Kaye Turner

Case study · Population health

Calm media for an unreached population

Context

Older adults managing chronic illness, pain, and isolation are a priority population in every health plan's strategy. They are also on TikTok, where health systems rarely reach them. Conventional health messaging does not land there, and content built for capture actively costs this audience regulation.

Approach

Audience research from primary signals. Personas built from observed viewer states: profile analysis, comment corpora, follower demographics, and share behavior. Not assumptions imported from a brief.

Register design. Second person, present tense, mirroring the viewer's state without naming it. Health literacy principles throughout: plain language, one idea per line, low cognitive load.

Intervention format. 30-second to 2.5-minute contemplative clips designed to downshift arousal rather than spike it, on the platform the population already uses daily.

Results (28-day platform export, Jul 9 – Aug 5, 2026)

Why this matters

Behavior change starts with attention that does not cost the viewer their regulation. The standing objection is that calm content kills metrics. This project answers the objection with data: calm design and high engagement coexist, measured on the most attention-hostile platform there is.

Case study · Governed AI production

A production architecture where governance is the runtime

Context

Seven posts per week across two platforms, produced by one person, with zero tolerance for brand drift. That constraint forced an architecture. The same architecture is what regulated organizations need before they can deploy generative AI in content production at all.

The system

1. Intake. A structured field-notes format captures source material in batches, so production starts from consistent, reviewable input instead of ad hoc prompts.
2. Copy engine. An encoded voice standard runs as an executable control: register rules, controlled vocabulary, ban lists, and a rotation system that varies each clip's opening line by target viewer state. Copy that violates the standard does not ship.
3. Asset generation. Leonardo.ai with character-reference locking for visual brand consistency across hundreds of assets. Kling for motion. Audio is selected by ear against the brand standard: live-recorded djembe for the calmer pieces, licensed platform audio where distribution evidence supports it. Tool choices follow evidence, not ideology.
4. Assembly. CapCut and Canva against fixed templates, so editing is execution, not re-decision.
5. Publish and instrument. Every clip enters the measurement loop described in the next case study. Output feeds diagnosis; diagnosis feeds the standard.

The governance thesis

Before AI, style guides and audit artifacts were static documentation that humans consulted, or ignored. In this system they run as the production runtime: the voice standard, quality gates, and vocabulary controls execute against every asset before it ships. Materials are versioned and re-released like software.

Operational proof: a sustained 7x/week cadence held by a single operator, with tool decisions revisited on evidence. Vendors rotate in and out as capabilities change. The standard stays fixed; the tools rotate.

The transfer

Swap the voice standard for a payer's brand and compliance requirements, swap the ban list for regulatory language controls, and this is the deployment pattern for governed generative AI in regulated content: controls that execute, not PDFs that advise.

Case study · Engagement instrumentation

Instrument, isolate, intervene, measure

Context

Early on, committed viewers finished the clips but audience growth stayed flat. The question was not how to make better content. It was where, precisely, attention leaked.

Diagnosis one: the entry, not the body

Retention analysis isolated the failure to the first two seconds. Under 30% of viewers remained at 10 seconds and about 15% at 30 seconds. Then the curve went flat: viewers who survived the entry stayed to completion. The cliff is the entry, not the body. Length and content were exonerated.

Intervention

First frame rebuilt. A face and the opening line of the piece itself, replacing ad-style imagery. The face is AI-generated and deliberately crafted: over 10,000 image generations to hold a brand-consistent character the base models resist producing, an older woman rendered as beautiful. The most-watched frame became presence plus content, not an ad for the content.

Sixteen tested opening overlays, rotated by target viewer state, so each clip in a batch opens a different door for a different arriving state.

Door and Room copy framework. The opening speaks the viewer's own language; the body resolves in the brand's voice. Entry matches the viewer; the experience stays on-brand.

Measured effect

Diagnosis two: the funnel moves

Post-intervention funnel analysis: roughly 20% of viewers engage and 2% share, but only 1.5% visit the profile. The constraint migrated from the entry to the feed-to-profile step. That is the loop working as designed: each diagnostic retires one bottleneck and exposes the next.

Scale note

These are single-operator numbers, not enterprise scale, and they are reported as such. What transfers is the loop: instrument, isolate the constraint, intervene, measure again. The method is the deliverable, and it runs the same way on a member-communications program as it does on a media channel.

ZS Associates | Medullan · Digital & Connected Health · Senior UX Content Strategist · 2021–2024

Decentralized clinical trials and a content practice built from zero

Context

Global consulting firm, digital and connected health capability. Clients included startups, research institutes, and pharmaceutical companies. I was brought in to establish an outcomes-driven content practice and to lead content for decentralized clinical trial platforms.

Decentralized clinical trials

For a DCT platform refresh I developed the information architecture, content modeling, pattern library, and accessibility standards, with plain language and health literacy applied to the hardest content in the product: eligibility screening, privacy, and informed consent.

The voice system treated conversation types as design objects: task-first focus for daunting steps like surveys and consent, small portions of information to reduce cognitive load, context-relevant support, and a deliberately deprioritized educational register for clinical trial terminology.

Practice building

Alongside project work: a data-driven content strategy framework socialized into RFPs and all digital solutions work, health literacy and accessibility standards training, thought leadership including a white paper on digital healthcare, and an explainer script for a prescription digital therapeutic's distribution pathway.

Blue Cross Blue Shield of NC · Non-profit health payer · Digital Content Strategist

Sixteen features of continuously delivered content for a payer service platform

Context

Smart Desktop: an omni-channel, customer-service-facing single pane of glass for member information, claims, benefits, and billing. Content for 16 features, delivered continuously in Agile.

Method

Research the feature topic through system documentation and key informant interviews; analyze findings through qualitative data analysis; develop and document content; test through deployed surveys and user interviews; refine, validate, and deliver to Confluence. Repeat, per feature, on cadence.

The unglamorous artifact matters most here. Every label on the screen traces to a scored decision in the model. That traceability is what makes content in a payer environment defensible.

Orthus Health · Employee wellness vendor · Curriculum Engineer and Behavioral Content Consultant

Member content overhaul and a behavioral program built from theory

Context

Startup wellness vendor with member-facing content that underperformed on engagement and health literacy. Scope: assess and revise all member-facing content, then design a digital stress management program from curriculum through copy.

Work

Phase 1 revised the member web portal, health analytics reports, and health action reports for plain language, warmth, and engagement. Phase 2 delivered the stress management program: five modules moving from welcome through theory, exploration, practice, and post-program activation, with copy and design mockups delivered pre-UX/Dev.

Behavior-change theory drove the module arc; the content model made the curriculum buildable by a team that had never shipped one.