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case study two

A Magazine that Moves Culture Foward

healthcare

How a Company Magazine Became the Heartbeat of a 16,000+ Person Organization

Scaling culture, connection, and brand through award-winning internal storytelling.

overview

When you're scaling fast across 1,000+ offices, culture can easily get lost in the shuffle. PDS Health Life Magazine is a strategic tool to unify, inspire, and inform. I helped shape the magazine as more than content. It became a tool to scale culture, celebrate impact, and unify teams at a moment of major growth.

Because when everything's changing, story is what holds it together.


approach

The goal was to reflect people behind the work. I came to each interview curious. I asked thoughtful questions and listened for what made them light up.

My job wasn't to summarize their work; it was to reflect their story in a way that felt true, inspiring, and grounded in who they are–and how their stories added texture to the overall success of the company.

industry

healthcare

my role

lead copywriter

platforms

digital and print

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what we set out to build

A unifying platform for 16,000+ employees in constant motion.

A storytelling engine that celenrates success and drives connection.

A cultural artifact that rallies teams around where we're going.

challenges

Encouraging career growth in a competitive healthcare landscape.

Sustaining focus on social impact as the organization scales.

Communicating the shift from Pacific Dental Services to PDS Health and its expanded medical-dental integration goals.

process

01. editorial strategy

Aligned with Comms and PR on a voice and editorial framework that scaled with the company.

Positioned the magazine as a storytelling vehicle for mission, values, and momentum.

Built a content roadmap that connected brand evolution to cultural moments.

01. editorial strategy

Aligned with Comms and PR on a voice and editorial framework that scaled with the company.

Positioned the magazine as a storytelling vehicle for mission, values, and momentum.

Built a content roadmap that connected brand evolution to cultural moments.

01. editorial strategy

Aligned with Comms and PR on a voice and editorial framework that scaled with the company.

Positioned the magazine as a storytelling vehicle for mission, values, and momentum.

Built a content roadmap that connected brand evolution to cultural moments.

02. story development

Interviewed 20+ voices across the org–from clincicians and C-suite to regional leaders and frontline teams.

Wrote features that tied indivdual impact to enterprise goals.

Balanced editorial voice with business purpose to deepen connection and drive internal alignment.

02. story development

Interviewed 20+ voices across the org–from clincicians and C-suite to regional leaders and frontline teams.

Wrote features that tied indivdual impact to enterprise goals.

Balanced editorial voice with business purpose to deepen connection and drive internal alignment.

02. story development

Interviewed 20+ voices across the org–from clincicians and C-suite to regional leaders and frontline teams.

Wrote features that tied indivdual impact to enterprise goals.

Balanced editorial voice with business purpose to deepen connection and drive internal alignment.

03. cross-functional collaboration

Partnered with design to delvier a polished, visual-foward experience.

Worked closely with leadership to ensure every story reflected the company's evolving direction.

Embedded comms, stakehodlers and leaders in review cycles to drive cohesion and buy-in.

03. cross-functional collaboration

Partnered with design to delvier a polished, visual-foward experience.

Worked closely with leadership to ensure every story reflected the company's evolving direction.

Embedded comms, stakehodlers and leaders in review cycles to drive cohesion and buy-in.

03. cross-functional collaboration

Partnered with design to delvier a polished, visual-foward experience.

Worked closely with leadership to ensure every story reflected the company's evolving direction.

Embedded comms, stakehodlers and leaders in review cycles to drive cohesion and buy-in.

04. execution

Publish bi-annual issues.

Repurposed stories across company channels.

Established the magazine as a stratetic storytelling tool inside the organization.

04. execution

Publish bi-annual issues.

Repurposed stories across company channels.

Established the magazine as a stratetic storytelling tool inside the organization.

04. execution

Publish bi-annual issues.

Repurposed stories across company channels.

Established the magazine as a stratetic storytelling tool inside the organization.

outcome

Two-time "Best Magazine" winner by Ragan Communications and PR Daily.
Used in leadership messaging, culture decks, and onboarding.
Became the internal storytelling engine for PDS Health's brand evolution.

key learnings

Editorial strategy fuels engagement

A clear editorial vision and consistent storytelling significantly increased employee participation and connection.

Editorial strategy fuels engagement

A clear editorial vision and consistent storytelling significantly increased employee participation and connection.

Collaboration drives authenticity

Partnering with leaders and teams enabled us to source genuine stories that resonated across the organization.

Collaboration drives authenticity

Partnering with leaders and teams enabled us to source genuine stories that resonated across the organization.

Data-driven content delivers results

Tracking engagement and feedback allowed us to refine our approach and achieve industry recognition.

Data-driven content delivers results

Tracking engagement and feedback allowed us to refine our approach and achieve industry recognition.

key learnings

Editorial strategy fuels engagement

A clear editorial vision and consistent storytelling significantly increased employee participation and connection.

Editorial strategy fuels engagement

A clear editorial vision and consistent storytelling significantly increased employee participation and connection.

Collaboration drives authenticity

Partnering with leaders and teams enabled us to source genuine stories that resonated across the organization.

Collaboration drives authenticity

Partnering with leaders and teams enabled us to source genuine stories that resonated across the organization.

Data-driven content delivers results

Tracking engagement and feedback allowed us to refine our approach and achieve industry recognition.

Data-driven content delivers results

Tracking engagement and feedback allowed us to refine our approach and achieve industry recognition.

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