The engagements below represent four professional relationships: each in a different niche, each producing a different kind of work, and each built on the same foundation—clinical knowledge, careful thinking about how content serves its audience, and delivery that earns trust.
Bedford Breast Center, Women's Health & Oncology
The Client
Bedford Breast Center is a Beverly Hills, California, breast health specialty practice founded and led by female surgeons who are recognized innovators in their field. The practice has pioneered procedures, including direct-to-implant reconstruction, that have since been adopted nationally. Their patient base includes women navigating breast cancer diagnosis, treatment decisions, reconstruction, and survivorship, as well as those seeking preventive screening and ongoing breast health care.
This is a practice built for women, by women. The clinical expertise is exceptional, and the content has to be worthy of the patients' reading it during some of the most difficult moments of their lives.
The Engagement
As the dedicated writer for this client at Etna Interactive, I have been responsible for their written content across two formats: their website and an ongoing educational blog.
The website scope included the following:
Homepage
About page
Provider profiles
Screening & Diagnosis pages
Procedure pages: surgical and nonsurgical
Additionally, I wrote a significant portion of their patient resources. This required deep familiarity with breast cancer staging, surgical options, reconstruction techniques, and the clinical decision-making process patients navigate from diagnosis through treatment.
Ongoing editorial content has covered breast cancer treatment timelines, surgical options explained in plain language, screening guideline updates, life after breast cancer, and patient education on conditions, including mastitis. Each piece is written for a woman who may be frightened, overwhelmed, or in the middle of making a decision that will affect the rest of her life.
Requirements
Writing for Bedford demands two things that don’t always coexist easily: clinical precision and genuine human warmth. Clinical accuracy is obviously essential, but the tone has to meet patients where they are, not where a medical textbook would put them.
The content is also produced within Etna’s answer-engine optimization (AEO) framework, which structures content to address search queries directly and prioritize featured snippet eligibility. Within those structural constraints, preserving the empathy and voice that Bedford’s patient audience needs is the ongoing editorial challenge.
What This Work Demonstrates
Ability to sustain a consistent voice and clinical standard across a high-volume, multi-format content program
Range across content types: from provider profiles and procedure pages to patient education and survivorship content
Capacity to write for patients at high emotional stakes without defaulting to clinical distance or false reassurance
Experience with AEO-structured healthcare content and the editorial judgment to maintain quality within those constraints
You can view blog posts on women's health in my Clippings portfolio.
Hired Power, Behavioral Health & Recovery
The Client
Hired Power is a behavioral health organization providing recovery support services, including their CarePathways program that guides clients through the clinical and emotional dimensions of early recovery. Their audience includes people in active recovery, family members supporting a loved one, and clinicians and case managers involved in the recovery process.
Content for this client has to work across a wide range of emotional readiness: from someone just beginning to consider treatment to someone already in a structured recovery program trying to understand their recovery in clinical terms.
The Engagement
As part of an ongoing content engagement, I have produced educational and patient-facing articles covering the clinical, psychological, and physiological dimensions of recovery—translating complex therapeutic and neurological concepts into language that is accessible, credible, and grounded.
Pieces produced include a practical guide to trauma-informed therapy modalities: eye movement desensitization and reprocessing (EMDR), Internal Family Systems (IFS), and somatic approaches, an exploration of the gut-brain connection and its role in addiction recovery, and an explainer of Hired Power’s clinical assessment process during the first month of the CarePathways program.
Requirements
The EMDR and somatic therapy piece presented a specific editorial challenge. These modalities are evidence-based and genuinely powerful, but they carry an association with alternative or “woo-woo” wellness culture that can make skeptical readers—particularly those in early recovery who may be resistant to treatment—dismiss them before engaging with the content.
My goal was to write for that skeptic: to make EMDR sound like what it actually is—a clinically validated, neurologically grounded technique, without sanitizing the real experience of trauma processing, which can be uncomfortable, even painful. The piece had to be honest about the difficulty while making the reader feel it was worth facing, and that the support structures existed to make it manageable.
Behavioral health isn't just another content vertical for me; I minored in psychology and have a longstanding interest in the subject. It's an orientation I bring to all of my healthcare writing, but it runs especially close to the surface in behavioral health, where readers are often in a vulnerable state, and the stakes of getting the tone right are high. I take the responsibility that comes with that seriously.
What This Work Demonstrates
Ability to translate complex clinical and therapeutic modalities into accessible, trustworthy plain language
Understanding of the specific reader psychology involved in behavioral health content: who the audience is, what they’re afraid of, and what they need to hear
Range across clinical explainers, patient education, and program-specific content within a single engagement
Editorial sensitivity to the difference between content that informs and content that meets a reader in difficulty
You can view blog posts on behavioral and mental health in my Clippings portfolio.
Beyond Indigo Pets, Veterinary Medicine
The Client
Beyond Indigo Pets is one of the leading veterinary marketing agencies in the US, providing digital marketing, website development, and content services to veterinary practices nationwide. Their clients range from general small-animal practices to specialty and emergency hospitals, large-animal practices, and exotic-animal clinics.
The Engagement
My work with Beyond Indigo Pets comprises two content types: full website copywriting for veterinary practices and ongoing blog content production.
Website projects arrive with a brief drawn from Beyond Indigo’s discovery meeting with the client: practice background, service mix, tone preferences, and competitive context. From there, I shape the content's structure and voice. Practices served have included emergency hospitals, exotic and avian specialty clinics, general companion animal practices, equine specialists, and multi-service facilities offering veterinary care alongside boarding and daycare.
Blog projects arrive monthly via a spreadsheet with a title and target SEO keywords. I research, write, and deliver by deadline.
