Writing Samples

Client: Dr. Raj Shani

Project: Medical copywriting for surgical specialty pages of new sports medicine practice website – ACL

Client: BeautyFeel International

Project: Medical copywriting for Belgian company’s new hyaluronic acid dermal filler — Beauty Feel I

Client: Mark Vogel, M.A. for Stanford University Hospital

Project: Medical copywriting for specialty surgery pages — Total Shoulder Replacement Surgery

Client: Project Inform

Project: Action Alert to pressure California Governor Schwarzenegger to fully find HIV/AIDS commitments

Client: American Humanist Association

Project:Article on social media in the 2008 Burmese revolution — The Revolution Will Be Transmitted: Web 2.0 and Upheaval in Burma


The anterior cruciate ligament (ACL) is one of the four major ligaments in the knee. The ACL is in the middle of the knee and connects the shinbone to the thighbone, keeping these two bones vertically aligned. ACL injuries often happen while playing basketball, football, soccer, and skiing. They are frequently caused by blunt force to the knee, twisting while changing directions, landing hard, or overextending the knee. For injured athletes who want to get back to playing sports, expert ACL reconstruction is vital.

Dr. Shani performs ACL reconstruction surgery using an arthroscopic technique with small incisions around the knee joint, making this surgery a minimally invasive outpatient procedure. A small camera is used to examine the ACL injury and surrounding tissue, and Dr. Shani carefully removes the torn ACL. Dr. Shani then drills holes into the upper and lower leg bones to anchor the newly reconstructed ACL into the correct anatomic position. Screws or buttons are then used to anchor the new ACL in place until the new ligament fuses to the bone.

ACL surgery requires the transplantation of new tissue to replace the torn ACL. Dr. Shani will discuss two transplant options with patients – allograft (donated tissue) or autograft (tissue from the patient). There are three main sources of autograft tissue. These include obtaining tissue from either a portion of the patient’s patellar, quadriceps or hamstring tendons. In each option, excellent results are achievable to return to a high level of play and activity. The best choice will be individualized to each patient after discussion with Dr. Shani.

Dr. Shani performs Anatomical ACL reconstruction, an innovative technique that exactly replicates how the original ACL functioned. This increases the likelihood of patients returning to pre-injury sporting levels. In this type of procedure the grafted ACL is placed in the exact position of the injured ACL, reducing chances of injury in the future. Anatomical ACL is crucial for patients who have previously undergone ACL reconstruction or are at high risk for ACL injury.

Rehabilitation for ACL reconstruction usually takes six months. Working with Dr. Shani and a physical therapist, patients undergo individualized rehabilitation programs to ensure a complete recovery. After three months, most patients may return to light physical activities such as jogging and biking, but should avoid all pivoting and tackling sports. From three to six months, patients begin sports specific types of exercises to get ready to return to sports. After about six to eights months of physical therapy and consultations with Dr. Shani, most patients return to pre-injury sporting activities.

BeautyFeel I

As you pass your 30s and 40s, the signs of aging typically intensify. You know the drill: skin begins to change more rapidly and loose its elasticity. Smile lines becomes more pronounced. Wrinkles deepen.

BeautyFeel I (Cross-linked Sodium Hyaluronate 22 mg/ml) can turn back the clock on aging — smoothly filling wrinkles in the face. Talk to your doctor about erasing advancing signs of aging with BeautyFeel I gel implants.

A naturally occurring substance called hyaluronic acid (HA) is responsible for youthful skin’s elasticity and hydration. As you age, HA naturally escapes your body – and skin looses volume and structure.

BeautyFeel I is a smooth gel HA dermal filler used by your doctor to treat advancing signs of aging. And BeautyFeel I offers up to 9 months of long lasting results.

BeautyFeel I high viscosity gel uses special double-chained 3D cross-linking technology to act like an inflatable elastic cushion of HA. Each particle of HA is cross-linked with BDDE, bonded together to create a strong, yet elastic framework using. This framework may even allow vital nutrients such as oxygen and hormones to continue to pass through the skin. Beauty Feel I returns a youthful volume and natural elasticity to your skin.

BeautyFeel I is temporary dermal filler. This mean the gel implant moves with your skin as you continue to age. This benefit allows your skin to remain natural looking after treatment. And since HA is naturally occurring, BeautyFeel I gel implants are safely absorbed over 6 to 9 months.

Many doctors recommend touch up and follow-up treatments to compensate for continual changes in your aging skin. You may also ask your doctor about complimenting your treatment with BeautyFeel M to provide maximum hydration.

BeautyFeel I’s packaging includes an ergonomically designed sterile syringe. This allows your doctor to precisely inject BeautyFeel I smooth gel implants comfortably and for best results.

