PORTFOLIO
Steve Muller
Brand, Digital, Leadership, Strategy, Award-Winning Content & Campaigns
in Healthcare, Pharma, Biotech Companies and Creative Agencies
Overview
I'm a brand builder and creative problem-solver with extensive leadership experience in agencies and the communications departments of global healthcare companies in San Francisco and Switzerland.Over the last 20 years, including a decade at Genentech, Roche, and Myovant, I've revitalized corporate brands through storytelling, social media, and digital marketing. My efforts have bolstered initiatives in women's health, oncology, and neurology, enhancing company profiles and linking scientific breakthroughs to global audiences.My success is rooted in crafting strategic brand campaigns and digital channel strategies, along with creating award-winning content that makes complex missions accessible and engaging.
With a unique skill set and experience leading teams and defining brands in the tightly regulated pharmaceutical industry, I'm eager to apply my strengths to a mission that matters, contributing to a team dedicated to making a significant impact on people’s lives.
THE WORK
Portfolio &
Case Studies
VIDEO SERIES
Women’s Health
Launch Initiative
SITUATION: To launch into the women’s health market, we needed to introduce the company while emphasizing its core priorities: a whole-person approach to care and an awareness of the societal factors influencing healthcare.ACTION: I led a cross-functional brainstorming session with teams across Transformative Advocacy, the CMO, and Commercial divisions. We focused on understanding the root causes of delays in diagnosis and treatment in reproductive health, particularly around conditions like uterine fibroids. We identified that these delays often stem from the way menstruation is discussed—or not discussed—by both patients and physicians. I oversaw the agency selection process and provided creative direction, translating these insights into compelling content that addressed the cultural conversation around menstruation.RESULTS: We produced a documentary-style campaign featuring interviews with mothers and daughters about “period talk.” The video-driven initiative was supported by an organic and paid social media and search strategy, resulting in over 1 million views and industry award recognition.
VIDEO SERIES
Disease Awareness
Video Series
SITUATION: A new company was entering the commercial pharma market with a prostate cancer medication. In a crowded market, it was crucial to connect with patients, physicians, and advocacy groups. The challenge was to find a unique angle that hadn’t been highlighted before. Through brainstorming sessions with internal experts in Medical, Commercial, and Advocacy, we identified a powerful insight: the outcomes and mental health of people with prostate cancer can be significantly improved through peer-to-peer connections.ACTION: I led agency selection, made key production decisions, and collaborated with advocacy groups to recruit participants. I was hands-on throughout, ensuring the content captured these discussions authentically. The result was a documentary-style film series that emphasized shared experiences and knowledge.RESULTS: In addition to receiving positive responses and shares from leading advocacy groups, the video-driven initiative was supported by an organic and paid social media and search strategy, resulting in over 1 million views and industry award recognition.
Branded Content
Multi-Channel
Brand Campaign
SITUATION: As our company celebrated its 40th anniversary, we wanted to showcase the strides we've made since pioneering the biotech industry. The goal was to inspire and inform everyone from employees to the broader public about our history of innovation.ACTION: I led a multichannel branded content campaign, "40 Years, 40 Defining Moments." This effort spanned various formats—podcasts, videos, and editorial pieces—each telling a part of our rich history of science, patient impact, and partnerships. My role was to creative direct and shepherd every story to completion, ensuring a cohesive narrative across all platforms, powered by social media promotion and employee activation.RESULTS: The campaign was tremendously successful, winning awards and breaking previous records for engagement on gene.com. It resonated within our community, generating pride and a strong sense of accomplishment among employees and stakeholders.
For a deeper dive into the 40 Defining Moments campaign, check out the landing page featuring all the stories: Video, illustration, long-form narrative, podcast, and virtual reality.
Rich Media
Interactive Web Feature
Even a company known for breakthrough medicines and stand-up-and-cheer data readouts, can benefit from sharing the long arc that led to those advances. To boost brand and reputation, I creative-directed a rich media, long-scroll interactive story: patient-first, with plenty of science and the ups and downs that come along with discovery.
CONTACT INFO