ESTHER E. HASKINS, DBA, MBA, MPS
AWARD-WINNING MARKETING & COMMUNICATIONS EXECUTIVE
info@AboutEH.com
PUBLIC RELATIONS / CORPORATE COMMUNICATIONS 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 agency leaders to earn certifications, gain confidence in IT acquisition, and apply technology-driven solutions across government healthcare programs.
Blue Rock Care transformed Healthy Aging Month into a citywide movement that redefined how seniors in Washington, DC think about wellness. Partnering with community groups, the DC Health Council, and assisted living facilities, the campaign combined education, outreach, and storytelling to inspire proactive health. As Marketing and Outreach Consultant, I led brand strategy, PR, and engagement—elevating Dr. Alka Gupta’s visibility, which led to her recognition as a “20 Under 40” honoree. These efforts also generated a 68% rise in website traffic and a 32% increase in appointments.
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 an urgent challenge: to reconnect with more than 4 million nurses and restore trust in its programs. Early Power BI dashboards revealed alarming trends — participation in education and professional development had dropped by over 40%, digital engagement was falling, and member sentiment reflected deep fatigue 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.
MORE WRITING SAMPLES
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Artificial intelligence is reshaping how the federal government operates, and the October 2023 Executive Order sets a new framework for ensuring its responsible use. This article explores how the order advances AI safety, equity, and innovation across agencies—and highlights how NITAAC supports federal AI initiatives through its GWAC contracts. Click to read the full article.
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NITAAC continues to expand contracting opportunities for small and disadvantaged businesses, aligning with federal goals to advance equity and inclusion in procurement. This article highlights how new initiatives and ramp-on programs are creating a more level playing field for underserved vendors across the federal landscape. Click to read the full article.
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This month’s BlueRock Care newsletter highlights practical ways seniors can stay healthy and balanced through the holiday season. From understanding how certain medications may affect the flu shot to simple strategies for staying active and well, the issue focuses on proactive wellness and mindful living. Click to read the full newsletter.
Seniors in the Washington, D.C. area face unique health challenges that require proactive strategies for maintaining wellness. Chronic conditions like heart disease, diabetes, and stroke are prevalent. Located at the Penn Branch Center, BlueRock Care is deeply rooted in the D.C. SE community and proud to serve its seniors with personalized care, practical wellness tips, and community-based support. Click to read more blog articles.
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In this op-ed for the American Nurses Association, Esther Haskins calls attention to the growing crisis of workplace violence in healthcare—where one in four nurses is assaulted on the job. She outlines the urgent need for systemic change, including zero-tolerance policies, stronger legislative protections, and a cultural shift to ensure nurses are safe, supported, and respected. See more great work including award-winning video series.
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In this op-ed for the Heart Rhythm Society, Esther Haskins spotlights the urgent need for awareness and early treatment of atrial fibrillation (AFib)—a condition expected to affect more than 12 million Americans by 2030. She underscores how education, screening, and collaboration among patients, providers, and policymakers can save lives and reduce preventable strokes.
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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.
This press release for the American Chemical Society spotlights groundbreaking research from the University of York on recycling LCD television waste into antimicrobial materials. By extracting polyvinyl alcohol (PVA) from discarded screens and bonding it with silver nanoparticles, scientists discovered a sustainable way to combat hospital infections—transforming e-waste into a potential tool for public health.
This press release for the American Chemical Society spotlights a breakthrough in sustainable golf course design—Complete Plant Growth Medium (CPMG). Developed by Dr. Rajan K. Vempati of ChK Group, the innovation mimics sand while improving water retention, reducing fertilizer use, and minimizing pesticide runoff. Presented at the 14th Annual Green Chemistry & Engineering Conference, this discovery redefines how environmental responsibility meets recreation. Click to read the full release.
This press release highlights the Smithsonian Young Benefactors’ 15th Annual Jolly Holiday Celebration, which raised $50,000 to support the Salvation Army’s Angel Tree program. The event brought together young professionals for a night of giving, music, and community spirit at the Smithsonian Castle, benefiting children and families in need across the D.C. area.