EDvestinU – Student Loan Refinancing
EDvestinU was struggling to convince recent graduates to refinance their student loans, because their audience didn’t understand refinancing well enough to commit. So I pitched then wrote a two-pronged campaign: one that educated first (with the video above), then retargeted to convert.
TriMetis – Automated Tissue Analysis
For the past 100 years, pathologists have had to rely on their eyes and guesswork to analyze tissue samples. But TCAP, from TriMetis, changes that, automating everything with unmatched accuracy. The challenge? I needed to convey the value, efficiency, and accuracy of this product to labs without insulting their pathologists or making them fear for their job security.
Michael Bjork Writes 