Challenge #1 was that I had to learn about interventional cardiology in ten days. I graduated with a BA in English with a concentration in creative writing and a computer science minor. So, yeah, that was interesting. But when you get genuinely curious about something and have a knack for explaining complex things simply and are able to balance panic, terror and confidence things generally turn out OK. Usually. 

Challenge #2 was that we had different audiences to connect with, which required different messaging obviously. So we needed strong, unique campaigns with strong branding that built on each other and leveraged different channels to reach different audiences.

Take a look to see how we did.