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Creative Strategy for Synapticure
Synapticure GUIDE ModelTurning Founder Credibility into Lower-Cost Consultations
❋ Project ContextSynapticure coordinates virtual specialist care for ALS and other complex neurological diagnoses. The audience includes patients facing serious, often time‑sensitive diagnoses and adult children coordinating care from a distance. The stakes are high: long specialist waitlists, fragmented information, and a heavy emotional load for families trying to make the right decisions.
❋ My RoleI led the creative strategy for the campaign, shaped the messaging across all three directions, and guided the visual and narrative approach so each concept spoke clearly to its intended audience and moment in the funnel.
Cut Cost Per Scheduled Consultation by 30%
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Cut Cost Per Scheduled Consultation by 30% 〰️
Synapticure GUIDE ModelThe Challenge
Synapticure is a virtual clinic for people living with neurodegenerative diseases and their caregivers, offering expert neurologists, clinical trials access, mental health support, and care navigation in one coordinated experience. Their paid social and landing pages were flattening this into generic “telehealth” messaging, treating all diagnoses and caregiver roles as a single audience and leaving people unsure whether Synapticure was right for their situation or how virtual care would connect to their local providers.
The team needed a creative strategy to segment and prioritize audiences, translate complex care into clear, empathetic stories, and build a testing framework that respected the sensitivity of these conditions while improving acquisition performance.
Synapticure GUIDE ModelApproach
Testing three complementary directions:I designed a test that ran three creative directions in parallel against the same core decision moment:
❋ A top‑of‑funnel static contrasting local specialist wait times with Synapticure’s speed
❋ A mid‑funnel montage focused on the burden and emotional reality of remote caregiving
❋ A high‑production founder testimonial featuring Synapticure’s co‑founder sharing a real patient story of outliving a grim prognosis by years, deployed specifically to retarget engaged prospectsEach concept was built to address a different question: “How long will I have to wait?”, “What does this feel like for our family?”, and “Does this actually work for people like us?”
Aligning message to audience and moment: The static focused on clear, comparative information to capture top‑funnel attention among both patients and caregivers. The caregiving montage leaned into empathy and recognition, reflecting the day‑to‑day reality of coordinating care from a distance. The founder testimonial combined clinical credibility with a concrete patient outcome, designed to give already‑engaged prospects the confidence to book a consultation.
Treating founder storytelling as a performance lever: Rather than using the founder simply as a brand face, the testimonial was structured as a focused narrative arc: context, diagnosis, intervention, and outcome. That narrative framing helped turn credibility and real patient results into a clear, compelling path to action for people who were already considering Synapticure but needed one more reason to act.
A snapshot of top performers, representing the creative formats or messaging that is consistently driving results.