MassDevice & WTWH Media
Nine years. Three programs. All built from scratch.
MassDevice was already an established voice in medtech media when I joined as an assistant editor in 2016. What it lacked was a structured approach to DEI coverage, a strategic data product, and any presence in audio. By the time I left as Senior Editor in 2025, each of those gaps had been addressed — through programs I conceived, built, and led.
The Challenge
The medical device industry has a well-documented diversity problem and a history of treating it as peripheral to the business conversation. MassDevice had the audience and the platform to change that, with 75,000+ professionals who trusted the brand as a primary source of industry knowledge — but no infrastructure, editorial framework, or sustained commitment to the subject.
The Approach
Women in Medtech launched as an editorial initiative and expanded over several years into a fully integrated, multi-platform program — in-person events, newsletters, podcast series, print specials, and content developed across four brand verticals.
The program required sustained editorial vision, cross-functional coordination with commercial and marketing stakeholders, and the kind of long-term audience cultivation that doesn't happen through one-off, sporadic coverage. It became one of the most recognized initiatives in medtech media and was eventually replicated across three additional company properties.
Outcome
Women in Medtech reached 1M+ professionals across four brand verticals, contributed $250K in incremental revenue to WTWH Media, and earned three ASBPE awards for excellence in DEI reporting.
I was instrumental in building WTWH Media’s Life Sciences’ newest publication, Medical Design & Outsourcing, and by October 2017, I was already strategizing how to take the brand to the next level. A bout of curiosity led me down the path of building WTWH Media’s first diversity, equity, and inclusion thought leadership initiative, Women in Medtech.
Now, the Women in … brand at WTWH Media is a multi-year thought leadership initiative spanning in-person events, editorial, newsletter, podcast, and print channels that reaches 2M+ professionals across four brand verticals, contributing over $1.2M in incremental revenue, and earning numerous awards. The initiative established WTWH Media as a recognized champion of inclusion in many male-dominated industries before competitor brands were even thinking about DEI thought leadership.
Women in Medtech
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Women in Medtech *
Moments That Made Me Proud
Holding the first print issue – October 2018 – in my hands.
One of the world’s largest medical device companies reached out to tell me that my leadership coverage really made them reconsider how they present themselves to the public.
Interviewing the FDA Center for Devices and Radiological Health’s Director, Dr. Michelle Tarver. (Read that story here)
Winning my first ASBPE Regional Award for DEI reporting.