Heyo Dream Client: Copywriting in the diabetes space

This story begins way back when I worked at Avion Agency (2017-2019). My boss, agency owner Natalie Khoo (legend), was big on encouraging the whole team to pursue ‘dream clients’. You know, those brands you’d just LOVE to work with.

For me, it was Diabetes Australia. Or Diabetes Victoria. ONE of those organisations that I just wanted to get involved with so I could help shape the experiences of people living with type 1 diabetes. People like me.

Sidenote: I did end up meeting a few people from those organisations, I wrote a blog post, and I even ran a lunchtime writing workshop for Diabetes Victoria! Not to mention, I connected with the Diabetes Australia team and managed to do some advocacy work.

Years later, when I learned about diabetes supply subscription service Stripped Supply, I had my next dream client locked and loaded. I sent the founder a desperate plea email, asking to just be a part of what she was doing.

She said yes 💍

Blog writing for Stripped Supply

I started off writing monthly blogs for Stripped Supply. This involved thinking up interesting topics, researching, and writing them in the company’s fun and approachable tone of voice.

Here are a few examples of blogs I wrote:

Writing learning modules for Stripped Supply

A few weeks before I was due to give birth to my second baby, Ash reached out again. She was building a learning platform, and wanted me to write it! Um, creating educational content that would actually help T1Ds manage their diabetes day to day? Count me IN! What purposeful work.

Learning module planning

I started by drafting up the first ‘pathway’: The Diagnosis Journey. I had to think up every possible relevant topic and question a newly diagnosed person might have, interview a credentialled Diabetes Educator, and break the information down into bite-sized chunks.

It was scrappy, first draft work, and to be honest it was a LOT for a heavily pregnant lady to manage, but it laid the foundation for how we’d work on learning content.

Conversational copywriting and interactive elements

Lemme explain this very cool part of the Stripped Supply Learn platform.

It’s really not designed to be a passive, one-way learning experience. It’s a platform that invites participation, encourages real talk, and nurtures community. A defining feature of it is the smattering of interactive elements throughout. We ask questions, share answers from other users, and include cool stuff like polls.

Very. Cool.

And a very different way of thinking about the copywriting itself. Because it was always geared towards getting the user more involved, not just in sharing information like in a traditional written article.

Content management

A few months after I had my baby, I joined the team (with my very limited time!) in a Content Manager role. This involved:

Creating structures and processes
Ideating, planning and documenting content
Writing briefs for copywriters
Reviewing and editing content (while providing real world user insights)
Liaising with clinicians to ensure content was technically accurate.

I helped Stripped Supply build up enough good learning modules to move through its soft launch, and set up systems to ensure content could continue to be added.

I hung out in Asana, Slack and Google Sheets, keeping track of things. Fancy.

I’m here to write about diabetes (or similar)

In conclusion, I’m your go-to copywriter for diabetes content.

Not only do I have experience in the industry, I have experience with the condition! Especially type 1 diabetes.

I’d love to get more work in this field again in future, so please tell all your friends, colleagues, your mum (if she’s interested). And as always, reach out for a chat if you think I can help you achieve your content goals.