At Otsuka Precision Health, I played a role in the market expansion of Elevmi™, an innovative digital therapeutic solution launched to support Alzheimer’s caregivers. Elevmi is a free app that leverages generative AI to provide caregivers with expert-curated resources, symptom-tracking capabilities, and 24/7 support through its AI assistant, Elle.

Joining shortly after the product launch, I was initially brought on to focus on marketing research but pivoted to tackle the more immediate need to establish and grow the brand’s digital presence. I developed and implemented a comprehensive social media strategy within an accelerated timeline that included the following areas:

Strategic Foundation

• Defined measurement framework
  • Clear objectives
  • Key performance indicators
• Audience segmentation
  • Caregiver personas
  • Pain points
  • Platform preferences
• Competitive landscape assessment
  • Direct competitors
  • Adjacent solutions

Content Strategy

• Strategic content pillars aligned with brand positioning
• Editorial calendar
  • Content themes
  • Publishing cadence
• Targeted hashtag strategy to maximize visibility

Brand Expression

• Brand voice guidelines ensuring consistent communication
• Visual identity extensions specifically tailored for social media

During my engagement, I successfully secured stakeholder approval, launched the brand across three strategic platforms (LinkedIn, Instagram, and Facebook), and developed a comprehensive content calendar extending through July 2025. This foundation established Elevmi’s digital footprint and created a sustainable framework for ongoing audience growth and engagement.

[Portfolio Note: Representative social media posts follow below]