Carotid Artery Interventions Book Design and Editing (and communications strategy)
"Carotid Artery Interventions" is a 214-page hard-bound book designed for CME credit for surgeons. I designed this book (cover and interior), managed the printing process in Hong Kong, and executed both copy and line editing for the SME. Additionally, I developed a comprehensive marketing and media plan for the book, which included medical journal print and online ads, event banners and signage, direct-mail postcards, and direct pitches to medical press.
Front and back cover
Chapter section design
The project involved close collaboration with the lead medical SME. Our team also included a medical illustrator responsible for all anatomical illustrations, while various doctors provided photographic images. I performed production and color work on all these images.
To ensure the signature red color was correct, I worked with the printer in Hong Kong, ordering several drawdowns until we achieved the perfect ink mix the doctors wanted. Standard bluelines and color proofs were used to guarantee high-quality printing for both the hardcover and the interior signatures.
Harvard PSOS CME Course
This three-day CME surgeon's course, "Patient Safety in Obesity Surgery," was hosted in partnership with Harvard Medical School at their teaching hospital, Beth Israel Deaconess Center in Boston.
I collaborated with Harvard Medical School's PR office to develop promotional and event materials, encompassing advertising, postcards, a brochure, event signage, and a prospectus for sponsors. Additionally, I worked closely with the primary medical subject matter expert (SME) to produce a comprehensive syllabus for attendees.
Course topics included: surgeon credentialing and training, epidemiology, medical and surgical treatment, bariatric programs, instrumentation and equipment, challenges to patient safety, patient selection, surgical outcomes, legal and legislative issues, role of the media, and controversies.
Endovascular Summit
For this project co-sponsored with The Texas Heart Institute, I developed both educational and marketing materials for the annual Endovascular Summit, a two-day conference held in Jackson Hole, Wyoming for surgeons to receive their CME credits. I coordinated closely with the primary SME to ensure accuracy and relevance. The promotional aspects included print and online advertising, postcards, signage, banners, a brochure, and a sponsor prospectus. The educational materials comprised the syllabus for attendees. Additionally, I managed media relations, developing a comprehensive media kit for both online and offline medical press pitches.
Renaissance Summit
This program targeted cardiothoracic and vascular surgeons for CME credit, focusing on acquiring catheter skills for developing advanced endovascular practices. Held in New Orleans, it was part of "New Cardiovascular Horizons," the premier multidisciplinary cardiovascular conference in North America.
I developed marketing and event materials, including flyers, postcards, brochures, online and print advertising, event signage, and a sponsor prospectus. Additionally, I worked with a national medical illustrator for the anatomical illustrations. I developed the brand identity work.
Ciné-Med: Minimally Invasive Surgery Summit
This five-day CME conference held in Steamboat Springs, Colorado, centered on GERD and esophageal-related topics. The event featured presentations by a distinguished faculty, offering flexibility for attendees to select sessions aligned with their interests and specialties. Participants included general and thoracic surgeons, enterogastrologists, nurses, allied health professionals, and nursing students.
Topics were presented in five areas including GERD, VATS, Hernia, Bariatrics, Nursing and Allied Health. In the Bariatrics session, attendees were able to present challenging cases to the panel.
I was responsible for designing and editing a comprehensive range of promotional, event, and educational materials. This included advertising campaigns, save-the-date postcards, brochures, event signage and banners, and a sponsor prospectus. Additionally, I collaborated with the primary SME to develop the syllabus tailored to the needs of conference attendees.
