Coulson Duerksen

♟️ Strategy: Digital Health Products, GTM and Branding

Brand Repositioning and Growth Strategy

The Original Menopause Doctor™

Challenge: Rebrand a legacy menopause influencer to resonate with a younger, more digitally native audience while maintaining trust with her loyal Boomer and Gen X followers. The Goal: ✅ modernize her brand voice, ✅ position her as *the* authority in a crowded women’s health space and ✅ drive engagement across platforms to increase sales of eCourses, products and supplements.

Content-Driven Diabetes Behavior Change Solution

dLife + GE Healthcare

Developed concept and storytelling framework integrating dLife’s consumer engagement model into GE Care Innovations’ chronic care platform. ✅ Led creative direction, content structure, and messaging addressing GE’s $300M+ diabetes care costs. ✅ Delivered 16-week personalized employee engagement program with projected $23M in treatment savings and 23:1 ROI. ✅ Demonstrates expertise content-driven healthcare solutions, executive storytelling, and population health strategy.

Telehealth Launch Strategy

Menopause Telehealth Brand

Led strategy for the launch of new menopause telehealth brand. ✅ Built full-funnel journey from awareness to retention, including landing pages, email sequences, influencer campaigns, and A/B testing.

Patient Support Website

Go2 for Lung Cancer Patients Portal Launch

Led brand and content strategy and developed user experience for redesign of Go2 For Lung Cancer (non-profit). The Goal: To better serve patients, caregivers, and healthcare professionals affected by lung cancer. ✅ Developed sitemap, messaging hierarchy, and patient-first navigation. ✅ Collaborated with UX/UI team to streamline access to clinical resources, survivor stories, and support tools. ✅ Resulted in improved engagement across donation, advocacy, and education pathways.

Provider Education and Support Platform Strategy

Go2 Healthcare Provider Portal Launch

Directed the redesign and relaunch of Go2 provider portal to support oncology professionals with access to clinical trials, guidelines, and patient care tools. ✅ Developed UX copy, content flow, and resource hub architecture. ✅ Created onboarding, outreach, and portal walkthrough content. ✅ Strengthened value proposition to clinical stakeholders and research partners.

Patient Portal Strategy

American College of Cardiology

ACC.org had become difficult for clinicians to navigate, with patient content buried within a complex member portal. Led the strategy to redesign the clinician portal for usability and proposed a separate patient-facing site, CardioSmart.org, to house consumer education. Results: ✅ Improved clinician access to tools, journals, and CME; ✅ launched CardioSmart.org as a trusted destination for patient and caregiver education in cardiovascular health.

A/B Test: Email Campaign & Landing Page

NutraMedix Stevia Promotion Strategy

Developed and wrote a high-converting email campaign and landing page for supplement brand. Strategy included a short-form sales page, list segmentation plan, and 3-part email sequence targeting fatigue and cognitive decline in midlife audiences. ✅ Strategic messaging aligned with direct-to-consumer goals. ✅ Copy emphasized bioenergetics and herbal science. ✅ Campaign structured for integration with affiliate and organic email lists.

TheBeehive.Org

Digital Inclusion Website Strategy | Redesign (non-profit)

Led rebrand and site relaunch for the Beehive.org, a large-scale digital inclusion initiative. ✅ Created accessible, culturally relevant health content with a focus on diabetes, preventive care, and health navigation for underserved and low-literacy audiences. ✅ Translated (English/Spanish) materials addressing literacy issues. ✅ Site became a cornerstone of health education efforts supported by philanthropic funding.

Lifecare.com (acquired by Care.com)

Brand and Content Strategy

Led brand strategy for digital caregiving and employee benefits platform serving Fortune 500 companies. Spearheaded positioning, messaging, and content development to supported growth and visibility, contributing to the company’s acquisition by Care.com. ✅ Refreshed brand voice and messaging for employer + caregiver audiences. ✅ Developed high-trust content assets supporting sales and partner outreach. ✅ Collaborated with executives on marketing materials to improve valuation.

