ESTHER E. HASKINS, DBA, MBA, MPS
AWARD-WINNING MARKETING & COMMUNICATIONS EXECUTIVE
esthereh@gmail.com | 240-273-6881
BRAND MARKETING CASE STUDIES
Many federal agencies knew NIH for its leadership in medical research but not as a partner in digital transformation. To bridge that gap, NITAAC University was launched as a learning platform designed to teach federal leaders how IT can modernize health systems, strengthen procurement strategies, and drive mission success.
As marketing lead, I oversaw brand strategy, public relations, and awareness for this national initiative—directing messaging, video production, and online training content to engage federal audiences. The platform now empowers agencies to earn certifications, gain confidence in IT acquisition, and apply technology-driven solutions across government healthcare programs.
Changing the Culture: Reframing “End Nurse Abuse” Into a National Brand for Workplace Safety
What began as a call to end workplace violence became a nationwide movement to protect nurses and redefine safety in healthcare. I led the brand strategy, storytelling, and campaign execution that drove 25,000 congressional petitions, 30,000 pledges, 25,000 video views and $150,000 in product sales, earning multiple Ragan Awards and sparking a cultural shift across the profession.
Watch: Silence No More, End Nurse Abuse >>
Defining Integrity: Elevating ANA’s Code of Ethics Into a National Brand Platform
As healthcare grew more complex, the American Nurses Association sought to reaffirm the moral foundation of nursing. A $2 million integrated campaign reached over 4 million nurses and students, transforming the Code of Ethics from a professional guideline into a national symbol of trust, compassion, and integrity that strengthened ANA’s brand as the ethical voice of the profession.
Rebuilding a Brand in Crisis: How I Turned Pandemic Fatigue Into $10 Million in Growth
When the COVID-19 pandemic disrupted every sector of healthcare, the American Nurses Association (ANA) faced the urgent challenge of reconnecting with more than 4 million nurses and restoring trust in its programs. Early revenue dashboards (Power BI) revealed alarming trends: education and professional development participation had fallen by over 40%, digital engagement was declining, and member sentiment reflected fatigue, burnout, and frustration with the profession.
Through market research, strategic brand repositioning, and corporate partnerships, ANA rebuilt engagement and secured $10 million in sponsorship funding within its first year.
Read Article: Nurses' Health in the Wake of COVID-19 >>
Read Article: Nurse-led, science-based: A campaign to arm nurses with COVID-19 vaccine knowledge >>
A New Definition of Luxury: Reimagining Waldorf Hotels for a New Generation of Global Travelers
As luxury travel evolved, Waldorf Astoria needed to modernize its image without losing its heritage. The global brand strategy blended timeless sophistication with digital storytelling and multilingual campaigns across LATAM, EMEA, and APAC, reaching millions worldwide and positioning Waldorf as a contemporary symbol of culture and connection.
HRS Takes the Global Stage: Driving Engagement for the Annual Conference of 13,000 Cardiac Leaders
Attracting more than 13,000 electrophysiologists and researchers, HRS’s annual conference became a global platform for cardiac innovation. Through integrated digital marketing, media relations, and real-time storytelling, I helped expand its reach across 40 countries and solidify HRS’s position as the world’s voice in heart rhythm science.
MORE WORK SAMPLES
(CLICK IMAGES TO VIEW LARGER)
The “Silence No More” campaign combined an animated video, integrated landing page, blogs, shareable social graphics, a text-to-pledge tool, and advocacy resources—including an infographic and guides—to raise awareness about workplace violence against nurses and drive public action. The campaign garnered 25,000 pledges, which were delivered to congressional leaders and helped elevate the issue in policy discussions.
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To raise national awareness about the alarming rise of workplace violence against nurses, ANA produced a powerful animated video illustrating the daily realities nurses face on the job. The video underscores sobering statistics—one in four nurses are assaulted annually, and more than one million nurses have experienced workplace violence—while calling for systemic change.
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Directed a nationwide campaign that spotlighted the personal stories of frontline nurses through blogs, digital ads, email, and a storytelling hub. The authentic content connected donors and brands to the urgency of supporting nurses during COVID-19. In its first year, the initiative generated $3 million in sponsorships, with support from Johnson & Johnson, Burger King, Full Bloom, and a leading mindfulness app.
To raise awareness, we created “End Nurse Abuse,” a four-minute video featuring nurses sharing real accounts of the abuse and violence they endure on the job. The video has generated some 2,000 views and increased awareness of nurse abuse by earning 100,000 impressions. Highlighted the problem of workplace violence against nurses in a compelling four-minute video, winning in the ‘Interview’ and 'Non-Profit' categories of Ragan’s Video, Visual & Virtual Awards.
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Created ANA’s brand style guide to define the visual identity, tone, and messaging for all mission-driven advocacy work. The guide ensured consistency across national campaigns, digital communications, and policy initiatives—establishing a clear, recognizable brand that strengthened ANA’s voice in healthcare advocacy.
Launched 'Say Hello to Canopy' campaign in regional markets to support the launch of five Canopy Hotels. Tapped local influencers to share their favorite neighborhood destinations, sparking conversations between locals and travelers on social channels. Partnered with local-area Canopy marketing teams to provide branded marketing collateral to support hotel launch efforts in EMEA and the US. regions.
Enhanced the Heart Rhythm Society's brand identity, which included a slightly modified logo, an all new style guide, and revised templates for emails, presentations, letterhead, and print advertisements. Managed the project overseeing the creative direction and communication to HRS stakeholders.
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Developed brand strategy, advertising, and collateral for events in the U.S., Europe, and Asia. Conducted post-show evaluation, converting sales leads into qualified customers or reinstated members.
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Raised public knowledge about atrial fibrillation, the most common cardiac arrhythmia in the U.S. by creating a variety of print and online promotional items, (advertorials, emails, pull-up banners, and starter resource kits). This international awareness campaign, won promotional awards, increased sales, and generated increased engagement.
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Led the global marketing strategy for CareFirst’s Federal Employee Health Benefits Plan, engaging federal employees across the DMV and overseas. Directed omnichannel campaigns spanning digital, social, and print to drive plan awareness and enrollment. Partnered with global media outlets to optimize targeting and reach, resulting in 17.3 million impressions and 3,656 non-member leads—positioning CareFirst as a top choice for the federal workforce worldwide.