Paragonix Technologies

OVERVIEW

Paragonix is a medtech company specializing in the transport and preservation of organs from donor to recipient.

In an industry where there is no room for error, trust is built long before anyone reads a spec sheet. Keeping everything we make consistent, across every product page and format, is what makes the brand feel as dependable as the technology behind it.

ROLE

Sr. Creative Marketing Specialist
Web Design, Video and Photo Production, Strategic Marketing, Visual Design & Branding, Graphic Design, Vendor Management


Aug. 2023 - Ongoing

Background

In transplantation, each case is both heartbreaking and hopeful. On one side of the journey there is a family who has just made one of the hardest decisions; on the other side there is someone with a second chance at life. Between the two is a team making the best decisions for their patients with the information they have.

Every piece of content we make carries that weight, whether it's a one-pager on the latest advancements in our devices, a website a surgeon lands on at 2am, or a library of training videos built to anticipate every scenario.




I’m the Senior Creative Marketing Specialist at Paragonix. I set the visual direction across everything external-facing. That means I manage the website, build design systems, produce video trainings from start to finish, direct photo shoots, and design event materials. I also direct the vendors we partner with for animation, print, and booth builds.

Some of my key achievements with the company include:

• Search. Rebuilt our search strategy from the ground up and moved every ranking metric that mattered: organic traffic, page-one rankings, and visibility in AI answers.
  

• Visual direction. Lead and maintain the brand across six products, a clinical services line, and a digital platform.

• Design systems. Built a template library to keep pace with volume, then a design system in Claude that the whole marketing team uses to produce on-brand work.

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Designs

I design for six products, a clinical services line, and a digital platform, everything from one-pagers to trade show booths. Most of it is made for surgeons, transplant coordinators, and the hospital teams deciding what to buy. Often they're the same people using the products every day.

Everything has to read as one company without looking interchangeable, across print, web, email, and a show floor. That comes down to knowing the brand guidelines and building shared templates on top of them.


The launch: KidneyVault was a first for us and for the field: a kidney perfusion device small enough to fit in a commercial airline seat. It came together faster than anyone planned, leaving about three months between FDA submission and full market release.

At the last minute, the board decided to announce it at a conference just before the official launch. Instead of a press release with a controlled narrative, we'd be live-demoing the product the first time anyone saw it, which meant far more training material, plus booth graphics.

Something had to give, but it couldn't be KidneyVault. This was an abdominal conference, so I set our thoracic products aside and put everything into the launch.

KidneyVault became the most successful product launch in the company’s history, adding nearly 20% to our annual revenue in the first year. 


Design template system: Refreshing our materials used to take a month. Now it takes less than a week.

After the company rebranded, none of our materials matched each other anymore. The difference is a set of templates: master files for every format, shared components, and clear rules about what's allowed to change and what isn't.

It's also what lets the rest of the team move without me. They can pull a template and produce something on-brand without a designer in the loop, which frees me for the work that actually needs one.

The Website

Click to see more.

I'm the only person at Paragonix who touches the website. I design the pages, build them, write the HTML and CSS, run the SEO/AEO, and manage developers who handle the animations.

SEO/AEO: Before I took over, the site had no keyword strategy. I taught myself SEO, brought in Ahrefs, and wrote the strategy we still use today.

Then, about six months ago, I did it again. When AI changed the way people search, I learned AEO and built an approach aimed at ranking in AI answers.

Page-one rankings went up 49%. Organic traffic went up 32%. Appearances in AI Overviews went up 70%. That last one was the number I was least sure how to move, and the one I watch most closely now.

Building: The site runs on Webflow. Once the underlying system is in place, keeping modules consistent and on-brand becomes straightforward. I handle that through design systems and class structures, CMS collections, and custom HTML/CSS.

Photo / Video

I run shoots end to end. I plan the shot list, direct on set, and cut the final footage myself in Premiere.


For the KidneyVault launch, I produced a full playlist of demo videos, published on YouTube, that walk clinicians through the device and can be referenced in the field. The only help I had was from the clinicians handling the device. I owned everything else: shot list, lighting, set, directing, and the editing. The videos let the teams using our products handle the devices independently, with less hands-on support from us.

Not every shoot is in a studio. When our services team was acquired, they had almost no marketing assets, so I planned a photo shoot myself. I was the only person from marketing on the project. I worked with our logistics team to get the services team on set and to schedule the tarmac and the jet.

I arrived the day before to find the set wasn't ready, on what was forecast to be the hottest day of the year. So I got creative. I resequenced the shot list to protect the shots we couldn't afford to lose, built a schedule with breaks in the AC throughout the day, and started as early as possible for the best light and the coolest weather.

That library is finished now and starting to show up across services materials.

Beyond

Some of my favorite projects have started as problems nobody had assigned me. When our team kept rebuilding the same decks and documents by hand, I built a design system in Claude that generates on-brand slide and document layouts from our brand guidelines and my template library. Now the team can handle most of the repetitive work themselves, while I stay the final sign-off on anything that goes out.

None of that was in my job description. Most of what I'm proudest of wasn't. I taught myself SEO, then taught myself AEO when search changed. I picked up enough HTML and CSS to own our website. The design work is the center of the job, but the parts around it, such as how people find us, how the work scales, and what a new tool makes possible, are the parts I keep pulling toward.