Requirements
The Beyond Indigo Pets engagement has been notable for how well it's worked from the beginning. I received a style guide and freelancer handbook at onboarding. The working relationship has operated on that foundation ever since: no misaligned expectations, no requests for revision, no friction.
Good veterinary content and good healthcare content have the same prerequisite: genuine interest in the subject matter. I’m an animal lover, and I find veterinary medicine as engaging to write about as human healthcare. The clinical accuracy requirements are real: pet owners reading about their animals’ health are just as discerning as patients reading about their own, and the emotional register of the content matters just as much. A piece about end-of-life care for a pet requires the same sensitivity as a piece about cancer treatment for a person.
More than three years of consistent delivery with no revision requests is the strongest evidence of how I work.
What This Work Demonstrates
Sustained reliability across a long-term retainer engagement: More than three years, consistent output, zero revision requests
Ability to work from minimal direction: A title and keywords are all that’s needed to produce publication-ready content
Range across veterinary specialties: Emergency medicine, exotic animals, companion animal care, multi-service facilities
The async, deadline-driven working model in practice, not just in theory
You can view website copywriting projects and blog posts on veterinary medicine in my Clippings portfolio.
Content Structure & Learning Design, Health Tech
The Client
A southeast Michigan distributor of orthopedic surgical devices serving two distinct audiences: external surgeon customers who needed clinical and product education, and internal sales and administrative staff who needed to understand a complex, regulated product environment to do their jobs effectively.
The organization had grown in a way that left institutional knowledge unevenly distributed. Experienced employees held critical information that newer staff couldn’t easily access. Different departments used different terminology for the same concepts, products, and processes—creating friction in cross-functional communication and inconsistency in how the organization represented itself to surgeon customers. No centralized reference system existed. Knowledge lived in inboxes, Slack channels, individual files, and the heads of specific people.
The Engagement
The work unfolded in three interconnected phases:
The first was a knowledge audit: identifying where institutional knowledge was siloed, who held it, and what the gaps looked like from an organizational standpoint. This required conversations across departments, an assessment of existing documentation, and a map of what information existed, what was missing, and what was inconsistently understood.
The second was building the infrastructure. Gathered knowledge was organized into a centralized repository accessible to all employees, structured so that staff could find what they needed without knowing who to ask. Alongside the repository, I developed a common vocabulary guide to standardize terminology across departments: the same products, processes, and procedures described in the same language, reducing friction from staff using different terminology and from inconsistent communication with surgeon customers
The third phase was learning design A selection of existing organizational materials—executive speeches, internal PowerPoint presentations, and miscellaneous documentation—was converted into a structured self-paced onboarding module built in Articulate 360. The challenge was significant: none of those source materials were designed to teach. A speech is built to be heard once in a room. A PowerPoint deck is built to support a presenter. Neither works as standalone learning for someone who wasn’t there and needs to build a functional understanding of a regulated product environment from the ground up.
Converting them required determining what a new employee actually needed to know, in what order, to build the mental model that would let them do their job. That’s an instructional design problem before it’s a content problem, and it’s a related but different kind of work than writing or editing.
A fourth workstream emerged from the knowledge audit itself: process mapping. Staff understood their individual responsibilities but lacked visibility into the larger workflows they were part of: what happened upstream before work reached them, where handoffs occurred and how they were supposed to work, and who to contact when something stalled or went wrong. For the organization's major recurring projects, those workflows were documented and mapped in sequence, giving staff a clear picture of where they fit, what they depended on, and what depended on them.
Requirements
The knowledge architecture challenge was organizational as much as it was technical. In a medical device environment, where precision matters in how products are described and represented to clinical customers, vocabulary inconsistency isn’t just an internal inconvenience—it’s a risk. Surgeon customers who hear different terminology from different staff members about the same device lose confidence. Internal staff who don’t share a common vocabulary make decisions on different understandings of the same facts.
Building the vocabulary guide required understanding not just what the terms were, but why different departments had arrived at different terms: what the underlying conceptual differences were, and how to resolve them in a way that reflected clinical accuracy rather than just administrative convenience.
The learning design phase required a different discipline. The source materials—speeches, slide decks, documentation—varied in format, register, depth, and purpose. Some were designed to inspire. Some were designed to inform. None were designed to be revisited, navigated, or learned from independently. The conversion process required:
• Identifying the learning objectives that a new employee actually needed to meet
• Stripping out what was format-dependent rather than content-essential
• Sequencing the remaining content in a way that built understanding progressively
• Building assessment moments into the module to confirm comprehension rather than just exposure
What This Work Demonstrates
This project required the ability to take knowledge that exists in fragmented, inaccessible, or format-dependent forms and make it work as a coherent, navigable system.
This is a different challenge from writing, editing, or auditing content. It requires understanding how people access and use information, how organizational knowledge becomes institutional knowledge, and how the structure of a learning experience shapes what a learner can actually do at the end. The process mapping work added a third dimension: not just what the organization knew, but how it moved—where work traveled, where it stalled, and how to make the flow visible to the people inside it.
The instructional design background and the information architecture thinking that inform this work are the same capabilities that underlie the Content Structure & Learning Design service applied here in a regulated healthcare environment with real organizational stakes.
For clients whose content exists but doesn’t function as a system—where information is siloed, onboarding is inconsistent, and patient education exists in pieces that don’t connect—this engagement illustrates what it looks like when that problem is solved.
For additional published work across women’s health, behavioral health, dental and oral health, dermatology, plastic surgery, aesthetic medicine, surgical education, and preventive care, view my Clippings portfolio.