Targeted Copy
"Our craving for sugar may be a habit or something we’re born with. Whatever the cause, it’s hard to resist that sweet sensation..."
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Consumers and patients

Post-operative breast surgery program, for Cooper University Hospital

Project Description
Client:The Cancer Institute of New Jersey at Cooper, an affiliate of the Cancer Institute of New Jersey, a National Cancer Institute-designated Comprehensive Cancer Center  

The Cancer Institute of New Jersey at Cooper is part of Cooper University Hospital, a major provider of comprehensive health services, medical education, and clinical research in South Jersey

Project:Brochure
Audience:Patients
My Role:Writing copy:
  • Conducted research
  • Interviewed program director
  • Drafted brochure
  • Worked with source and marketing staff through the revision process
Consulting on production:
  • Work with marketing staff and design firm to produce the brochure

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Close to Home, for Cooper University Hospital

Project Description
Client:The Cancer Institute of New Jersey at Cooper, an affiliate of The Cancer Institute of New Jersey, a National Cancer Institute-designated Comprehensive Cancer Center.

The Cancer Institute of New Jersey at Cooper is part of Cooper University Hospital, a major provider of comprehensive health services, medical education, and clinical research in South Jersey
Project:Annual report
Audience:Physicians and opinion leaders in South Jersey
My Role:From initial concept through design, I helped launch the first annual report for the cancer institute


Responsibilities:

  • Wrote report:
    • Developed theme
    • Conducted research
    • Interviewed physicians and other health care professionals
    • Interviewed cancer patients for profiles
    • Collected and organized miscellaneous information (e.g., staff listings and financial data)
    • Worked with sources and marketing staff through the revision process
  • Consulted on content, format, and design:
    • Worked with the design firm and marketing staff
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“Reverend Harald Peeders Seeks NCI-Affiliated Cancer Center,” for Cooper University Hospital

Project Description
Client:The Cancer Institute of New Jersey at Cooper, an affiliate of the Cancer Institute of New Jersey, a National Cancer Institute-designated Comprehensive Cancer Center
The Cancer Institute of New Jersey at Cooper is part of Cooper University Hospital, a major provider of comprehensive health services, medical education, and clinical research in South Jersey
Project: Close to Home, annual report
Audience:Patients, physicians and opinion leaders in South Jersey
My Role:
  • Interviewed Peeders and Dr. DiBiase
  • Conducted research
  • Wrote the profile
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"Landers Family Finds the Best Medical Care Close to Home," for Princeton HealthCare System Foundation

Project Description
Client:Princeton HealthCare System Foundation, the fundraising arm of Princeton HealthCare System, a nonprofit community hospital teaching system in Princeton, N.J.
Project:Donor profile for the foundation''s Web site
Audience:Prospective donors and current donors, including patients, community members and healthcare system staff
My Role:Wrote the profile:
  • Suggested adding profiles to the Web site
  • Interviewed the subject
  • Wrote the profile
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What is meningioma? for Johns Hopkins Medicine

Project Description
Client:Johns Hopkins Medicine, one of the leading health systems in the U.S., based in Baltimore, Md.
Project:Brain Tumor Center Web site

Audience:Patients, prospective patients and family members
My Role:Managed a team of writers in developing content for the Brain Tumor Center, including:
  • Writing the overview content
  • Developing the meningioma content as a template for other content on specific types of brain tumors
  • Interviewing physicians and other sources
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“Young Breast Cancer Survivors Provide Support for Others,” for Doylestown Hospital (through Baldwin Publishing)

Project Description
Client:Doylestown Hospital (through Baldwin Publishing)
Project:Quarterly newsletter (Concierge)
Audience:Patients and consumers
My Role:Wrote the article, including:
  • Interviewed Hagerich and Sole
  • Conducted research
  • Wrote the article
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Setting the Pace in Community-Focused Healthcare, for Hunterdon Medical Center

Project Description
Client:Hunterdon Medical Center Foundation (through Baldwin Publishing), a 176-bed non-profit community hospital in Flemington, N.J.
Project:Report to the community 2007 (annual report)
Audience:Donors, patients, community members and physicians in Hunterdon County
My Role:Wrote the patient story (pages 4-11) and the AED story (page 17), including:
•    Interviewed the patient, physicians, and other hospital staff
•    Wrote the stories

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Cancer Research Forum, for Cooper University Hospital

Project Description
Client:The Cancer Institute of New Jersey at Cooper, an affiliate of the Cancer Institute of New Jersey, a National Cancer Institute-designated Comprehensive Cancer Center

The Cancer Institute of New Jersey at Cooper is part of Cooper University Hospital, a major provider of comprehensive health services, medical education, and clinical research in South Jersey

Project:Quarterly newsletter
Audience:Cancer patients and consumers in South Jersey
My Role:From initial concept through design, I helped launch this newsletter. I generated ideas for newsletter title, content and format, and worked in collaboration with the director of the cancer institute, marketing staff, and the design firm.

