Danaher Reintroducing a Fortune 150 company as the leader it always was
Overview
Danaher was a Fortune 150 science and technology leader whose impact was largely understood through its operating companies, leaving the parent brand relatively unknown beyond Wall Street.
As part of Lippincott’s transformation of Danaher around Innovation at the Speed of Life, I helped shape the content strategy and digital narrative for the new Danaher.com, leading SEO and writing 20+ pages in the new brand voice.
The challenge
Danaher had a powerful story to tell, but its website read more like a holding company’s than a science leader’s. Its businesses were advancing breakthroughs across healthcare and life sciences, yet the parent brand lacked a compelling way to communicate their collective impact.
The opportunity was to make Danaher more visible, relevant, and recognizable to audiences beyond investors.
Before: Danaher.com in 2022
After: the new Danaher.com
The approach
Finding the story behind the science
I helped lead content audits, stakeholder interviews, audience research, and a two-day workshop to clarify who the website needed to reach and what the Danaher brand needed to communicate.
From that work, I developed content pillars grounded in real-world impact, scientific expertise, and the stories behind Danaher’s innovations—giving the parent brand a clearer narrative beyond its portfolio of businesses.
Building a clearer digital experience
I partnered with UX and design teams to shape the site’s information architecture, taxonomy, and modular content system.
The goal was to make a complex organization easier to understand while creating a flexible foundation for future content and growth.
Giving the new brand a voice
I wrote 20+ pages of website copy, translating the new positioning into clear, engaging language that balanced scientific credibility with human relevance.
SEO was integrated from the outset, helping the site communicate its value to both audiences and search engines. I also trained Danaher’s marketing team on the new CMS to support ongoing content management.
About Danaher
Science