7 questions your next Senior Copywriter can help you answer.
Making science accessible means helping people see where it fits in their lives.
As Elysium expands its products and moves into personalized longevity care, the questions get more personal: What does this do? Why this one? And what makes it right for me?
I’m Cliff McCloe, and I’d love to help answer them. For 15+ years, I’ve worked with experts and creative teams to make complicated things easier to understand. That includes healthcare work for patients and professionals, from blood cancer testing to AI-supported ultrasound. Elysium’s emphasis on scientific rigor and open collaboration feels familiar. The best explanations I’ve worked on came from asking good questions, listening closely, and knowing when to go back to the experts.
Here are six places to start ↓How can we make longevity science understandable without losing what makes it credible?
The Leukemia & Lymphoma Society | Patient testing video series
Elysium’s science gives people a lot to learn. I draw on the science of explanation to make that learning easier: start with the audience’s questions, introduce ideas in a useful order, and pair words with visuals that help the explanation along. For The Leukemia & Lymphoma Society, I helped turn complex blood cancer testing into nearly two dozen videos, using patient research to shape the content strategy. The series has been streamed more than 600,000 times.
See the work ↗
How can we show what makes an Elysium product different—and why it matters?
EchoNous | KOSMOS UP ultrasound education platform
With more products to choose from, Elysium’s customers need to understand the value behind the formulation. A list of ingredients can only tell them so much. For EchoNous, I helped explain its ultrasound education platform through a “Tale of Two” approach: teaching with KOSMOS UP and teaching without it. The contrast gave the features a purpose and educators a clear reason to care.
See the work ↗
How can customer interviews reveal the human stories behind healthy aging?
Three Keys to Creating a Heartfelt Testimonial | Interviews and storytelling
Elysium’s customer stories can help people connect the science to a life they recognize. Getting there takes listening, thoughtful questions, and room for people to sound like themselves. My three keys to heartfelt testimonials are to take the audience on a journey, embrace humanity, and adapt when things don’t go as planned. This page shows those principles at work through patient stories, a Philips Healthcare video, and interviews that took an unexpected turn during the pandemic.
See the approach and examples ↗
How can Elysium keep a recognizable voice as its offerings grow?
Splunk | Employer brand and careers experience
Elysium’s voice needs to feel familiar whether someone is reading a science article, comparing products, or opening an email. For Splunk, I helped define employer-brand positioning, the employee value proposition, messaging hierarchy, tone, and voice. I then helped carry that foundation across the careers site and candidate communications. The voice had to work on the page, not just in the guidelines.
See the work ↗
How can landing pages and emails turn interest in longevity into a clear next step?
Nintex | LEAP conference landing page and emails
Someone can be interested in longevity science and still have questions about what to do next. For Nintex’s LEAP conference, I helped organize a landing page around a clear goal: getting prospective customers to book a conversation with the sales team. A supporting email series used conversation starters, testimonials, and locally relevant messaging to give readers reasons to take that step.
See the work ↗
How can one longevity brand speak to people with different reasons to care?
World Vision | Audience-focused fundraising campaigns
A person exploring brain health may arrive with different questions from someone looking for menopause support. They’re interested in the same science, but for different reasons. For World Vision, audience research revealed different motivations within its sponsorship audience. I helped bring two distinct campaign approaches to life across video, landing pages, and digital advertising—giving each audience its own reason to connect with the same mission.
See the work ↗
Who can we trust to help answer all these questions?
I’m Cliff McCloe. I’d love to hear what’s next for Elysium—and help you tell that story.
Get me Cliff McCloe ↗