Responsibilities for each issue:

Writing all feature articles and columns:
  •  Conduct research
  •  Interview physicians and other healthcare professionals
  •   Interview cancer patients for profiles
  •   Draft articles
  •   Work with sources and marketing staff through the revision process

Consulting on production:
  •  Work with marketing staff and design  firm to produce each issue

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“Inflammation: A Hidden Risk Factor,” for Scripps Center for Integrative Medicine

Project Description
Client:Scripps Center for Integrative Medicine (through Baldwin Publishing), a not-for-profit, community-based health care delivery network in San Diego, Calif.
Project:Quarterly newsletter (Empowering Health and Healing)
Audience:Consumers and patients in San Diego, Calif.
My Role:Wrote the article, including:
  • Conducted research
  • Interviewed the physician source
  • Wrote the article
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Minimally invasive surgery, for Cooper University Hospital

Project Description
Client:Cooper University Hospital, a major provider of comprehensive health services, medical education, and clinical research in South Jersey
Project:Web content for Cooper''s Web site
Audience:Patients and consumers
My Role:Wrote most copy and selected and supervised two writers on the rest of the copy:
  • Conducted research
  • Interviewed department heads for each type of surgery (abdominal through vascular)
  • Wrote most copy
  • Selected and supervised two writers in preparation of descriptions of specific procedures
  • Worked with sources and marketing staff through the revision process
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“Uncovering the Truth About Sugar,” for Scripps Center for Integrative Medicine

Project Description
Client:Scripps Center for Integrative Medicine (through Baldwin Publishing), a not-for-profit, community-based health care delivery network in San Diego, Calif.
Project:Quarterly newsletter (Empowering Health and Healing)
Audience:Consumers and patients in San Diego, Calif.
My Role:Wrote the article, including:
  • Conducted research
  • Interviewed the physician source
  • Wrote the article

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About Brain Tumors, for Johns Hopkins Medicine

Project Description
Client:Johns Hopkins Medicine, one of the leading health systems in the U.S., based in Baltimore, Md.
Project:Brain Tumor Center Web site
Audience:Patients, prospective patients and family members
My Role:Managed a team of writers in developing content for the Brain Tumor Center, including:
  • Writing the overview content (e.g., "About Brain Tumors")
  • Developing the meningioma content as a template for other content on specific types of brain tumors
  • Interviewing physician and other sources
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Your Gifts in Action, for Princeton HealthCare System Foundation

Project Description
Client:Princeton HealthCare System Foundation, the fundraising arm of Princeton HealthCare System, a nonprofit, community hospital teaching system in Princeton, N.J.
Project:Foundation Web site: Your Gifts in Action, Annual Giving, Planned Giving and Ways You Can Give
Audience:Prospective donors and current donors, including patients, community members and healthcare system staff
My Role:Wrote the Web site:
  • Conducted research about fundraising Web sites
  • Interviewed foundation staff
  • Developed the content outline
  • Synthesized information from the previous Web site, foundation publications and interviews with staff
  • Wrote Web content
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“Walk Your Way to Fitness,” for Abington Memorial Hospital

Project Description
Client: Abington Memorial Hospital (through Green eggs no ham, inc., a design firm)
Project: ElderMed American, a newsletter to promote ElderMed, a wellness membership program for people age 50 or older
Context: The newsletter focused on healthy living and included feature stories as well as columns (e.g., Fitness, Eating Right, Ask Your Pharmacist, Top 10 Tips, Money, and Trivia)

Print copies of the entire newsletter letter are available upon request.
Audience:Seniors
My Role:Wrote the entire newsletter (except the hospital feature), including:
  • Generated ideas for articles and columns
  • Conducted research
  • Wrote articles
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Did You Know?, for Cooper University Hospital

Project Description
Client:Cooper University Hospital, a major provider of comprehensive health services, medical education, and clinical research in South Jersey
Project:Web site health tips feature
Audience:Consumers and patients
My Role:Wrote the content, including:
  • Developed theme
  • Conducted research
  • Drafted feature
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Flu, for KidsHealth.org

Project Description
Client:KidsHealth.org, the largest and most-visited Web site for health information about children, from The Nemours Foundation''''s Center for Children''''s Health Media
Project:Patient education content
Audience:Parents
My Role:Wrote the content, including:
  • Conducted research
  • Wrote the content
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Physicians and healthcare professionals

