Category: All Work

Stall the robots.

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CAMPAIGN COPY for Real AI

What if your software company had a conscience?

I studied English Literature, have read over 500 books, and try my very best not to be annoying about it. But I'll be honest, AI scares me. As does AI-related advertising.

So when ModMed's Product Marketing team needed something in market to explain why our AI wasn't finished baking, I jumped on the opportunity to stall the robots. 

Because if I'm feeling nervous about AI, surely some board-certified doctors might be too, right? 

I suggested we move into thought leadership and market our head and heart space in the mean time. How do patients feel about AI? Doctors? Staff?

ModMed wants to know. Because ModMed wants real intentionality built-in.

Humans > Humaniods

Real AI > Artificial Intelligence  

Lucky to collaborate Mel Rausch, a UX visionary, on this project. We decided the floating amorphous blob represents alllll the different ways people could be thinking, questioning, concerning, opinion-ing, and more about AI...and in one place for once. (Was beyond honored she loved that idea!)

 

IF FIGMA IS FINICKY, click here! 

We also commissioned a study to get real answers from real patients.

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www.modmed

Click here to read the report! It generated 295 report downloads, 111 nEEOs, and ~$600 million in the pipeline — in less than a month.

Most AI content looks and sounds straight out of space. I asked design to prioritize "patients-eyes-on-us" imagery to reinforce my first-person, "real-humans-were-surveyed-to-get-this-data" tone.

Make data human again in 2025! Especially in the age of AI!

See the future.

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DIRECT MAIL for ModMed OBGYN

Make it worth the walk to the box. That's my motto. 

I knowww this is weird, but my favorite medium, by far, is the mail. I wish more people felt this way. Someone personally delivered it. Took time to wrap and address it. Figured out where you live! This is real effort!

I also believe it's going to have a comeback in the age of AI, since people are dying for real creativity and there is beaucoup opportunity to stand out in a sea of generic leaflets. (Emoji of a wave: 🌊)

Anyways, I'm mostly just lucky my boss, her boss, and his boss let me think outside the box on this one. The rose-colored glasses at the bottom reveal the future of doctors who buy into their own success!

 

Oh, you want to see the future too? Here's what the secret copy says: 

  • Making more baseball games and piano recitals
  • More eye contact with patients
  • A 98% clean claim rate*
  • Real-time estimates, so you can get paid up front**
  • Working from one screen with less clicking
  • Seeing data multiple ways
  • Discovering potential new revenue streams with aesthetics

I went with a mix of life and work-related visions because it's allllll about *balance*.

PS — you should have seen me fight to get this through legal. I was ferocious.

 

Give kudos.

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INTERNAL COMMUNICATION for Hiller

Motivated staff can move a message at the speed of light. So what happens when you shine that light back on them?

When your employees buy into what you're selling, your life becomes a whole lot easier. Since "caring" is Hiller's core value, their CMO tasked me with writing and implementing an awards system that would bring care from the inside, out.

Here's what I came up with.

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The Awards

  • AC Award:  AC stands for air conditioning, but it can also stand for Acts of Caring. This award goes to someone who has gone above and beyond to care for a customer's well-being.
  • Boiler Award:  A boiler turns water into steam, which is better for transferring heat to where it's most needed. This award goes to someone who goes out of their way to perform a cross-trade-industry-related task to make the work easier for others and provide a homeowner with peace of mind.
  • Circuit Award:  An electrical circuit is a loop through which current can flow. This award goes to someone who has demonstrated an ability to lead effectively in a take-charge situation, allowing our teams and workflows to manage seamlessly and efficiently.
  • Lightbulb Award:  A light bulb symbolizes a great idea. This award goes to someone who is constantly brainstorming, implementing, OR improving on ideas/processes in the Hiller workflow.
  • Plunger Award:  A plunger works by using suction and pressure to get the job done. This award goes to someone who performs very well under pressure and is never opposed to going the extra mile.
  • Heart of Hiller Award:  Someone who has achieved all of the above awards would be eligible for this honor because they have demonstrated that they have a heart for service, safety, caring, diligence, work ethic, and more.

The Effect

Tech shares Care Story. Winning Care Story receives corresponding award, uniform pin, truck decal, and restaurant gift card. Best of the best Care Stories compete to win the Heart of Hiller Award. Winner takes home prize worth up to $500.

And so on and so forth...every week...for the rest of the year. 52 opportunities for management to hear about impactful moments in the trades. Endless ways for employees to learn, grow, and feel appreciated. A win-win, if you ask me!

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The Real Reward

Not only did this awards system empower Hiller employees to share their experiences on the daily, but it also provided valuable video and static content for use on social media. Customers sure do get a kick out of kindness.

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Additional Services Provided

  • Daily Content Creation
  • Social Media Management
  • Branding & Web Copy
  • Print Ads
  • Social Ad Campaigns
  • Video Storyboarding & Scripts
  • Project Management
  • Public Relations
  • Photography
  • High Level Brainstorming

I am honored to have worked with Hiller for four years as an employee of MediaTree Advertising. If you'd like to see additional examples of my internal communication skills, click here.