Title: Strategic Anticipation: HLTH 2025 Integrated Campaign
Role: Senior Copywriter (via Assembly Media)
The Challenge To build a comprehensive social and panel strategy for Merck’s high-profile participation in the HLTH 2025 conference.
The Strategy I developed a full-funnel content plan that included the lead-up to the event, real-time panel coverage, and post-conference wrap-ups.
- Regulatory Navigation: Drafted clinical and corporate content with the understanding that every post required a rigorous MLR (Medical/Legal/Regulatory) feedback loop.
- Panel Integration: Created social narratives that amplified Merck’s thought leadership on key healthcare panels, ensuring a cohesive voice across physical and digital platforms.
The Result Although the client ultimately pivoted away from the event, the developed framework stood as a model for integrated, compliance-heavy event strategy.