Health Central
Multi-site voice strategy + immersive health journalism
The Challenge:
HealthCentral had absorbed four niche condition websites—each with their own tone, architecture, and reader expectations. The content was medically accurate but emotionally sterile. The experience? Disjointed. The challenge: rebuild a unified voice that could flex across conditions without flattening the human behind the diagnosis.
The Approach:
I led the brand voice and editorial strategy for a full replatform. This included:
Auditing four distinct health platforms and developing a shared tone system
Creating editorial frameworks that gave patients the narrative power—not just doctors
Restructuring navigation and user flow to guide chronically ill users with clarity and care
Writing and producing an immersive, longform feature on diabetes and systemic bias—nominated for a James Beard Award
Partnering with UX, SEO, and clinical experts to maintain trust while elevating emotional engagement
Featured Content:
Deeply Rooted: A Special Report on Race and Diabetes
Menopause: Everything You Need to Know
Living With Ulcerative Colitis
Obesity: Patient First Communication
Assess Obesity Objectively, Not Judgmentally
The Result
The new platform saw measurable increases in engagement, time on site, and return visits. But more importantly, it became a place where people felt seen—not scanned. Patients called it “the first site that talks like someone who actually gets it.”