Linda has worked with nearly every type of entity in the healthcare universe: Pharmaceuticals, Pharmacy, Payors, Providers, Product Manufacturers, Patients and Patient advocates. Through her strategy work she promotes patient and physician empowerment through education and skill-building. 

She believes positive change in our healthcare system is achievable with tech-enabled, large-scale collaboration between scientific and corporate entities, government and patient advocacy teams. 

Below you’ll find case studies of Linda’s work and a summary of her primary healthcare engagements to date.

3M Master Brand Evolution

Challenge

3M needed to evolve a master brand proposition for a keystone product to address a new indication in a crowded and complex category.  The solution would have ramifications for all sub-brands in the brand hierarchy.

Strategy

 Linda led the research to fuel the project strategy, delineated the relative role of the current brands within the portfolio, and crafted a differentiated proposition with evolved product benefits. The solution left strategic room for products in development to take their appropriate roles when launched.

The master brand promise revolved around HCPs desire to provide uncompromised care to their patients. In-market messages for key audiences were developed from the final proposition.

Impact

The resulting messages performed well in qualitative research, carrying high emotional resonance for HCPs. Research also revealed opportunities to refine language, better identify use cases and solution components, and support the brand with customized messaging and clinician education.

Patient Services Upheaveal during COVID

Challenge

When COVID hit, Linda’s Hospice and Palliative Care client faced a huge obstacle. Their key HCP customers became unreachable, barricaded behind hospital and medical practice walls in COVID lockdown.  The client sought to understand what HCPs needed as the COVID crisis unfolded, and how best to deliver it.

Strategy

Linda explored inventive and lesser-used sources of information to track how HCPs were practicing, feeling and coping.  Synthesizing the very little 3rd party data available with her own research, Linda created a market analysis for her client that revealed how HCP needs had changed and how they should be approached. She leveraged the insights to create brand, content and media recommendations.

Impact

The client used the work to amend and augment their brand, content and HCP media touchpoint strategies.  Their revenue actually grew during the pandemic, while many of their competitors were forced to fold.

Oncology Path to Launch

Challenge

 A multi-indication, global oncology brand sought a brand positioning solution that would unite current and future indications in both hematologic malignancies and solid tumors. Working in a time of flux, the client team had multiple points of view on product strengths and marketplace opportunity.

Strategy

Linda’s team utilized a multiphase approach to optimize current equities and surface aspirational equities. They interviewed multiple specialty HCPs to mine their unique, varied backgrounds and insights.

The team generated two brand narratives with two positioning directions, as well as a set of evaluation criteria. Using this stimuli, the strategy team collaborated with the client to finetune the candidate narratives and chose a direction. They assembled a brand strategy playbook using science, artistry and narrative to inspire the wider client brand team.

Impact

The brand and organization united around a single masterbrand positioning that is being utilized to guide strategy, clinical development, and communications.

Specialty Pharmacy Business Challenge

Challenge

A Specialty Pharmacy sought solutions to a low filled prescription" rate, poor patient adherence and sub-goal prescription renewals.

Strategy

Linda translated the client’s business needs into actionable, sub segment-level program strategies and requirements. She undertook primary and secondary research that included an intensive audit of patient, caregiver and HCP communication materials, and conducted real-time digital and phone engagements with audiences.

She expressed the insights gathered in current vs. ideal-state patient journeys detailing both emotional and functional needs. Journeys were customized for category of disease, stage in diagnosis, treatment, and degree of engagement. Linda produced a communications and support strategy accompanied by a 5-year roadmap marking the steps to achieving better experiences and business results.

Impact

Linda’s work for the Specialty Pharmacy culminated in an entirely re-focused
 Content and CRM approach to multiple audience segments.