“Quick & Easy Screening for Anxiety Disorders,” for Physician’s Weekly

Project Description
Client:Physician’s Weekly LLC, a publisher in Englishtown, N.J.
Project: Physician’s Weekly, a weekly news poster posted in hospitals nationwide, with an online edition
Audience:Physicians
My Role:Wrote the article, including:
  • Conducted research
  • Interviewed the physician source
  • Wrote the article
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Close to Home, for Cooper University Hospital

Project Description
Client:The Cancer Institute of New Jersey at Cooper, an affiliate of The Cancer Institute of New Jersey, a National Cancer Institute-designated Comprehensive Cancer Center.

The Cancer Institute of New Jersey at Cooper is part of Cooper University Hospital, a major provider of comprehensive health services, medical education, and clinical research in South Jersey
Project:Annual report
Audience:Physicians and opinion leaders in South Jersey
My Role:From initial concept through design, I helped launch the first annual report for the cancer institute


Responsibilities:

  • Wrote report:
    • Developed theme
    • Conducted research
    • Interviewed physicians and other health care professionals
    • Interviewed cancer patients for profiles
    • Collected and organized miscellaneous information (e.g., staff listings and financial data)
    • Worked with sources and marketing staff through the revision process
  • Consulted on content, format, and design:
    • Worked with the design firm and marketing staff
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Clinical and Economic Considerations of Coronary Heart Disease: A Managed Care Approach, for the American Journal of Managed Care

Project Description
Client: The American Journal of Managed Care, an independent, peer-reviewed publication dedicated to disseminating clinical information
Project:Educational supplement to The American Journal of Managed Care. Click here to see the entire issue.
Audience:Physicians, clinical decision makers, and other healthcare professionals
My Role:Wrote most articles (all articles except the CME article), including:
  • Covering presentations at two conferences
  • Drafting articles, including selecting appropriate tables and figures
  • Working with presenters through the review and revision process
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"Accredited Cystic Fibrosis Center Provides Comprehensive, Coordinated Care," for Robert Wood Johnson University Hospital

Project Description
Client:Robert Wood Johnson University Hospital, one of the nation''s leading academic medical centers, based in New Brunswick, N.J.
Project: Physician Connection, a quarterly newsletter (Spring 2010)
Audience:Physicians in central New Jersey
My Role:Wrote the article and all others in the issue, including:
  • Conducted research
  • Interviewed the physician source
  • Wrote the article
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"Improved Function for Sarcoma Patients," for University Hospitals Case Medical Center (through McMurry)

Project Description
Client:University Hospitals Case Medical Center, through McMurry (a marketing communications company)

University Hospitals Case Medical Center (Cleveland, Ohio), one of the nation''''s top 50 hospitals, is the primary affiliate of Case Western Reserve University School of Medicine
Project:"Improved Function for Sarcoma Patients," UH Innovations in Orthopaedics, bi-annual newsletter
Audience:Referring physicians
My Role:Wrote this and all other articles in issue:
  • Conducted research
  • Interviewed physicians
  • Wrote articles
  • Worked with physicians and editors through the review process
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Setting the Pace in Community-Focused Healthcare, for Hunterdon Medical Center


Project Description
Client:Hunterdon Medical Center Foundation (through Baldwin Publishing), a 176-bed non-profit community hospital in Flemington, N.J.
Project:Report to the community 2007 (annual report)
Audience:Donors, patients, community members and physicians in Hunterdon County
My Role:Wrote the patient story (pages 4-11) and the AED story (page 17), including:
•    Interviewed the patient, physicians, and other hospital staff
•    Wrote the stories

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Innovations in Oncology, for Cooper University Hospital

Project Description
Client:The Cancer Institute of New Jersey at Cooper, an affiliate of The Cancer Institute of New Jersey, a National Cancer Institute-designated Comprehensive Cancer Center

The Cancer Institute of New Jersey at Cooper is part of Cooper University Hospital, a major provider of comprehensive health services, medical education, and clinical research in South Jersey
Project:Quarterly newsletter
Audience:Physicians and opinion leaders in South Jersey
My Role:From initial concept through design, I helped launch this newsletter. I generated ideas for newsletter title, content and format, and worked in collaboration with the director of the cancer institute, marketing staff, and the design firm.


