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Special Project

Special Project
From the 5th Annual Shorty Social Good Awards


Entered in Healthcare & Pharma


EDLoop is a start-up founded by a female emergency department physician. This technology makes it easy for physicians and hospital staff to communicate with patients and their families in a quick and safe environment. The goal is to help facilitate communication with the patient and their families in a time in their lives when every minute matters. When COVID hit, EDLoop's mission became more critical as there was a national shortage of PPE supplies during a global pandemic. Limiting face-to-face interactions while in the emergency department helps to keep hospital staff and patients safe, and EDLoop makes sure that isn't at the expense of fast, critical communications between the groups.

Strategy and Execution

Iron Light developed the brand, website, and print materials for EDLoop to educate hospital administrators and other stakeholders about this technology that can speed up communication between the physician and the patient. Dr. Mendoza reached out to key stakeholders and made an appeal to lawmakers in a Chicago Tribune opinion article.


Just after developing these marketing assets, we quickly turned around new ones that highlighted how the adoption of this technology can save PPE and lives during a global pandemic. Founder Carrie Mendoza was featured in the Chicago Tribune with her appeal to state lawmakers to help flatten the bureaucracy. "Those on the front lines know the bureaucracy of medicine has gotten in the way of the sacred doctor-patient relationship. During this crisis, managers and algorithms can’t save people. Medical professionals can. Commonsense operational changes physicians have wanted for years are finally being implemented."


Entrant Company / Organization Name

Iron Light, EDLoop