Gali Health
A San Francisco-based B2C health technology and precision medicine company developing AI-based personalized medicine solutions for people with chronic conditions and a “Healthomes” platform for diagnostic and therapeutic discovery based on the analysis of population-level health, lifestyle, and genomic information.
Context and project goals
Create a community of patients with inflammatory bowel disease
Drive Gali app installs, insight contributions, and digital health data collection
Recruit participants for precision medicine program
Partner with gastroenterologists, researchers, pharma, Crohn’s and Colitis Foundation to drive improved patient outcomes
Team and scope of work
1x Head of Content Marketing (me)
1x Social media manager
XFN Stakeholders: Founder & CEO, clinical program and content team, product team, engineering team, brand ambassadors and patient advocates
SOW: Establish and grow audience across website, social media, email, landing pages, company blog; bootstrap active and engaged in-app patient community.
Launched website, ran and optimized digital ad campaigns on Google, Apple and Facebook
Established and organically grew social media presence, waitlist and newsletter signups
Designed and executed content marketing program
Implemented a robust brand ambassador program
Worked with partner organizations on PR campaigns
Supported company's B2B marketing and fundraising efforts, established thought leadership
Website Product Comms App Store Digital Ads Owned/Earned Media E-mail Social Media Medium Influencers Content Marketing
The Website
Gali Health Website
Wireframe, write copy and work with developers to launch multiple pages, including the Home, Product, Precision Medicine, About Us, News, Help Center, Insights, Community, and Ambassador landing pages.
IBD Footprints Program Landing Page
Wireframe, write copy, and work with developers to launch a landing page for recruiting IBD patient participants for the company’s genomic and microbiome sequencing research program.
The Product Comms
Product Landing Page
Write the copy, create images, wireframe, and launch a landing page that describes the Gali mobile app in detail and is used as a destination for paid media campaigns.
Product Video
An animated product video that outlines current market trends, existing challenges, and the Gali Health solution by focusing on the experience of a prototypical IBD patient named Josh.
The App Store Landing Pages
iOS
Storyboard, write copy, and create visuals for the Gali app’s landing page on the Apple App Store, featuring app previews, description, and reviews.
Android
The landing page for the Gali Health application in the Google Play Store.
The Digital Ad Campaigns
Social, Google, Apple Ad Collage
Copy-write, source visuals, launch and optimize Facebook/Instagram, Google, and Apple App Store app install ad campaigns.
Gali Video Ad
Write the scripts and work with animators to create video ads that highlight specific features of the Gali app.
The Owned/Earned Media
The Press Release
Distribute press releases to the Healthcare and Technology corridors of BusinessWire, such as one announcing the public launch of the Gali mobile app.
The Unsolicited Article
An article about the Gali app published on the IBD News Today website based on the Gali app launch press release.
The E-mail Marketing
The Corporate Newsletter
Create a regular newsletter program by writing, designing, coding and using MailChimp to send out a quarterly newsletter, as well as weekly insight digests, to all Gali subscribers.
CCF Newsletter
Form partnerships with relevant organizations, such as the Greater LA Chapter of the Crohn’s and Colitis Foundation, to promote the Gali app to their audiences.
The Social Media Channels
Launch the company’s Instagram page and organically grow it to thousands of followers by updating it multiple times daily through a social media editorial calendar and influencer collaboration.
YouTube
Launch the company’s YouTube channel and populate it with original video content such as product videos, YouTube shows, LiveChat recordings, etc., generating over 61,000 views.
The Medium Blog
“How I Met Gali”
Ghost-write entries for the company’s Medium blog, including the brand narrative and backstory.
“AI Minds and Human Bodies”
Create corporate thought leadership pieces that lay the groundwork for the company’s vision, including one on how Gali Health believes AI can help patient communities tackle chronic diseases.
The Influencer Marketing
Gali Health Ambassador Program
Conceptualize a brand ambassador program and recruit influential IBD patient advocates with sizable social media followings to help design the app and spread awareness of Gali.
Influencer Marketing
Collaborate with social media influencers by co-creating, co-branding and co-distributing helpful and entertaining content, such as the CHRONIC podcast by Luke Escombe.
The Content Marketing
Healthcare Market Trends Infographic
Create a robust content marketing program by producing a variety of high-value editorial pieces, such as market infographics.
Gali’s 11 Tips for Surviving COVID Listicle
Crowdsource knowledge to create editorially valuable content with a halo effect on the brand.
Video Q&A with Robert Lerrigo, MD
Leverage influencer and industry partnerships to create high-value editorial video content that reflects the brand’s mission and drives app downloads.
Outcomes
Audience
40K app installs
14K active Gali app users
6K monthly unique website visitors
92K monthly app store landing page views
17K newsletter subscribers
4K social media followers
Business Impact
Average CPA of $10 per activated user
Hundreds of participants enrolled in IBD Footprints program, more waitlisted
Partnerships with UCSF, Stanford, Crohn's and Colitis Foundation, Takeda Pharmaceuticals
Acquisition
Community Impact
Thousands of insights shared
Dozens on patient advocates engaged in content creation efforts
Millions of digital, microbiome and genetic data points collected for research