Electra K.

Strategic partner for US healthtech, medtech, and mission-driven organisations. Lead positioning, messaging, competitive research, and content strategy across a multi-client portfolio spanning B2B, B2B2C, and multi-stakeholder environments.

- Led the repositioning of Pacify from consumer to B2B: rebuilt messaging for health plan decision makers (payers, Medicaid MCOs, employers) while maintaining coherence with the consumer-facing brand. Mapped the buying committee, developed objection-handling frameworks, and built the evidence base (white papers, data assets) used in sales and partnership outreach.

- Built multi-channel content architecture driving measurable results: 90% increase in organic engagement, 500%+ reach growth among target audiences in 60 days, and 24–38% CTR on evidence led white papers. Contributed to Bronze Anthem Award (Health – Branded Content).

- Developed go-to-market narratives and executive platforms: CEO thought-leadership programme (LinkedIn + podcast), sales deck narrative frameworks, and campaign architecture for webinars and industry events.

- Led competitive and category intelligence: deep research across Medicaid policy, maternal health, doula economics, health equity, femtech, and digital therapeutics to identify positioning opportunities across multiple audience segments.

- Delivered positioning for complex multi-stakeholder landscapes: CrossBay Medical/Euva (medtech spin-off – investors, clinicians, patients), CobiCure (pediatric rare disease – clinicians, families, investors), Advancium Health Network (non-profit – industry partners, providers, philanthropic funders), Oxeon (health VC – founders, health system leaders, ecosystem).

Selected clients:

◦ Pacify

◦ Oxeon

◦ Euva/CrossBay Medical

◦ CobiCure MedTech

◦ myTomorrows

◦ Medisafe

◦ Advancium Health Network

◦ Break into the Boardroom

Led strategy across the full McCann Cyprus portfolio (B2B, B2C, institutional): research, positioning, messaging, creative briefing, and campaign strategy.

- Built agency’s first segmentation database (50+ psychographic segments).

- Led cross-country qualitative research for McCann Worldgroup (Truth About Streets, Truth Central).

- Led COVID-19 national public awareness campaign and Cyprus Cancer Institute communications.

- Developed reusable strategy tools: archetypes, messaging frameworks, tone-of-voice systems.

Brands: Coca-Cola · BMW · Bank of Cyprus · Carlsberg · German Oncology Center · Coffee Island

- Developed insight-led strategy and briefs across accounts; partnered with creative teams from concept to execution.

- Standardised the agency's briefing process, improving clarity across teams and accounts.