Challenge Accepted: Lifesaving Sepsis Solutions
Content marketing to translate complex, advanced research and medical information into compelling value propositions.
CLIENT
University of Michigan Center for Integrative Research in Critical Care
Renamed: The Max Harry Weil Institute for Critical Care Research and Innovation
INDUSTRY
Human Health
AE ROLE
Content Organization + Development
Copywriter
Creative Director
Graphic Design (Conceptual)
Vendor Management
BACKGROUND
For its inaugural Grand Challenge—a concept popular in research governance to support the allocation of research funding—the University of Michigan Center for Integrative Research in Critical Care (MCIRCC) focused on the life-threatening medical condition called sepsis.
Designed to support high-impact proposals for milestone-driven research, the Sepsis Grand Challenge funded six projects with the greatest transformational promise. Mentors from the top ranks of business, venture capital, and the healthcare industry worked with the scientists to translate their discoveries into marketable technologies via spin-off companies or licensing opportunities.
Sepsis Brochure Cover
Sepsis Brochure: Sepsis Problem
Sepsis Brochure: Project Summaries
GOALS
Decode complex, research solutions and summarize MVP roadmap for funded projects.
Create sales enablement tools to engage potential funding streams—donors and licensing opportunities—for the funded projects.
Encourage future grand challenge participation within the U-M research community.
Further center’s brand awareness as a newly formed U-M research and innovation center.
STRATEGY
Translated detailed research submittal applications into one-page sell sheets for use by university development and licensing teams.
Created mini posters for use at various campus-wide “show and tell” events to promote sepsis solutions with internal and external audiences.
Developed a multipage brochure showcasing the sepsis problem, treatment gaps, and funded research solutions.
RESULTS
Sepsis portfolio licensed to industry partner.
Helped secure recognition as a model of excellence within the larger U-M institution.
Mini-Poster Designs
