IN2, a wellness-tech brand based overseas, developed a clinically backed, drug-free device aimed at addressing premature ejaculation, a highly stigmatized and misunderstood issue. While their product was innovative, their initial messaging didn't resonate with US audiences—it leaned heavily on clinical jargon and lacked the empathetic tone that American consumers expect, especially concerning sensitive health topics.
I led the content strategy and copywriting for IN2's U.S. website, working closely with product owners and stakeholders. My goal was to create content that was both medically accurate and emotionally resonant for the U.S. market.
I transformed clinical descriptions into approachable language, ensuring the content was relatable and sensitive to U.S. cultural norms. I crafted copy that acknowledged the emotional aspects of the user's journey, reducing stigma and building trust.
This project exemplifies my ability to navigate cross-cultural collaborations, translating complex, sensitive topics into content that connects with diverse audiences. It's a testament to the power of empathetic, localized content strategy in building global brands that feel personal and trustworthy.