The brief
A community platform for patients and caregivers in a sensitive space. The brief: monthly social content that supports the audience without ever sounding like marketing. Voice had to be steady, plain, and human — and every post had to clear regulatory review without losing what made it land.
What I led
- Brand voice and tone guide for the platform’s writing team — codified what the voice was and what it specifically wasn’t
- Quarterly editorial calendar mapping content pillars (coping, milestones, caregiver perspective, lived experience) against awareness moments
- Monthly social production — carousels, story sequences, reel scripts
- Regulatory workflow built so approval cycles stayed short without dulling the writing
Why it matters
The discipline of writing for a sensitive audience under regulatory review — without flattening the voice — transfers to any health, wellness, or community-led brand. Same with the editorial calendar work: pillars, rhythm, and a monthly cadence the team can actually deliver.