Role:

Copywriter & Strategist​

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Challenge:

Evolve a clinical brand into a human-centric advocate for women.

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Insight:

In an industry clouded by stigma, "safe" jargon is a wall that makes patients feel managed, not heard.

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Idea:

"Take Back Control." We ditched medical-speak for the voice of a supportive expert. We stopped selling a product and started advocating for the person.​

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Execution:

• Authored every line of messaging across digital, social, OOH, and print.

• Balanced "doctor-approved" authority with "patient-first" empathy.​

• Navigated strict industry rules to pivot from sales to advocacy.

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Impact:

• 300+ new patient registrations in the first month.

• Re-established Tilray as the definitive leader in patient advocacy.

• Featured in GlobeNewswire, The Market Herald & Cannabis Business Times.​​