Making a Migration Feel Like a Brand Moment

The Ask

Client: A leading U.S. healthcare organization with a nationwide network of physicians and care providers
Role: Content Lead (functioning at ACD Copy level)

The Real Problem

How do you get thousands of busy physicians to care about a cloud migration?

This wasn’t just a technical update. The organization needed to move every clinician to OneDrive as part of a larger IT modernization push. On the surface, it was a system upgrade. In reality, it was a high-stakes moment for trust, clarity, and communication.

The rollout included platform friction, vendor distrust, and steep adoption resistance. Internal technical leads were tapped to support the effort, but they didn’t have the messaging, strategy, or creative tools to bring physicians on board.

This was a chance to show that their experience mattered — even in the fine print.

The Thinking Behind Story

Physicians didn’t need another technical ask. They needed a signal that their time was valued. We listened closely to their concerns, shadowed support teams, and mapped moments of potential frustration.

From there, we focused on two guiding principles:

• Respect their reality. Doctors are saving lives. Every second matters.

• Simplify the ask. Reassure them that this transition could be done quickly, clearly, and with minimal effort.

Our job wasn’t to overexplain. It was to deliver clarity with empathy and build a path that felt trustworthy, intentional, and human.

Voice with a Job to Do

I reframed the challenge as a brand campaign, grounded in empathy and clarity. The goal was to make the transition feel intentional, supported, and simple.

  • Led content strategy and UX writing for the full in-app migration journey

  • Built a clear, cohesive voice system rooted in calm, clarity, and care

  • Developed messaging that walked users through the why, what, and how of the transition

  • Created toolkits, assets, and microscopy that treated hesitation as a design opportunity

  • Aligned tone across UX, help desk, and clinician training materials

  • Used real user feedback to refine tone, flow, and content hierarchy

  • Designed a modular content system that scaled across functions and roles

Creative Impact

  • Thousands of physicians migrated with minimal confusion or resistance

  • Reduced support tickets by 85% and increased internal confidence in platform rollout

  • Helped internal comms and IT teams adopt a repeatable model for future initiatives

  • Thousands of physicians migrated with minimal confusion or support needs

Bottom Line

What started as a dry, technical rollout became a branded moment built on clarity, care, and trust.