TIMELYCARE
As a Media Production Manager and former Product Content Specialist and Marketing Specialist at TimelyCare, I was able to take innovative thinking to another level. TimelyCare is a virtual health & well-being company providing telehealth, peer-to-peer and self-guided services to exclusively higher education institutions. At the end of 2020, TimelyCare established their new app and student-facing brand, moving away from a third party app. I had the unique opportunity to help build the brand's digital presence from the ground up which included strategizing a digital expansion across 3 main social media channels, managing the creation of branded media spots, paid media campaigns, developing a new landing page and establishing a full new marketing toolkit to provide to 200+ clients.
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Moving forward with a new product meant new product offerings. I had positioned myself well enough as a health and well-being content creator and created the opportunity for self-guided resources to be embedded in the app as its own feature. In this new position as a Product Content Specialist, whose responsibilities naturally progressed me into becoming the Media Production Manager on our Product team. I became the strategist and creator of the low cost digital self-care feature and the co-lead of omnichannel communications and product analytics. The content objective was to motivate healthy habits in college students surrounding topics relevant to their experiences like stress, breakups, eating on campus and sleep along with a suite of resources for clinical diagnoses like anxiety and depression. Again, I had the opportunity build a process from the inception of the feature. The process includes aggregating in-house product data, industry data, user testing feedback, and clinical research to decide what to concept and execute for delivery and measurement of self-guided features. I also lead push notifications, email comms, in-app modals via Gainsight and Pendo, and helped manage the data transition from Gainsight to Pendo. ​
DIGITAL SELF-CARE & PRODUCT ANALYTICS
I was instrumental in setting up our Product Analytics on Pendo and creating regular user reports on the features within the member app. From there, I worked with leadership to prioritize our roadmap to reflect the user feedback, market research and general product performance. I worked on strategic experiments with our Senior Product Manager to adjust the UX and validate solutions in order to drive down costs and drive up engagement with lower cost features.
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I led the self-care content process with cross-departmental collaboration with the Care Team and Marketing Team to ensure self-care content was being communicated in the right way while being clinically valid and safe for user to access on their own.
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The unique value this feature had in comparison to other similar features in the industry was it's basis and foundation in putting the user first. I was able to use real-time user testing and user feedback to ensure content felt easy to understand and engage with, and continued gathering user intel to iterate on the feature and the functionality of journeys in general.
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I also worked closely with other PMs on the team to make sure both backend platforms we use to upload as well as the member web and mobile platforms were working correctly. I helped with efforts in fixing defects and progressing towards enhancements on this feature.
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I built a social media presence and strategy for TimelyCare on Instagram, Twitter, and TikTok from scratch. Our main objectives were to build a community of students, equip them with health literacy for life, and drive registration and utilization. I wrote social copy, delivered to designers, and created an approval process to make sure we were putting out the best possible content for our students to engage with.
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I effectively assisted int the creation of the brand's voice on social and am incredibly proud of the work my team does.
HEALTH & WELL-BEING CONTENT
I worked with our Health Literacy lead to decide what topics were most relevant and important for students to learn about to enhance their well-being and direct them to the TimelyCare app for assistance. Here's are examples of social assets we created as a result of our content planning.
MARKETING TOOLKIT
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I created a full marketing toolkit for new client launches with updated branding and language for the new app. We provided social posts describing basic product offerings along with social copy, flyers, posters, demo videos, email templates, press releases, and created UTM codes to track all assets through a simple data stream.
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LANDING PAGES
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I coordinated with web developers and graphic designers along with the creative and marketing teams to make a shift from a less interactive and eye-catching landing page to something that students could really understand and relate to.
We were able to complete the project in a 2 month sprint.
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PRODUCT COMMS AND ANALYTICS
Created product marketing communications to convey a transition from third-party application to in-house application to 80+schools through social posts, social copy, flyers, posters, stickers, pop up banners, and email templates. I also produced the TimelyCare app demo video that was distributed to all schools with motion graphics, branded video editing, and scripted voiceovers.
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I went over these assets' performance in biweekly meetings. I pull data from both Google Analytics and HotJar, cleanse it, and put it together in slide decks that the team can refer back to. This helps us keep track of students who need to register on the new application and the Marketing team can make informed strategic decisions on what to do next to drive brand awareness.