Michael Durwin

• Led brand strategy, digital marketing, and patient engagement initiatives across clinical research and healthcare technology programs.
• Developed and implemented comprehensive brand guidelines to ensure consistent messaging, visual identity, and positioning across digital, print, conference, and social media channels for two sister brands.
• Directed patient social recruiting campaigns and social listening initiatives to improve outreach effectiveness, audience targeting, and engagement strategy for clinical trials.
• Launched and managed more than a dozen patient communities to support engagement, education, and recruitment efforts.
• Designed and implemented a data-informed system to improve clinical trial site selection and study startup location decisions.
• Integrated HubSpot into marketing, sales, and social workflows, improving lead management, campaign coordination, and operational efficiency.
• Redesigned corporate and product websites, created digital content and marketing assets, and provided UI/UX input for software product development.
• Supported conference strategy and promotional activities through multimedia campaigns, branded collateral, digital advertising, and social media execution.
• Performed comprehensive industry positioning analysis.
• Authored multiple ebooks, webinars, and white papers.

• Responsible for supporting internal and client social research projects primarily focused on patient considerations of drugs and treatment using Netbase and Audiense social listening and persona tools.
• Supported new business with original social intelligence research.
• Productized 7 services related to social media.
• Grew and maintained 45 patient/caregiver communities with 150,000+ members from 12 with a shoestring budget.
• Coined the term "Health Engaged Patient" to reflect social media users who share their health journey online and are likely trial participants.
• Published abstract on remote telehealth, accepted to the Pediatric Innovation Summit.
• Developed and executed communications and content strategy for diversity initiative.
• Deployed predictive analytics to predict Covid vaccine hesitation.
• Supported clinical trial recruiting with paid, organic, influencer and community outreach.
• Initiated AI-powered customer persona development.
• Implemented ChatGPT content assistant.
• Designed interface for dual social and medical data dashboard.

• Designed Covid-19 symptom tracing mobile app.
• Created the Patient Tolerance Perimeter to identify optimal clinical trial site locations.
• Developed real-time Covid dashboard and published monthly report for 2 years shared with private and government organizations.
• Implemented privacy protocols in response to GDPR and CCPA.
• Created real-time, public Covid-19 conversation tracker dashboard.
• Used predictive analytics to determine level of U.S. Covid-19 vaccine hesitancy.
• Grew patient/caregiver communities from zero to 12 indication specific communities for research and clinical trial recruiting.
• Assisted brand team with strategic and competitive insights that led to acquisition of company.
• Developed Adverse Events Social Monitoring (SAEM) process and introduced it at the 2019 FDA Innovation Conference
  Produced over 400 disease-specific social intelligence reports.
• Developed custom query process to fine tune social listening tools, shifting company from.
• Mentored staff and intern.
• Created real-time competitive marketing dashboard

• Developed productive relationships with bloggers, online media outlets and social media influencers.
• Brought about noticeable improvements to click rates, follower counts and engagement with clear and focused strategies.
• Developed social media strategy and oversaw day-to-day global social media efforts on behalf of two brands; Skillsoft and SumTotal with a total of 26 social media platform profiles that effectively increased website traffic by 200%.
• Trained sales and partner staff in social selling techniques and developed thought leadership strategies for subject matter experts.
• Developed senior executive social visibility and thought leadership strategy.
• Provided sales and content team with persona data, and supported multiple live events with real time social media.
• Implemented refined SoAmpli employee activation program and streamlined content distribution process, reducing the resource needs of the company by 2/3 while increasing engagement by 50%.

• Defined and managed both paid and organic social media services.
• Managed $1 million paid social media budget
• Developed strategies for clients' social media and digital efforts.
• Developed new business relationships through thought leadership and industry knowledge.
• Created in-house social media tool called Potential Human Reach (www.potentialhumanreach.com) that measures Twitter engagement with a proprietary algorithm that provides valuable insight and actionable data.
• Developed a holistic reporting tool that combines SEO, SEM, Media, Web and Social Media analytics into a single-view dashboard for marketing teams called Copernicus.

Clients Include:

• Bermuda Tourism
• Fox Networks
• Blue Cross Blue Shield
• National Geographic
• Santa Fe Tourism
• Massachusetts General Hospital
• National Grid
• Washington DC Tourism
• Germany National Tourism
• Earth Shoes
• City of Cambridge
• San Francisco Airport
• Big Sky Montana
• Reebok
• Atlanta Airport.