Digital Weight Loss Solutions

Eisai Inc. and Janssen Pharmaceuticals

Led the creation of a fully integrated digital programs for diabetes and weight management for pharmaceutical clients Eisai, Inc. and Janssen (J&J). ✅ Designed patient-centered experience aligned with lifestyle and clinical goals. ✅ Created monetization and pharma sponsorship strategy. ✅ Built out email, editorial, social, and call center content pathways. ✅ Resulted in turnkey digital solution rolled out to employers, payers, HCPs and health plans.

🎯 Content Marketing -- Acquisition, Retention, Win-Back

Lead Gen Funnel Strategy | 24% Conversion

Should You Try Herbs to Support 'The Change?'

Full-funnel campaign strategy and execution for a menopause-support lead magnet. I developed the landing page, social/email drivers, and a 3-part nurture sequence. ✅ A/B tested CTA structure. ✅ 24% conversion on opt-in. ✅ Used in organic, paid, and affiliate channels.

Email Win-Back + Lead Gen Funnel | 21.9 % Conversion

Free Audio Download

Created and executed a multi-purpose campaign using a free audio download to re-engage inactive subscribers and capture new leads. ✅ Developed re-engagement strategy, wrote the landing page copy, and designed the campaign to resonate with emotionally burned-out midlife women. ✅ Segmented inactive list for reactivation. ✅ Repurposed campaign for ongoing lead capture. ✅ Optimized page and copy for emotional resonance and high opt-in rates.

Affiliate Funnel | 29% Conversion

Conquering Fatigue at Midlife

Created an opt-in campaign offered through affiliate partners to attract new subscribers. Designed landing page, wrote all promotional copy, and developed email capture and conversion flow. ✅ Strong performance in both cold and partner traffic. ✅ Custom swipe copy and kits for affiliates. ✅ Conversion-focused yet deeply supportive in tone.

Nutritional Supplement Promotion

Cardio Miracle Webinar and Funnel

Goal:To drive product awareness and sales for Cardio Miracle, I developed a 3-email funnel promoting a free educational webinar featuring top health influencers discussing the science of Nitric Oxide. The webinar included a strategic upsell to purchase Cardio Miracle with a special discount code. A fourth follow-up email offered a replay and extended the offer to those who missed it. Results: ✅Open rates: 39.6%–42% ✅Click-through rate: 20% ✅Conversion rate: 9%. ✅Key Insight: Educational...

eMail Campaign Flash Sale

Goddesses Never Age Online Course Promotion

Wrote a multi-part email series to support the relaunch and flash sale of Ageless Goddess eCourse, focusing on self-reinvention, energy, and vitality at midlife. The copy was designed to deepen emotional connection, spark re-engagement, and drive book sales and subscriptions. ✅ Sequenced messaging over several days to build narrative and curiosity. ✅ Aligned with expert's signature voice. ✅ Included storytelling, and inspirational formats to increase CTRs.

Lead Gen Funnel

Free eBook

Built top-of-funnel email capture strategy using an evergreen wellness eBook. Included opt-in page, cross-promotional affiliate launch, and email nurture content. Assets Produced: ✅ “7 Building Blocks of Health” eBook, Landing page, Email sequence (3-part welcome series). ✅ Positioned for broad hormonal + lifestyle appeal. ✅ Promoted via social, email, and influencer traffic. ✅ Supported product and course awareness.

📬 eMail, Copywriting & Messaging Frameworks

Email Campaign for Kloud PEMF Technology

Centropix Kloud Email Campaign

Translated complex health technology (PEMF and proprietary PEMA) into emotionally-resonant messaging for consumer audience.

Christiane Northrup, M.D.

Menopause Moment Messaging Framework

Developed a messaging framework and tagline (“Changing the Conversation Around The Change”) to reposition menopause as empowering. Translated into email, landing page, and ad copy, ensuring brand consistency across podcast, eNews, and social channels.

Affiliate Sales Email -- Berkeley Life

Best Way To Increase the Vital Nutrient

Wrote branded email copy promoting nitric oxide-boosting supplements from Berkeley Life. Framed health benefits around blood flow, energy, and aging in tone aligned with women 45+. ✅ Integrated urgency and subtle science to boost click-through.✅ Open rate exceeded campaign average.✅ Positioning reinforced Dr. Northrup’s trusted voice.

