Hashimoto’s Lifestyle

Patient Education Brand

The work: I created and built Hashimoto's Lifestyle, a patient education brand focused on Hashimoto's thyroiditis — a common autoimmune condition that is often poorly explained by conventional medicine and heavily discussed in functional and integrative health communities.

Starting from scratch, I developed a multi-channel brand and content ecosystem that included:

• Book: Hashimoto's: Now What? — hit #1 new release in its category on Amazon

• Workbook: companion resource for readers navigating diagnosis and treatment

• Newsletter: ongoing patient education and community updates

• Podcast: conversations on Hashimoto's, autoimmune health, and functional medicine

• Instagram & Facebook: community platform; 6,000 followers across channels

The audience: Newly diagnosed patients and people years into their diagnosis who hadn't gotten clear answers — navigating a condition that sits at the intersection of conventional medicine, functional medicine, and lifestyle factors. Content had to be accurate, accessible, and actually useful, not just reassuring.