Bornholdt Lee

Bornholdt Lee is a Hamburg-based digital health company that develops and supports digital health products, including health apps, DiGAs, DiPAs, and software-as-a-medical-device solutions. Their work also covers consulting, product strategy, UX/UI, technical development, and regulatory topics in the German healthcare space.

I support the team with content strategy, editorial planning, competitor research, and the ghostwriting of professional articles. I create the briefs myself, plan the editorial direction, and shape topics from the start.

The content is written for a B2B audience, so I’m usually speaking to medical businesses, product teams, and healthcare professionals instead of patients or general readers. The topics reflect the full range of what Bornholdt Lee covers, from digital health and product-related questions to regulatory and market topics in Germany.

SEO is part of the work, but I also think a lot about LLM visibility and how articles are structured, phrased, and framed so they perform well in newer search environments. A lot of my role sits in that space before the draft even exists: researching competitors, spotting content gaps, building the brief, and then writing the piece in a way that fits the company’s voice and audience.