight would overcome the fear for many of those still suffering. So we told the success stories of real patients in a fully integrated broadcast, print, and digital campaign. Their journeys to complete physical, emotional, and psychological transformation were profoundly moving and motivational. Responses poured in from hundreds of surgery prospects. Seeing and hearing how amazing life could be without obesity got them believing and dreaming, and it compelled them to swallow hard and finally take action. In short order, Saint Agnes went from having unused patient capacity to having a patient waiting list.

Most Rewarding Campaign

OPTAVIA

Achieving and maintaining a healthy weight has a positive impact on all aspects of life. Our work with the lifestyle brand OPTAVIA empowered individuals not to lose weight but to transform their lives and their livelihoods. And it worked. I had the privilege to meet dozens of individuals who testified to the OPTAVIA transformation with their personal stories. I was inspired by their powerful and emotional journeys.

Most Rewarding Campaign

DSM – Brightest

Working with DSM to launch its children’s nutrition education initiative, “Brightest.” The project encompassed my passion for web design/development and children’s nutrition. The Brightest website is an unbranded B2C blog that offers consumers the latest news, scientific research and general information about optimal nutrition for mom, baby and child. As a mother, I appreciate the credible information and that there are no strings attached on the unbranded site. The website and accompanying collateral materials also served as sales tools for DSM to help sell its life’sDHA ingredient to food, beverage and supplements companies, who in turn offered the website and collateral as free educational resources to their customers.

Most Rewarding Campaign

Clover Valor Campaign

Members of the armed services have always held a special place for me — from folks in my family to friends and neighbors. It was with great pride that we crafted a campaign that targeted veterans in a respectful, dignified way. Clover created a plan that complemented the existing health benefits for retired military. Most inspiring of all was that we were able to use veteran and former pro-football player Rocky Bleier to be the credibility conduit between veterans and Clover.

Most Rewarding Campaign

Smoking Stops Here

It was truly one of the first fully integrated campaigns I worked on from TV and radio to outdoor and grassroots programs. The work featured images from each of the 24 jurisdictions in Maryland, with outdoor bulletins taking a lead role as part of the “here” in the campaign. No matter if someone was from Ocean City, MD, Baltimore City or Annapolis, the outdoor executions conveyed a resonant message: wherever in Maryland, the reduction of smoking (in both frequency and occasions) was a top priority, mixing both state and local pride as well.

Most Rewarding Campaign

As Director of Communications for the Maryland Department of Health, I was involved with multiple public health campaigns, including smoking prevention and cessation, opioid and substance use disorder awareness and treatment, diabetes risk factors, flu prevention and mental health support and resources. The most challenging campaign I directed was GoVAX, a multi-platform, statewide effort to encourage Marylanders to get vaccinated to protect against serious illness, hospitalization and death. We invested heavily in grassroots outreach throughout the two-year campaign to decrease vaccine hesitancy and deliver critical information to hard-to-reach segments of the population.