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
The Challenge
Customers weren’t lacking awareness—they lacked understanding.
Key product information wasn’t landing, and performance reflected it.
The Strategy
Build a physician-led content system that:
Simplifies the science
Aligns messaging across channels
Connects education to conversion
The 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
The Outcome
Established a scalable content system designed to:
Improve understanding
Support conversion
Align messaging across channels
The Takeaway
When people understand the product, they trust it.
When they trust it, they convert.
