Humann Professional Content System
Transformed Humann Professional into an education-driven growth channel for 6,000+ medical practitioners, connecting clinical credibility, content, webinars, email, and conversion across the professional ecosystem.
A conversion-focused experience designed to guide users from education to action.
Built for 6,000+ medical practitioners and professionals.
Structured to simplify product discovery for medical professionals
Social proof + credibility layer to build trust early in the journey
Humann Professional was an underdeveloped channel with serious growth potential.
Serving 6,000+ medical practitioners and professionals who actively use Humann products in practice, the opportunity was to build an experience that matched the credibility of the audience it served—and turn that authority into a more connected content, engagement, and revenue engine.
My Role
Led content and messaging strategy for the Humann Professional channel
Directed landing page experience and content architecture
Built the educational content and retention system across blogs, webinars, and email
Partnered with design, development, and external teams to execute across digital and event touchpoints
Translating complex clinical science into digestible, visual storytelling
Building an education engine for practitioners
Content was designed to do more than inform. It had to drive webinar engagement, support product trust, and move practitioners deeper into the Humann Professional ecosystem.
Email built for engagement and action
Designed to translate clinical authority into clear, fast-moving communication that drove webinar signups, product interest, and deeper channel engagement.
What it drove
For Humann’s Professional channel, I supported the development and execution of content and campaigns designed to drive engagement and revenue across a highly targeted audience of healthcare practitioners. During Heart Health Month, the campaign reached 1,854 contacts and generated 539 webinar registrations—a 29% conversion rate—with email CTRs reaching 8.5%. These efforts contributed to a strong February, with $290K in total revenue, +14% YoY growth, medical revenue reaching 109% of goal, and medical distributors delivering +68% YoY growth.
Credits
Content Strategy & Copy: Jessica Baryla
Design: Cat Stigliano, Lauren Thorn, Shannon Lochridge
Medical Review: Humann Medical Team
Chief Cardiologist at Humann: Christopher Davis, MD, FACC