The Brief
Flatiron is a healthtech company dedicated to improving cancer treatment and advancing research. As Flatiron expanded across disease areas and customer segments, they needed to scale demand without losing relevance—testing messaging by persona, disease, and account while maintaining speed and efficiency.
Intel Gathered
Persona + Disease Segmentation
Account-Based Targeting Requirements
Creative Production Bottleneck Analysis
What Part and Sum Unlocked
🔓 Creative scale requires structure. By designing a modular narrative system that adapts across persona, disease, funnel stage, and platform, Flatiron transformed creative from a bottleneck into a performance engine.
Methods
Human-Led Creative System Design
Built a modular narrative and messaging hierarchy adaptable across personas, diseases, funnel stages, and platforms.
AI-Powered Asset Scaling
Activated a scalable creative system that generated 200+ assets from shared building blocks within one month.
Performance Measurement + Iteration
Turned creative into a learning system, reducing CPL by 76% while driving deeper penetration across priority accounts.
Learning + Tuning
Studied competitors to identify gaps in messaging, developing a perspective on clear messaging, early education, and smart execution. Designed three focused pilots to activate demand based on findings.
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