David Bridwell has applied behavioral economics principles and qualitative research to develop brand strategies for health technology, payer, and provider organizations. His approach emphasizes audience segmentation, competitive positioning, and the creation of integrated campaign assets that leverage social proof, reciprocity, and consistency to build emotional loyalty and drive measurable business outcomes.
Moffitt Cancer Center is a freestanding NCI-designated Comprehensive Cancer Center in Tampa, Florida. Despite survival rates up to four times the national average for certain cancers, Moffitt was reaching a small fraction of eligible patients, with affluent Floridians defaulting to legacy institutions in New York and Boston.
David contributed to a brand strategy anchored in urgency and boldness, building audience-specific messaging tracks for symptomatic patients, prevention audiences, researchers, and donors. The strategy emphasized the clinical risk of receiving initial treatment at a non-specialized facility. The resulting campaign delivered a 66.5% year-over-year increase in new patient conversions and a 40% lift in digital engagement.
Blue Cross Blue Shield of Alabama serves commercial, Medicare, and individual marketplace members across Alabama. The campaign needed to build genuine brand affinity across individual members, families, aging adults moving into Medicare, and small business owners making coverage decisions on behalf of employees.
David contributed to a multi-channel campaign spanning broadcast, digital, mobile, and display using social proof, reciprocity, and consistency principles. Digital executions embedded Teladoc, the Dr. Finder platform, and wellness programs directly into ad experiences. The campaign delivered a Net Promoter Score three to four times the national average, making BCBS of Alabama the top-ranked Blue Cross plan in the country.