Cliff McCloe, Healthcare Writer and Strategist

The Leukemia & Lymphoma Society

• We strategized and wrote nearly two dozen videos explaining how complex blood cancer tests work.

• Highlighted strategy: We used LLS research to determine the top pain points for patients

• Videos in the series have been streamed more than 600,000 times.

RU2HOT.ORG Public Health Campaign

• The campaign targeted gay Gen X men to educate them about the temperature fluctuations they might experience in the first weeks of an HIV infection.

• Highlighted strategy: Utilize familiar AIDS quilt imagery to stress the idea: Better under a quilt than on one.

• The piece garnered a Seattle Addy Awards Gold Medal.

Raven Rock Ranch

• Create a video that would simplify the neurology behind the efficacy of equine-facilitated therapy for troubled kids

• Highlighted tactic: The “3 R’s” section gives viewers a mnemonic device to remember the essence of the explanation.

EchoNous (AI-driven Ultrasound)

• As demand for AI-driven ultrasound increased, EchoNous expanded its SaaS platform to include tools for educators.

• We used a classic “Tale of Two” format which compares life with and without KOSMOS UP.

The Seattle Cancer Care Alliance / Copacino + Fujikado Agency

• Revived a dormant, no-budget cancer-awareness platform by building trust with survivors, amplifying their stories, and inviting them to contribute personal videos.

• Turned growing participation into a community platform with user-generated stories that expanded the audience and inspired a more interactive website.
  

Calibrate

• Medical weight-loss providers needed help convincing HR/Benefits professionals to overcome their aversion to new GLP-1 advancements.

• In these drip emails, I focused on the immediate pain points: ROI, long-term effects, health ripple effects, and medical proof.

Deep Genomics (AI-driven mRNA technology)

• Few of their stakeholders and investors understood mRNA and AI technologies and how they could be used together.

• Using simple metaphors, we bridged the knowledge gap.

Eviva Medical and Surgical Weight Loss

• Eviva care providers reported that patient anxiety often kept them from going forward with their procedures.

• In these two testimonials, I tailored one for patients who experienced feelings of isolation and the other for patients who felt like they had lost control.

The Leukemia & Lymphoma Society

• The popular Co-Pay Assistance Program had high incidences of document form errors among applicants.

• We broke down every use case into a clear step-by-step story.

• Insight: 50% of Americans do not understand their insurance documents.