IDEOM

Patient + Research Story Telling and Advocacy

LinkedIn Content Development:

  • Built and managed IDEOM's LinkedIn presence for a mixed professional audience, physician-scientists, FDA, pharma, and dermatologists, translating workgroup research and consensus-measure updates into accessible, credibility-building content

  • Created promotional materials and managed agreement contracts for IDEOM’s DermSat-7 and MSKQ tools for clinician and researcher use

  • Authored monthly performance reports for the board, turning raw engagement data into strategic recommendations that shaped content direction quarter over quarter

  • Identified content pipeline gaps and proposed activating fellows to source research and workgroup updates, addressing LinkedIn's biggest structural weakness with no added headcount

  • Recommended and helped launch a companion "Research Voices" content track to give LinkedIn's professional audience the same narrative depth patients were getting through Patient Voices on Instagram

Results: Grew LinkedIn followers to 426, up 98% in one year, with organic impressions running as much as 229% above benchmarks

Instagram Content Strategy (Patient Voices Focused)

  • Built out Patient Voices, IDEOM's flagship storytelling initiative spotlighting Patient Research Partners (PRPs), partnering with board members to produce video-driven advocacy content

  • Led production and messaging strategy for patient narrative content, translating raw interview footage into platform-specific storytelling that connected lived patient experience to IDEOM's policy and outcomes-measure mission

  • Centered content around authentic PRP voices through profile collaborations rather than organizational announcements, based on consistent data showing human-led storytelling outperforms promotional content

  • Built an ongoing PRP outreach and collaboration pipeline, working to expand advocacy representation beyond a single workgroup (HS) toward broader participation across Psoriasis, Vitiligo, and other IDEOM Work Group communities.

Results: Launched their Instagram channel this year and continue to outperform month over month, with views up to 4,198 and interactions up to 254, powered almost entirely by Patient Voices content.