Transforming a complex medical device into something patients could actually understand and feel confident using.

Optune Gio is a medical device that helps kill cancer cells in glioblastoma (GBM), an aggressive form of brain cancer. The diagnosis alone is overwhelming, and patients needed content that made starting treatment feel less scary and more manageable.

We started by talking to real Optune Gio users. What information did they actually need when starting treatment? What made them feel overwhelmed?

Their feedback drove everything. We cut OptuneGio.com down from 80+ pages of content to only what mattered most. We replaced dense medical copy with clear, accessible language and images of real patients—not stock photos.

We designed for cognitive accessibility, using generous spacing and large, easy-to-read text, something that is critical for people living with GBM.

We created two videos designed to reduce treatment anxiety:

Applying Arrays: A step-by-step tutorial filmed with a real patient and her daughter (her caregiver). Instead of clinical instructions, we showed the reality of what application looks like at home.

Unboxing Optune Gio: Starting treatment means receiving two massive boxes of medical equipment. For many patients, it's overwhelming. Inspired by Vogue's "What's in My Bag?" format, we filmed a real Optune Gio user unpacking and explaining each item in a warm, relatable way—demystifying the experience before it even arrives at their door.

I led content strategy and creative direction for the website and video series. I developed video concepts, wrote scripts and on-screen copy, and was on set throughout production—working directly with patients to make sure they felt comfortable and we captured authentic, meaningful content.