Sketchy

The project

My primary responsibility was to spearhead the promotion and marketing efforts for their innovative educational platform aimed at assisting medical students with their Step 1, Step 2, and after they were matched in residency.  

Tasked with reaching out to the medical student community, I led comprehensive marketing campaigns utilizing various channels such as email, digital marketing strategies, and landing page development.

I conducted extensive market research to better understand the needs and preferences of our target audience, ensuring that our marketing efforts resonated effectively, ultimately increasing conversions exponentially.  

Through strategic planning and execution, I played a pivotal role in driving awareness and use of SketchyMedical's products among medical students nationwide.

Part 1

Discover and understand users

To effectively market to the medical student community, I embarked on a thorough research journey, utilizing platforms like Reddit and Twitter to gain insights into their unique needs and preferences.

By immersing myself in their online discussions and observing their interactions, I gained valuable knowledge that informed our marketing strategies.

Here are three key points highlighting how this research process shaped our approach:

1. Deep Dive into online communities: I actively participated in discussions on Reddit and Twitter, exploring threads related to medical education, study resources, and exam preparation. This immersion allowed me to grasp the challenges, interests, and language nuances prevalent among medical students.
2. Observation of trends and preferences: By closely monitoring trending topics, popular hashtags, and community discussions, I identified recurring themes and areas of interest within the medical student community. This enabled us to tailor our marketing content to resonate with their specific needs and aspirations.
   
3. Integration of insights into marketing strategies: I collaborated with the marketing team to develop strategies that spoke directly to the concerns and aspirations of medical students.
   

Part 2

Digital marketing overhaul

I delved deep into the online realm of medical students, reshaping their digital experience. With a new tone and relatable content, I fostered a tight-knit community. Ultimately building more engagement and higher conversions.

Social media

I tapped into memes, dark humor, and puns, injecting personality into content to forge strong connections with medical students online.

Emails

The emails transitioned from short to storytelling, incorporating vibrant GIFs and exclusive product previews to enhance engagement.

Part 3

Product launches

SketchyMedical

Pathology, Internal Medicine, Surgery, Pediatrics, and Pharmacology

Process

For every Sketchy product launch, I meticulously planned strategies, developed content, managed influencer collaborations, and created marketing collateral and landing pages.

Each launch demanded thorough preparation to ensure successful introductions to internal medicine, pediatrics, surgery, and pathology.

Goal

Every product launch intended to solidify Sketchy's reputation in the medical student community, boost sales, and gather feedback for continuous improvement.

We aimed to engage our audience, increase brand awareness, and establish long-term relationships with customers, ultimately driving growth and maximizing value for our users.

Part 5

Company Launch

SketchyNursing

Pharmacology

Process

I spearheaded the launch of SketchyNursing, a new venture aimed at nursing students, by personally attending events nationwide to connect with students and professors.

Responsible for pitching the product, I crafted all marketing collateral, both digital and in-person, to effectively convey SketchyNursing's value and benefits to the target audience.

Pain Points

Launching a new company comes with its share of challenges. For me, diving into the world of nursing education was completely uncharted territory.

Conducting competitor research was essential to understand the landscape.

Additionally, navigating the complexities of targeting a new audience required careful planning and strategic thinking.

Last words

I embraced the startup environment, donning multiple hats to drive success. From producing over 400 videos to orchestrating five successful product launches, I managed all aspects of content creation. My efforts contributed to the company's exponential growth over the five-year period.