iRhythm/ From start-up to standard
Opportunity
I joined iRhythm Technologies as the 20th employee and spent five dynamic years leading efforts in marketing, sales, events, and creative roles. The company originated from the Stanford Biodesign Innovation Fellowship, launching with a single groundbreaking product: the Zio Patch. Designed to set the gold standard in arrhythmia monitoring, our bold goal was to revolutionize the diagnosis of arrhythmias in healthcare.
Impact
During my time at iRhythm Technologies, I had the opportunity to oversee and manage a variety of key initiatives, from national sales meetings and product launches to mapping new business engagements and leading all creative development and production.
iRhythm had the 5th biggest IPO in the SF Bay Area in 2016.
One of my final projects was creating the Zio XT brand. I led our agency relationship, overseeing the development of its name and design with careful consideration of the new product and the brand's future direction. This strategy continues to be used today.
Creative Direction
Prior to our product launch, we conducted a photoshoot to cover PR, marketing, and all product photography. In addition to managing the professional set, I captured behind-the-scenes footage that I later edited into internal rally videos.
Product branding and packaging
We knew this product would be sitting on shelves and wanted it to stand out. We chose bold, contrasting colors to create a design and language that felt human and uplifting, making the experience more positive for patients.
Here’s a little bit more of the output of my time at iRhythm
Provided ideation, creative direction and led production of patient application video.
Conducted sales training for up to 200 people. Led event coordination and production for entire multi-day event.
Oversaw conference development including code of conduct, coordination of details, and design of our physical space.
You made it this far, so here’s a fun fact about this project.
A hard-hitting tackle is no problem, ripping a band-aid off was another story
Being part of a start-up at iRhythm, I wore many hats—but one of the most memorable roles was research coordinator for a study we did with the USC football team. We used our device to monitor 22 players across different positions, aiming to identify if different positions had different cardiac risks. My job was to apply all the patches and retrieve them after practice. It turns out those guys are tough until you try to take a band-aid off their chest!