Responsibilities for each issue:

  • Wrote all feature articles and columns:
    • Conducted research
    • Interviewed physicians and other health care professionals
    • Drafted articles
    • Worked with sources and marketing staff through the revision process
  • Consulted on production:
    • Worked with marketing staff and design firm to produce each issue
<< Back to Writing Sample





"Redefining Care for Pediatric Cancers and Blood Disorders," Physician Connection, for Robert Wood Johnson University Hospital

Project Description
Client:Robert Wood Johnson University Hospital, one of the nation''s leading academic medical centers, based in New Brunswick, N.J.
Project:"Redefining Care for Pediatric Cancers and Blood Disorders," Physician Connection, a quarterly newsletter (Winter 2009)
Audience:Physicians in central New Jersey
My Role:Wrote this and all other feature articles:
  • Conducted research
  • Interviewed physicians and/or other healthcare professionals
  • Wrote articles
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The Cooper Resource, for Cooper University Hospital

Project Description
Client:Cooper University Hospital, a major provider of comprehensive health services, medical education, and clinical research in South Jersey
Project:Quarterly newsletter
Audience:Physicians and opinion leaders in South Jersey
My Role:Wrote all copy for each issue:
  • Conducted research
  • Interviewed physicians and other sources
  • Drafted articles
  • Worked with sources and marketing staff through the revision process
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Policymakers, academia, and other audiences

"Health Law Information Project Assesses Legal Barriers to Using Health Information to Improve Health Care Quality and Reduce Disparities"

Project Description
Client:Robert Wood Johnson Foundation, the nation''s largest philanthropy devoted exclusively to improving the health and health care of Americans, based in Princeton, N.J.
Project:Web-based Grant Results Report
Audience:Educated lay audience
My Role:Wrote the report:
  • Analyzed complex information from multiple sources and documents
  • Conducted research
  • Interviewed the project director
  • Translated jargon and complex language into layman''s terms, as necessary
  • Synthesized and summarized information and drafted a concise report
  • Worked with a reviewer on revisions
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"Community Partnerships Engage People in Active Living," profile of several communities

Project Description
Client:Robert Wood Johnson Foundation, the nation''''''''s largest philanthropy devoted to improving the health and healthcare of all Americans
Project:Web based profile on several grantees
Audience:Educated lay audience (primarily professionals working in fields supported by Robert Wood Johnson Foundation and foundation staff)
My Role:Wrote the profile:
  • Analyzed complex information from multiple sources and documents
  • Collected missing information, including through research
  • Conducted interviews with grantees
  • Synthesized and summarized information to write the profile
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“Active Living Resource Center,” national program report Grant Results Report

Project Description
Client:The Robert Wood Johnson Foundation, the nation’s largest philanthropy devoted exclusively to improving the health and health care of all Americans
Project:Web-based Grant Results Report on a national program
Context:National programs are multi-year, multi-site programs.  National program reports focus on:
  • Results of the program
  • Problem addressed
  • RWJF strategy
  • Program design
  • Program implementation
  • Evaluation findings (if applicable)
  • Lessons learned
  • Ongoing work after the program.
The Active Living Resource Center provides information and resources to help individuals, neighborhood groups and community partnerships create communities that facilitate physical activity.
Audience:Educated lay audience
My Role:Wrote report:
  • Analyzed complex information from multiple sources and documents
  • Collected missing information, including through research
  • Conducted interviews with Robert Wood Johnson Foundation program officer and grantee project director
  • Synthesized and summarized information and drafted a concise report
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"Exploring Accreditation of Public Health Departments," report

Project Description
Client:Robert Wood Johnson Foundation, the nation''s largest philanthropy devoted to improving the health and healthcare of all Americans
Project:Report synthesizing Robert Wood Johnson Foundation''s work leading to the development of the national public health accreditation program
Audience:Educated lay professionals (primarily public health professionals and foundation staff)
My Role:Wrote the report:
  • Synthesized information about dozens of projects over more than a dozen years
  • Interviewed program officers
  • Drafted the report
  • Worked with the program officers through the revision process
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“Toward Preventing Suicide in Las Vegas,” Grantee Profile

Project Description
Client:The Robert Wood Johnson Foundation, the nation’s largest philanthropy devoted exclusively to improving the health and health care of all Americans
Project:Web-based Grantee Profile about a Health & Society Scholar
Context:The Robert Wood Johnson Foundation Health & Society Scholars Program® is a national program (a multi-year, multi-site program) to build the field of population health
Audience:Educated lay audience
My Role:Wrote profile:
  • Analyzed complex information from multiple sources and documents
  • Collected missing information, including through research
  • Conducted interview with the scholar
  • Synthesized and summarized information and drafted a concise profile
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Fun...

“Tag-Ducker Takes a Stand for Free Sand,” op-ed piece, The Philadelphia Inquirer

Project Description
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“Sealed with a Lick” (the story of a Key West cat), in Key West: A Collection

Project Description
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