BeautyFeel I is a proven safe product. BeautyFeel’s gel fillers are manufactured under strict EU standards. Our products are homogenized to guarantee the smoothest and most even gels possible, and steam sterilized to produce safe and high quality products. As always, BeautyFeel never use materials from animals to manufacture our products.

Be sure to discuss your medical history with your doctor to make sure HA gel implants are right for you. BeautyFeel I is generally well tolerated, but should not be used in patients who are under 18 years old; who are pregnant or nursing; with a history of developing hypertrophic (raised) scarring; with a history of autoimmune disease or who are receiving immune therapy; and with a history of hypersensitivity to hyaluronic acid. Patients taking anticoagulants or platelet aggregation inhibitors (eg. ASS) should first consult their doctor before using BeautyFeel I. Your doctor will discuss with you possible side effects at the site of injection: redness with swelling that usually resolves within one week. Patients with sensitive skin may require a local anesthetic path or cream before treatment. Patients should not to apply any make-up for 12 hours after the injection, avoid prolonged exposure to UV rays and not use steam saunas for one week after treatment.

See article on BeautyFeel website

Total Shoulder Replacement Surgery

What Is Total Shoulder Replacement Surgery?
Total Shoulder Replacement Surgery replaces the bone surfaces of the shoulder’s ball and socket joint with a metal head (ball) attached to a stem in the upper arm (humerus) and a polyethylene plastic socket. The surgery is generally performed in cases where the cartilage becomes worn and the underlying bone develops spurs and other irregularities, which produce pain in the ball and socket joint of the shoulder and decreased range of motion in the arm.

Who Benefits
Those who have arthritis or degenerative joint disease that makes the shoulder stiff and painful benefit from Total Shoulder Replacement Surgery. The surgery can provide complete or nearly complete pain relief in most patients. Most normal activities of daily living, including light labor and sports can be resumed after successful surgery.

What’s Involved? How Long Will I Take to Recover?
First, an incision is made around the shoulder joint. This incision is usually made along the side or in front of the arm. The shoulder, including muscles and tendons, is moved away to allow access to the humeral head of the joint. The head of the humerus is removed. The hollow channel inside the humerus is prepared so that the humeral stem can be fit into position. Cement may or may not be used to secure the stem. The custom- fitted ball is secured to the end of the humeral stem. Finally, the shoulder joint is rejoined and all surrounding muscles and tendons are put back into normal position.

Hospital stays are usually one to three days in duration. Patients are generally sent home wearing a sling and should not attempt motion of the arm operated on except as directed by the surgeon. Generally patients will be given exercises to begin the healing process within a few days of the surgery. Patients can return to most normal activities within two to three months.

Project Inform

December 7, 2009   |   projectinform.org

Save California’s ADAP­­

California’s AIDS Drug Assistance Program is under threat….

Dear Friends,

It’s not even the holidays yet, but Governor Schwarzenegger has given people with HIV his gift early this year – a projected shortfall in California’s AIDS Drug Assistance Program. ADAP provides life saving medication to lower income Californians living with HIV/AIDS.

Advocates have estimated, based on existing program data, that ADAP will need up to an additional $100 million in Fiscal Year 2010-2011 to meet demand. Without new funding added to the program, ADAP will be unable to serve all who need it. The result is that many HIV+ Californians would be without access to life-saving medications.

Some of the potential state proposals for dealing with the budget shortfall include a reduction in eligibility to 200% of federal poverty level (about $21,660.00 annually), applying cost sharing to the program, and the elimination of service to 36 municipal jails in California. All of these proposals will leave too many HIV + Californian’s without their live saving medication.

So, what can you do?

Follow Project Inform’s Save California’s ADAP Facebook page and website section for more event information and continuing news on this pending crisis.

With the economic crisis and rising health care costs, it is projected next year that even more Californians will need the help of ADAP for their life-saving medication. If ADAP is not fully funded, many HIV+ Californians will get sick, and some will die.

ADAP is a life saving program which has allowed Californians with HIV/AIDS to live their lives fully, to do what they dream, and to live with dignity and health. Quite simply, ADAP equals life for over 35,000 Californians.

Thank you for your concern in this time of health care access uncertainty for too many Californians living with HIV/AIDS.


Project Inform’s Policy Team

Anne Donnelly
Director of Health Care Policy

Ryan Clary
Director of Public Policy

Michael Friedman
Program Associate

The Revolution Will Be Transmitted: Web 2.0 and Upheaval in Burma

The Saffron Revolution in Burma (officially Myanmar) is underway, and information is flowing out of the country (and back in) at a pace unimaginable to those who remember the 1988 uprising. This, in and of itself, is a revolution in crisis communication and real-time war reporting for the cloistered Burmese nation.
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"Michael is a fantastic social media strategist and writer. He knows exactly how to build numbers and create content that attracts attention. He's also exceedingly easy to work with and a wonderful person. I'd hire him again in a heartbeat."

Kristin Slye, Slye Marketing

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