Cardiovascular Health Launch & Content System Strategy
Turning complex science into content that converts
Humann was scaling its first beet-free cardiovascular support portfolio, but performance gaps pointed to a deeper issue: the story wasn’t landing.
I diagnosed the gaps and built a physician-led content system to simplify the science and turn clarity into conversion.
My Role
Content Strategy Lead • Campaign & Messaging • Video/Content Direction
Challenge
Key product information wasn’t landing, and performance reflected it.
Strategy
Developed a multi-layered content system designed to:
translate clinical credibility into accessible education
support practitioners with ready-to-use talking points
drive patient engagement through lifecycle and product storytelling
Turning content strategy into owned, conversion-driving assets
Key opportunity: build deeper, ingredient-level education to support both practitioner credibility and customer conversion.
Brought to life through long-form, science-backed content, including a cholesterol health white paper that reframed the conversation beyond single metrics to a more holistic, systems-based approach to cardiovascular health.
Work
Directed doctor-led video content
Built content roadmap to fill key education gaps
Developed messaging across PDPs, email, and content
Created a system spanning blog, video, and lifecycle
Outcome
Established a scalable content system designed to:
Improve understanding
Support conversion
Align messaging across channels
Takeaway
When people understand the product, they trust it.
When they trust it, they convert.
Credits
Content Strategy: Jessica Baryla
Video Production: Andrew Kmiec, Cameron Dougan, Hale Production Studios
Design: Cat Stigliano, Lauren Thorn
Chief Cardiologist at Humann: Christopher Davis, MD, FACC