Branding · Campaigns
Built a Timeless Campaign
Client — BeatO — a top 100 health-tech startup in chronic healthcare
Role — Content Strategist and Copywriter
Joining BeatO
Joined BeatO as Content Strategist and Copywriter during COVID, working remotely. Started by auditing the social channels. Every post on Instagram and LinkedIn was selling. Glucometers, diabetes friendly snacks, product launches. Just ads, no strategy. I rewrote the plan. Instagram would tell inspiring stories of people with diabetes. LinkedIn would build credibility for talent and investors.
My Job
Managed a team of 3 designers and 1 writer. Together we built and ran monthly content calendars across Instagram, LinkedIn, Facebook, YouTube, and Twitter. Briefed the PR agency and reviewed their press releases. Personally wrote brand identity, website and app copy, e-commerce product listings, mobile notifications, SMS, in-app banners, newspaper ads, YouTube ads, and internal comms. Every piece had to walk one line. Credible without sounding clinical. Empathetic without sounding fearful. I worked with doctors on medical accuracy, product teams on user flows, marketers on tone. No fear selling. No sanitised jargon. Language a friend would use.
Building BeatO Unbeatables
I was calling BeatO users to understand how they felt about the product. By call one or two, I noticed something else. They had stories to tell. So I interviewed them. Wrote each journey as a magazine style Instagram post. Every post ended with proof. HbA1c before BeatO, and now. Real people. Real problems. Real heroes. Unbeatable in the face of adversity. I called the format BeatO Unbeatables. Instagram broke its plateau. <1K to 10K under me. Today it's 27K+. The format worked so well we adapted it everywhere. LinkedIn posts. Blog articles. Now it's a video series. Unbeatables also became a central piece of BeatO's investor pitch deck. Five years after I built the format, it's still running. Dozens of stories published.
LinkedIn, Facebook, Twitter, Chatbot
LinkedIn. BeatO Blackboard. Our team was stacked. CXOs from top MBA and engineering colleges, with strong work experience behind them. Blackboard was their thinking on the business topics they knew best. A signal to talent and to seed funders that we had the best of the best. Facebook. Community building with doctors. Hosted free Zoom Q&As with our experts for anyone following the page. A place to turn when doctors weren't reachable during COVID. Twitter. Instant updates, viewpoints on COVID, doctor advisories. The news channel. The Chatbot. Wrote conversation flows for BeatO's health chatbot. This was before ChatGPT. Basic diagnostics, quick suggestions, routed to a doctor if needed.
What I'm Proudest Of
The community proved one idea. Fitness is a choice. Not age, not diagnosis, not circumstance. And earning the trust of the people I wrote about, sensitive stories told with care. Almost every family thanked me after their story went out.
The film
Watch
BeatO Unbeatables — Mr. Nagale (Video by BeatO)