Coulson Duerksen

Digital Health Strategist, Growth-Focused Marketer, Copywriter

United States

WHO AM I?

I’m a B2B and DTC health and wellness marketing leader with 15+ years of experience launching and promoting health and wellness products, services and solutions.

I blend strategy and storytelling to build brands, generate leads, improve engagement, and drive growth across channels and platforms.

WHO I WORK WITH

✅ Health & wellness brands (DTC + B2B).

✅ Digital health platforms, supplement and hormone optimization brands, telehealth companies.

✅ NYT-bestselling health influencers and transformational leaders.

✅ Media brands and digital agencies.

✅ Health plans, hospital systems, and nonprofits.

If you want a strategic digital health and marketing leader who understands the why, not just the what...

LET’S CONNECT
📧 coulson.duerksen@gmail.com

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Portfolio

♟️ Strategy

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.

Product Marketing Strategy | 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.

Messaging Framework
Menopause Moment Video Series

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.

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.

Substack Content and Growth Strategy
True North MD

Launched and grew Dr. Christiane Northrup’s Substack as a new owned-media platform, developing the strategy for both free and paid content and integrating video, audio, and community features to expand reach and revenue. The initiative replaced declining third-party revenue channels with a sustainable, direct-to-audience subscription model that deepened engagement and monetized loyalty.

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.

Provider Education 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
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.

Digital Weight Loss Platform Strategy
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.

Digital Inclusion Website Strategy
TheBeehive.org

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.

Brand and Content Strategy
Lifecare.com (acquired by Care.com)

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.

🎯 Direct Response Marketing

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-to-Landing Page Funnel for Premium Health Technology Product
Centropix Kloud Campaign

Email-driven campaign directing subscribers to a branded landing page with educational video content. Email translated complex health technology (PEMF and proprietary PEMA) into emotionally-resonant messaging for consumer audience. Achieved 25% open rate and 9% CTR. Landing page with video designed to build trust and convert a premium health technology purchase.

Email Engagement & Win-Back | 21.9 % Conversion
Dodging Energy Vampires 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 email and 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 (cold traffic). ✅ Optimized page and copy for emotional resonance and high opt-in rates.

Partner-Driven Acquisition 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.

Webinar Sales Funnel | 9% Conversion
Nutritional Supplement Promotion

Goal:To drive product awareness and sales for Cardio Miracle. Developed 3-email funnel promoting free webinar featuring top health experts. Webinar included strategic upsell to purchase Cardio Miracle with discount code. 4th email offered replay extending offer. Results: ✅ Open rates: 39.6%–42% ✅ Click-through rate: 20% ✅ Conversion rate: 9% of attendees purchased. ✅ Key Insight: Educational webinars featuring credible experts build trust and drive sales for supplement brands.

Offer Series: 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.

Acquisition Funnel | eBook
7 Building Blocks of Health

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 Marketing

Affiliate Promotion | Nutritional Supplement
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.

Affiliate Promotion: Nutritional Supplement
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 Promotion: Nutritional Supplement
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.

Welcome + Offer Email: Food
Fresh Pressed Olive Oil Club

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 Promotion: Digital Health Summit
Goodness Lover Gut Reset Program

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 Promotion: Online Course
Healing Kitchen Docuseries

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.

A/B Test: Nutraceutical
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.

Win Back Email: 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.

Partner Promotion: 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 Promotion: CPG
Time Sensitive. This is going like hot cakes!

Wrote affiliate campaign emails promoting Truly Free Home natural 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 Generation | 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 | 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.

📽️ Video Content and Ad Copy

Short-Form Series | Weekly Video Content
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.

Meta / Insta Video Ads
Menopause Course Promotion Strategy

Designed and created a 4-part expert-driven video ad series promoting Dr. Northrup’s hormone health course resulting in 1.86% conversion. Each short-form script addressed a specific pain point—weight gain, fatigue, hot flashes, and brain fog and used empathetic storytelling, education, and credibility to drive purchases. The scripts were designed for Meta and Instagram placements, with strong hooks, conversion-focused CTAs, and platform-native tone. 🎯 Approach: Hook-first storytelling, open...

Paid Social Video Ads | UGC-Style Reels & Meta Ads
Wellness & Longevity Expert Campaign Strategy

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...

Long-Form Educational Content | Video Script
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 Content | Video Script
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 Content | Video Script
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.

🖥️ Landing Pages

Sales Page | Branded Landing Page
Cardio Miracle Nitric Oxide Supplement

Developed a high-converting landing page and funnel introducing Cardio Miracle, a nitric-oxide–boosting supplement supporting heart and hormonal health. Led creative direction, copy, and funnel strategy—translating complex science into relatable, compliant storytelling that fit Dr. Northrup’s trusted voice. The campaign achieved an 18.7% conversion rate, 4.2× ROI within 45 days, and a 40% lift in AOV through bundle and continuity offers.

Branded Landing Page for Educational Conversion
Dr. Christiane Northrup Interview Dr. Jeff Wulfman

Email-driven campaign directing subscribers to a branded landing page with educational video content. eMail achieved 25% open rate and 9% CTR. Landing page is designed to build trust and convert a premium health technology purchase.

Lead Magnet | Masterclass Opt-In Page
How to Have Healthy Breasts for Life Masterclass

One of Dr. Northrup’s highest-performing landing pages, generating nearly 4,000 new subscribers through a masterclass funnel. Copy positioned breast health as empowerment rather than fear—inviting women to “take ownership of their bodies, not fear them.” Integrated video masterclass replay and lead magnet to drive deeper engagement and course upsells. Originally automated AC flow nurtured leads into Dr. Northrup’s Hormone Reset course now used for continued acquisition and cross-promotion....

Partner Campaign | Opt-in Landing Page with Free Gift
Conquering Fatigue at Midlife

Free gift offered to Jason' Prall's audience as part of Summit partnership funnel to generate leads for Dr. Northrup. Optimized hero section and CTA to align with Summit messaging and maximize engagement. Used fatigue as a relatable entry point into the broader hormone-energy-sleep connection.

Lead Magnet | Opt-In Landing Page | Menopause
Should You Try Herbs to Support the Change?

Created to convert cold traffic. Focused around Dr. Northrup’s information on menopause and herbal medicine, positioning her as a trusted voice for natural transitions. Copy combines scientific authority with relatable, empowering language to demystify herbs for hormonal balance. Integrated with AC email sequence delivering educational content and subscriptions. Visual design aligned with “Conquering Fatigue” and “5-Step Detox Plan” funnels to strengthen brand continuity across midlife health...

Lead Magnet | Free Health Guide
Dr. Northrup's 7 Building Blocks of Health

Originally developed for Dr. Jack Wolfson’s audience, this foundational lifestyle guide emphasizes Dr. Northrup's core health pillars—nutrition, movement, mindset, and connection. Target: women 40+, emphasizing self-trust, resilience, and body awareness rather than strict “rules.” Integrated with AC for a 7-day email series introducing each health “building block,” with CTAs to deeper resources and paid programs. Example of content repurposing for acquisition use and cross-brand...

Lead Magnet | Free Healthy Detox Guide
5 Step Detox Plan

Created as an evergreen entry-point offer for cold traffic interested in gentle detoxification, hormone reset, and energy improvement. Copy emphasizes simplicity (“5 steps”) and empowerment over restriction, aligned with Dr. Northrup’s brand voice and holistic approach. Integrated with AC automation triggering a 5-day nurture email sequence that educates, builds trust, and promotes related hormone-balancing content and supplements. Consistent visual branding with the“Conquering Fatigue at...