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Digital Creative & Content Lead


After a successful launch of the new Centrella Smart Bed, Hillrom needed to bring the focus back to a critical pain point for caregivers - patient deterioration. By transitioning from bed tech to med tech, Hillrom's smart connected products became perfectly positioned to solve for patient deterioration by utilizing a technology named contact-free continuous monitoring (CFCM). 


We went to work laying the strategic foundation for this campaign by pulling all CRM data from the Centrella launch, and segmenting into different personas. With the support from a third party agency, we began building the digital pathways for the user journeys. The first path was based on upgrades to CFCM tech from current Centrella customers, while the second path was designed for net new customers. I designed the content funnel to carry both users through the two separate journeys based on the two paths. Two different tracks each contained social media ads, retargeting funnel ads, landing pages that contained videos and interactive digital experiences. 


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