Healthcare copy
with a pulse.

The Brightside Health homepage is the front door to the brand — and over the last few years, the company's evolved offerings had grown well beyond what the original page could carry. Therapy, psychiatry, Crisis Care, and a new IOP all needed a place to live without overwhelming a first-time visitor in a vulnerable moment.

I led the copy for the homepage redesign end-to-end: hero, value prop, section headers, proof points, and CTAs. Worked closely with design, product, growth, and brand to make sure the words and the experience said the same thing — and rewrote toward clarity in every round.

The goal: a page that meets people where they are, signals legitimacy fast, and routes them to the right level of care without making them work for it.

A 30-second connected-TV spot built for Brightside Health's 2024 Medicare push — reaching older adults navigating mental health support through Medicare Advantage. An audience that's chronically underserved in mental health marketing, and one that doesn't respond to the same playbook as a 28-year-old scrolling Instagram.

I wrote the script and shaped storyboard direction with the creative team, leading with empathy and recognition before moving into clear, low-friction next steps. The spot needed to feel like a trustworthy neighbor, not a pitch — and clear the bar for both compliance and conversion.

The consumer-facing front door for a brand-new clinical offering: Brightside Health's virtual Intensive Outpatient Program. IOP sits at a high level of clinical intensity — the kind of care people only consider when something serious is going on — so the page had to balance seriousness, hope, and approachability without slipping into either pamphlet-speak or false reassurance.

I shaped the message hierarchy, hero, value props, program description, and proof points to translate a clinically rigorous program into language patients and families could grasp at a glance. Worked alongside the IOP launch team — clinical, product, design, growth — to ship the page in time for launch and align it with the broader IOP narrative across white paper, sales collateral, and lifecycle.

"Does insurance cover this?" is one of the very first questions someone asks when they're considering mental health care. The Learn–Insurance page is built to answer it — and to do it in plain English, without the jargon or weasel words that make most insurance pages a slog.

I wrote the latest update to this page: explaining coverage, copays, in-network care, and what people actually pay, with answers calibrated to the most common search queries. Coordinated with product, design, growth, and compliance so the page would build trust, rank well, and reduce drop-off in the sign-up flow.

A 24-page white paper introducing the Mental Health Quality Scorecard (MHQS) — a 9-category, point-based framework health plans, health systems, and providers can use to evaluate the actual quality of mental health care, not just access to it.

I wrote the paper alongside Brightside's clinical and commercial teams: structuring the argument, drafting the executive summary, translating internal scoring methodology into a story that stands up in front of payer and partner audiences, and grounding it in Brightside's own scorecard performance to walk the talk.

This is a foundational piece for enterprise sales conversations — the kind of asset that opens doors and reframes a conversation in the same meeting.

A thought leadership paper making the case for virtual Intensive Outpatient Programs as a high-value, evidence-based piece of the behavioral health care continuum — when they're built with strong clinical controls and supported by technology, data, and measurement.

I drafted the CEO's executive letter, structured the clinical and financial argument, and shaped the case for measurement-based care without losing the human story underneath: families, care coordinators, and clinicians stuck in a system where access has expanded but step-down care hasn't kept up.

The paper supports Brightside's enterprise IOP launch with payer and health system partners — and gives the sales team a credible, clinically grounded leave-behind.