Affiliate Sales Email -- Nutramedix

Doctor Recommended for Healthy Immunity

Email copy highlighting mitochondrial function, chronic fatique, and herbal support for energy. ✅ Written for a midlife female audience blending emotional connection with concise education. ✅ Strategically timed before full funnel launch. ✅ Reinforced educational authority and solution-forward CTA.

Affiliate Email | Cardio Miracle Live Webinar

Secret Fountain of Youth Discovered

Sales-driven email highlighting Cardio Miracle’s nitric oxide supplement. Emphasized blood pressure, heart health, and vitality in a high-trust tone for Dr. Northrup’s over-50 female audience. ✅ Embedded testimonials and subtle urgency. ✅ Balanced tone between peer recommendation and clinical support.

Welcome + Offer Email – Fresh Pressed Olive Oil Club

Fresh Olive Oil Promotion

Crafted a warm, sensory-driven affiliate email introducing Fresh Pressed Olive Oil Club to a health-conscious audience. Emphasized purity, taste, and farm-to-table sourcing with evocative language to create immediate interest and opt-ins. ✅ Generated 5-figure affiliate commission. ✅ One of top-performing evergreen partner promos.

Affiliate Email – Goodness Lover Gut Reset Program

Microbiome

Wrote a promotional emails for a gut health digital summit and detox cleanse program by Goodness Lover. Copy centered on empowerment, relief from digestive issues, and microbiome science. ✅ Strong click-throughs to sales page. ✅ Positioned as a solution for midlife fatigue, bloat, and immunity.

Launch Email – Healing Kitchen Recipe Series

Eat These Brain-Boosting Superfoods

Launch announcement email for Healing Kitchen, a plant-forward recipe series for hormone health. Balanced storytelling and health education with a call to explore practical, nourishing meal ideas. ✅ Warm, connection-first approach. ✅ High engagement and click-throughs from newsletter list.

Re-Engagement Email – Free Gift for Lapsed Subscribers

Create Health Through Money Wisdom

Standalone email created to re-engage inactive subscribers by offering a valuable free gift. ✅ Copy re-established trust, acknowledged the subscriber's break in engagement, and used warmth and curiosity to drive renewed interaction. ✅ Reconnected dormant list segment. ✅ Positioned the gift as personalized and time-sensitive. ✅ Open and click rates exceeded list baseline.

Sales Email – Spring Aqua Water Filtration System

Secret to Better Hydration

Promotional email introducing Spring Aqua’s home water filtration system. Messaging centered on detox, hydration, and cellular health benefits. ✅ Positioned as an empowering health investment. ✅ Strong emotional lead and education hybrid. ✅ Used testimonials and third-party credibility cues.

Affiliate Sales Emails – Truly Free Campaign

Time Sensitive. This is going like hot cakes!

Wrote affiliate campaign emails promoting Truly Free natural home products. ✅ Aligned message with brand voice, positioned product benefits, and used urgency and emotional resonance to drive conversions. ✅ Warm affiliate pitch with trusted voice. ✅ Open + click rates above list average. ✅ Included A/B test on offer framing and CTA.

✏️ Content Development

Lead Magnet | Free eBook

Should You Use Herbs To Support The Change?

Consumer-friendly eBook introducing evidence-based herbal remedies for menopause. Balanced educational tone with copy optimized to build trust and support downstream conversion. ✅ 22% conversion.

Scientific Article | Life Extension Foundation

Can Green Tea Protect Against Prostate Cancer

Research-backed long-form content written for a men’s health supplement brand. Synthesized scientific studies into accessible consumer language while maintaining accuracy and authority.

Blog Post | Scrubbing In

Use Cycle Synching to Unlock Vibrant Health

Educational blog introducing cycle syncing as a framework for hormone health. Written to support organic traffic growth and supplement email funnel engagement for hospital system telehealth platform.

Blog Post | DrNorthrup.com

7 Ways to Combat Menopausal Weight Gain

SEO blog designed to educate readers on the hormonal causes of midlife weight gain. Optimized to drive organic traffic and route readers into related lead gen offers and email nurture flows.

