MiLHO Initiative Building a Brand That Connects and Scales

Helping a medical education platform reach the physicians who need it most

Project Snapshot

Helen Fosam created MIHLO to expand access to affordable, high-quality medical education for physicians across Africa. While her free diabetes course saw strong interest, paid courses weren’t reaching the general physicians she built them for. She came to me to help close that gap.

Discovery That Uncovered More Than a Brand

Through brand discovery and audience research, we uncovered the disconnect: while the content was strong, the messaging and delivery weren’t meeting the real needs of her audience. By surveying physicians across several African nations, we gained clarity on what they valued—accessible pricing, flexible learning, and trusted connections on platforms like LinkedIn.

Building a Strategy That Felt True

I guided MIHLO through a brand repositioning that aligned its message with what mattered most to its audience. We reworked the course pricing, refreshed the brand voice, and built a six-month LinkedIn strategy to meet physicians where they already were. I stayed hands-on as the brand alignment partner—leading strategy and oversight—while a talented creative team executed social media content, blogs, and video interviews that amplified MIHLO’s mission.

The Impact

In the first month of the new campaign, MIHLO’s LinkedIn reach grew by 40%, with more physicians engaging in conversations and downloading educational resources. Course enrollments increased, and the platform expanded accessibility through physician-led translations in 10+ languages—building a sustainable, community-rooted approach to improving patient care.

What Helen Said

"Dana helped me take an idea and turn it into a real brand with purpose and reach. Her team’s strategy and content made my work shine and helped me connect with the people who needed it most."

— Helen Fosam, Founder, MIHLO Initiative

Closing Thought

When your brand meets your audience where they are, growth becomes both possible and sustainable.