Key highlights

• Sixteen-year embedded marketing partnership

• Supported the launch of Chloraprep, now widely used in hospitals

• Led brand, packaging, trade show, and sales systems

• Worked across marketing, regulatory, sales, and executive teams

The challenge

Medi-Flex was a growing healthcare company operating in a highly regulated environment. Bringing a new product to market required more than strong branding — it required precision, clarity, and coordination across packaging, sales materials, trade shows, and regulatory documentation.

The work needed to be persuasive, accurate, and scalable — all at once.

My role

• Served as primary marketing partner for over sixteen years

• Led brand development, packaging systems, and product launch materials

• Designed trade show environments, instructional media, and sales tools

• Contributed to regulatory submission materials supporting product approval

How it came together

We grew together. When I began working with Medi-Flex, the company was competing in a crowded commodity market for skin antiseptics — iodine, Betadyne, alcohol. The delivery system was innovative, but the category was driven by price and habit.

Then ChloraPrep changed the conversation.

Instead of competing in a pricing game, the product reframed the standard of care. Clinical results showed dramatically stronger infection prevention — including reductions in catheter-related bloodstream infections by up to 50%. What had been a commodity became a clear clinical advantage.

Our role was to translate that shift into everything the company touched: packaging, trade shows, sales materials, instructional media, and regulatory documentation. The story had to be precise, credible, and easy to understand in a high-stakes medical environment.

As adoption grew, so did the brand. What started as incremental improvement became industry change — and the marketing evolved right alongside it.