Lead Magnet | Free eBook

7 Building Blocks of Health Free eBook

Long-form health education asset written to reflect core functional medicine pillars. Each section was built to resonate with middle-aged women navigating hormonal changes and lifestyle concerns.

Blog Post | DrNorthrup.com

How You Could Benefit from Cannabis Use

Wellness blog written for a female audience exploring potential benefits of cannabis. Balanced tone that aligns with brand voice while addressing a culturally sensitive topic.

Blog Post | DrNorthrup.com

Surprising Way To Lower Blood Pressure

High-trust, top-of-funnel blog written to spark curiosity and educate on integrative approaches to managing blood pressure. Reinforces brand authority and supports product relevance.

Blog Post | DrNorthrup.com

Help for Aging Skin

Consumer-friendly skincare piece created to bridge wellness and beauty content. Designed to build authority, prime readers for lead magnet opt-in, and support product promotion.

📽️ Videos: Long- and Short-form and Ad Scripts

Short-Form Weekly Video Series

04/10/2025

Your Menopause Moment

Write video scripts and concieve content topics for Dr. Christiane Northrup’s weekly “Menopause Moment” series. This episode focused on midlife memory loss and was designed to drive engagement on social media and Substack. ✅ Optimized for both spoken cadence and visual hooks. ✅ Part of a larger content strategy to grow free and paid subscribers. ✅ Supports brand authority and deepens emotional resonance with 45+ female audience.

Instagram Reels / Meta Video Ad (UGC Style)

Wellness & Longevity Physician

Wrote a short-form, direct-to-camera video script promoting a free eGuide on GLP-1 medications (semaglutide). The script introduced Dr. C in a personal, trustworthy tone and addressed key concerns and questions about peptide therapies, offering value while teasing a proprietary solution. Crafted with a UGC feel to blend seamlessly into social feeds and drive opt-ins. 🎯 Approach: Conversational expert intro, curiosity-building hook, CTA for guide download 📈 Use Case: Deployed as top-of-funnel...

Meta & Instagram Video Ads (UGC Style)

Health Influencer Course Promotion

Designed and created a 4-part UGC-style video ad series promoting Dr. Northrup’s hormone health course for midlife women. Each short-form script addressed a specific pain point — weight gain, fatigue, hot flashes, and brain fog — and used empathetic storytelling, education, and expert-backed credibility to drive action. The scripts were designed for Meta and Instagram placements, with strong hooks, conversion-focused CTAs, and platform-native tone. 🎯 Approach: Hook-first storytelling, open...

Long-Form Educational Script | Dr Northrup

Your Perimenopause Transition

Develop long-form educational scripts for Dr. Northrup to educate women about the hormonal, emotional, and energetic shifts during perimenopause. Structured for video delivery with a warm, accessible tone and clear takeaways. ✅ Script tied to content funnel promoting courses, supplements, and podcast subscriptions. ✅ Balanced storytelling with clinical insight to support engagement and action. ✅ Used in email campaigns and gated content strategy.

Long-Form Educational Script | Dr. Northrup

How to Reverse Insulin Resistance at Midlife

Wrote long-form video script for Dr. Northrup educating women about the causes and solutions for insulin resistance during midlife. The script was designed to be conversational yet science-backed, and structured to support both YouTube engagement and educational email campaigns. ✅ Covered root causes, symptoms, and actionable steps. ✅ Integrated naturally with supplement promotion and lead gen. ✅ Positioned Dr. Northrup as a trusted voice in metabolic health for women 40+.

Long-Form Educational Script | Dr. Northrup

How to Keep You Pelvic Floor Healthy For Life

Developed long-form video script that educates women on maintaining pelvic floor strength and function through all life stages. The content was designed for long-tail YouTube visibility and integrated into a content series supporting her supplement and pelvic health product line. ✅ Balanced anatomy education with lifestyle guidance. ✅ Aligned with evergreen content strategy and SEO. ✅ Supported product awareness and opt-ins through embedded CTA.

Digital Health Content Strategist, Growth-Focused Marketer, Copywriter