Jayme Regan  ·  Portfolio

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Brand Strategy  ·  Content Leadership  ·  Integrated Campaigns

Until the work is something everyone believes in.

The Problem

Every brand says the same three things. Fewer say them in a way a room of skeptical executives, cautious legal reviewers, and exhausted sales teams actually leans into. That's the part I've spent twenty years getting right.

The Path

Early on, I pitched the accounts that funded the work. Later, I became the one making it — writing the line, leading the team, walking into rooms where the science was extraordinary and the messaging wasn't. The work I'm proudest of starts with a brief nobody trusts yet. It ends with a room full of people who do.

Precision oncology. A message map, a memorable presentation, a deck built for APAC. A nonprofit story told from the field in Uganda. The account-side years that made all of it possible — see it work below.

Foundation Medicine  ·  Brand Strategy & Content

The science was extraordinary.
The brand had to match it.

Senior Marketing Manager, Content & Brand Strategy

Challenge

Every company in precision oncology said the same thing. Foundation Medicine had the science to stand apart, a lean in-house team still building its marketing muscle, and a bold ask: make the brand's proprietary technology impossible to ignore in a category where everything looked the same.

Work

Built the messaging architecture and brand voice from the ground up, working across medical affairs, agency partners, and executive leadership to earn the trust that let disruptive creative survive legal review intact.

That same voice carried through a full digital campaign — native advertising, LinkedIn and social, email, contextual — and out onto the conference floor, where it shaped booth design and sales collateral. Sales reps were brought into that rollout deliberately, adopting the same voice in their own presentations so the brand showed up the same way everywhere it appeared.

Outcome

A brand that finally sounded like itself. Distinct, in a market where that's hard to earn.

Specific messaging frameworks are proprietary. Visual samples available on request.

Foundation Medicine — Blind Spots campaign print ad

Also for Foundation Medicine  ·  Message Map & Campaign Strategy

Before the words, the architecture.

Challenge

A category where every message blurred together needed an anchor: what Foundation Medicine actually did differently, said plainly enough to build a year of content on, across audiences who each cared about something different.

Work

Built the message map from the ground up: defining the narrative pillars, the audience segments, and the key messages underneath each one. That architecture became "Unveiling Blind Spots" — the throughline for the brand's proprietary technology story, from translational research to regulatory strategy.

The Approach

Each narrative pillar opened with the fear keeping a specific buyer up at night, then answered it in one confident, benefits-first paragraph — proof points held in reserve for the sentence right after.

Paraphrased structure — exact language is proprietary to Foundation Medicine

Foundation Medicine message map structure — narrative pillars, audiences, and key messages framework, with proprietary content redacted

The full message map — four pillars, four audiences

Also for Foundation Medicine  ·  The Memorable Presentation

People remember ten percent.
Make it count.

Challenge

The VP of Marketing knew a hard truth about presentations: audiences retain a fraction of what they hear. Slides packed with data and detail were forgettable by design, no matter how strong the science underneath them.

Work

Rebuilt the deck around one repeated idea instead of forty scattered ones. Paired it with a single striking image per slide, cut away anything that didn't earn its place, and made sure the phrase that mattered most opened the deck and closed it.

The Ten Percent

"Unveil blind spots others can't see."

Opening slide and closing slide — the ten percent this deck was built to make unforgettable

Full deck available on request — not shared publicly out of respect for Foundation Medicine's proprietary content.

Opening slide — a lighthouse with the line 'What if you could unveil blind spots others can't see?' → Closing slide — the same lighthouse and line, bringing the deck full circle

Opening and closing slide — the line, bookending the deck

A slide with only one phrase highlighted: 'regulatory approval' A slide reading 'The stakes have never been higher for biopharma' Macro photography of a DNA double helix A data visualization slide, styled to the brand's disruptive, minimal aesthetic

Also for Foundation Medicine  ·  APAC Conference Presentation

Slides they didn't have to read from.

Challenge

A VP of biopharma sales was tired of watching his team read slides word for word. Flat. Forgettable. Not the entrance Foundation Medicine needed for its first real push into APAC. He wanted imagery that carried the story instead of the copy.

Work

Wrote the narrative and full talk track, giving reps a structure and a point of view to build from instead of a script to recite. Partnered with an outside art director to bring it to life, guiding them through the brand and how far it could be pushed, then trusted their execution to carry the story across Japan and China.

Outcome

"It gave them a story to tell, not a slide to read from."

The Narrative

"Imagine a world where every cancer patient receives a tailored treatment plan, not just based on their diagnosis, but on the unique genetic makeup of their tumor..."

Opening line, from the talk track

Full deck available on request — not shared publicly out of respect for Foundation Medicine's proprietary content.

Slide 1 — black and white portrait with the word Imagine → Slide 2 — the same portrait transformed with genomic data, introducing Foundation Medicine

Slides 1–2 — the opening transformation

Closing slide — a glowing lab, with the line 'Imagining the future...' A mosaic of patient portraits from the deck's proof-point slide

Where the instincts came from

Before the words, I sold the work that needed them.

Years on the account side, first at MMI Agency on the MD Anderson Cancer Center business and later at Houston Methodist, taught me how to turn what a client says into what a client means, and get a creative team building against it fast.

MMI Agency  ·  MD Anderson Cancer Center

"Half the job was hearing what a physician actually meant. The other half was making sure the creative team never had to guess."

Grew from Assistant Account Executive to Brand Director. $7M budget, a team of five, and a brand too important to get wrong.

MD Anderson print ad — 'Brain tumors are just as rare... but not to us,' featuring a rare butterfly MD Anderson Proton Therapy — print campaign

Houston Methodist  ·  Healthcare Marketing Program Manager

"Seven hospitals, one heart center, a hundred opinions about what mattered most. My job was finding the one that was actually true."

132% awareness growth. 300+ marketing-qualified leads across the DeBakey Heart & Vascular Center and the full system.

Houston Methodist print ad — 'Providing Better Options for Heart & Vascular Care' Houston Methodist Heart & Vascular website — clinical content and research hub

Ricoh USA  ·  Campaign Strategy & Repositioning

Nobody believes a printer company.
Until they do.

Healthcare Marketing Manager, Content Strategy & Campaigns

Challenge

Ricoh is known for printers. In healthcare, that's the whole problem. Breaking in as a technology partner meant building credibility from zero, with an audience that's heard every vendor pitch there is.

Work

Led the creative repositioning of Ricoh as a healthcare technology partner. Built the buyer personas, translated clinical workflow pain points into honest creative, then unified competing narratives across the business into one brand story.

Outcome

Pipeline grew from $6M to $10M. Ricoh earned a voice in healthcare that finally felt credible.

Ricoh Healthcare website — In healthcare, we turn information into ROI

Living Water International  ·  25th Anniversary Documentary Video

The story worth traveling for.

Senior Director of Marketing

Challenge

For its 25th anniversary gala, Living Water International needed a signature piece that could show donors what clean water means to a community without it, not just tell them, and make the case for why the mission still mattered a quarter-century in.

Work

Led the creative team and traveled to Uganda personally with a single videographer, a small, nimble team suited to a nonprofit's resources, to conduct interviews and capture the story firsthand. Shaped the narrative arc with the copywriter before the trip, then led it on the ground: which voices to feature, which moments to capture, how it needed to build for a room full of donors.

Outcome

"Launched at the 25th anniversary gala, then carried the year's fundraising campaign toward its $20M goal."