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12/05/2026

The World Orphan Drug Congress is June 9-11 in Boston and if you're going to be there too, we'd love to meet you!

Genuine Social has a booth at the startup zone and we'll be talking about Influencer, Social, and Digital for small marketing teams who are already stretched thin.

Please come and say hi!

11/05/2026

Seven days in Paris. Two of those days with women who will change everything.

07/05/2026

Make more assets, I am begging you. Push your creative teams to make more from what they have already. Static post? Make it a carousel, a quote post, a 10 second video, a simple motion asset. Push the content as far as it will go.

The algorithm (meta, specifically) now requires more - 10 assets minimum, per campaign, if you can.

If your media buying agency is asking for more creative, and your creative agency isn't able to provide or doesn't understand why, maybe we should chat!

06/05/2026

Some of our best campaign pivots happened on calls exactly like this.
Not in a strategy deck or a quarterly review.
On a random Tuesday afternoon when something wasn't working and we figured it out together in real time.

That's what embedded partnership actually means. We're not waiting for your next scheduled touchpoint to weigh in. We're already in it with you, thinking through the problem as it's happening.
No re-explaining the backstory. No "let me loop in my team." Just clear thinking, fast decisions, and someone who already knows your brand well enough to move.

05/05/2026

Rare disease influencer campaigns fail in a very specific way, and it almost always starts with the wrong partner in the room.
Teams end up choosing between two imperfect options: an influencer agency unfamiliar with pharma compliance, or a pharma agency that has never actually managed a creator program. In rare disease, both gaps show up fast — usually in the form of repeated MLR cycles that drain time, budget, and momentum.
Swipe through for a breakdown of where these campaigns go wrong and how to build a plan that accounts for those risks from day one.
📥 Download the free guide at the link in bio.
Planning a rare or ultra-rare disease influencer campaign? I'd love to connect.

29/04/2026

Rare disease influencer campaigns fail before they ever launch, and most teams don't see it coming.
The problem usually isn't the strategy. It's the starting point.
Teams either bring in an influencer agency with zero pharma experience, or a pharma agency that's never actually run an influencer program. Neither setup works for rare disease.
And here's the reframe that changes everything: in rare disease, you're rarely working with traditional influencers. You're working with content creators and real patients — and that requires a completely different playbook.
I put together a free guide covering exactly where these campaigns go wrong and how to plan around those risks before they derail your launch.
Download it at the link in bio. And if you're starting to plan a rare or ultra-rare disease influencer campaign, let's talk.

28/04/2026

The algorithm isn't failing you. You're underfeeding it.
One of the most common paid social mistakes I see: businesses running 1–2 creatives and wondering why performance is flat. The algorithm needs differentiated creative to rotate, test, and optimize. Without enough volume, it has nothing to work with, and you have nothing to learn from.
The threshold I recommend: at least 10 creatives live at any given time, with another 5–10 ready to swap in before fatigue sets in.
The good news? Producing creative volume is more accessible than ever. The tools exist. The bigger issue is usually that teams don't realize volume is the problem in the first place.
If your paid social isn't performing, creative is the first place I look.

07/04/2026

I didn’t get into pharma social because it looked easy.
I got into it because it was hard.

At the time, I was working in agency life and had the chance to step into women’s health pharma. New rules, new stakes, new layers of complexity. FDA. FTC. Platform restrictions. Suddenly the job wasn’t just “make good content.” It was: make it compelling, compliant, and worth someone’s attention.

And that’s still the challenge.

Because let’s be honest - a lot of pharmaceutical advertising still leans on the same old formula. Safe. Repetitive. Forgettable. Usually with a jingle no one asked for.

What I’ve learned is this: if you can put a real patient in front of a camera, and let them speak honestly about a condition, a treatment, or a lived experience, you’ll go further than another polished TV-style spot ever could.

Not because it’s trendier.
Because it’s more human.
And in healthcare, that matters.

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