How Curology Uses Writer to Scale AI Content Across Five Teams

Curology operates at the intersection of telehealth, consumer goods, and technology, serving customers with personalized prescription skincare across two brands — Curology and Agency. The company’s UX and content design teams own the entire customer journey, from website copy and landing pages to patient care experiences and provider software. As the pace of business accelerated, a small team responsible for both brands faced mounting pressure: produce more content, maintain brand consistency, pass legal and medical review on every piece, and do it without adding headcount.

The underlying problem was structural. Style guides existed as static documents that people couldn’t reliably find or enforce. Every piece of content — emails, web copy, social posts, product descriptions — required manual review from medical and legal teams to catch compliance issues. Specific product names like “spironolactone” and “minoxidil” were easy to misspell or format inconsistently. The two brands had distinct voices that were difficult to maintain without a centralized system. And when new team members joined, onboarding them to content standards took significant time.

Curology evaluated generative AI solutions with strict criteria. HIPAA and SOC 2 Type II compliance were requirements, not preferences — the company handles health and patient data, and any AI system had to guarantee data privacy. Writer met those requirements and added something more: the ability to embed style guides, legal disclaimers, product terminology, and brand voice directly into the tools teams already use. Rather than a standalone platform requiring additional training, Writer operated as a plugin in Figma, Google Chrome, and other everyday tools. The lifecycle team was first to adopt, initially for email generation; a blind test comparing Writer-generated copy to internally written copy found Writer outperformed the manual output.

From that starting point, adoption expanded across five corporate functions. Legal teams use Writer to manage 20-30 page compliance documents, drafting, scanning, and distributing them with Writer’s assistance. The social media team runs voice calibration for Curology and Agency separately, maintaining distinct tones across platforms. Medical reviewers now receive content that has already passed automated compliance checks — their feedback has shifted from line-editing to strategic direction. For every user, the productivity gain is 50%.

Curology is building Writer into its content design system as a permanent component. The next phase focuses on deeper voice calibration for both brands, more advanced prompt crafting, and expanding use cases in marketing and social. As the Director of User Experience framed it, having Writer frees up brain space — allowing the team to work on the future vision rather than the daily checklist of content tasks that previously consumed their capacity.