As part of creating a complete content strategy for a family of medical staffing brands, I was asked to research, write, and edit this physician's guide to medical malpractice coverage. The creative challenge was to take a highly complex, high stakes topic and simplify it for the audience without sacrificing accuracy or subject authority.

My work process included a deep gathering phase with subject matter experts from my employer's legal, risk management, executive, and brand teams. After a series of individual focus group style interviews, I transcribed all the source material and compared it with survey data collected from hundreds of healthcare providers.

This sorting process helped me to come up with the flow of the finished document and set priorities for the right tone, voice, and level of detail. The resulting outline and storyboard helped my counterparts on the creative team come up with a visual concept and layout features that delivered the best user experience online and in print.

This document is in wide circulation now, and supports a complete menu of atomized content including related blog posts, videos, web banners, and social media placement.

Sample image from interactive web summary

Sample image from PDF medical malpractice guide - SEE IT HERE