Pathways of Florida
Behavioral health · Fractional CMO
Rebuilding the digital foundation and launching confidential self-pay and ketamine-assisted therapy service lines.
Portfolio
Healthcare marketing & SEO case studies.
Selected health-plan and healthcare work from my time as Senior Manager, Digital Marketing, plus healthcare and personal brand consulting through Welcome Place Marketing. Each was a team effort; the results below are ones I helped drive.
Florida Blue · Florida Blue's most successful brand campaign
My Kind of Blue
The challenge
Brand awareness was slipping under smaller budgets and new competitors, while Florida Blue needed Medicare share and growth in Hispanic markets in Tampa and Miami.
The work
- A three-year umbrella brand campaign celebrating Florida's communities, adapted in Spanish with a Hispanic-marketing agency partner.
- Data-driven media mix weighted to broadcast, OTT, YouTube and social video, plus billboards, streaming audio, Spotify and Pandora playlists, display and event activations.
34%
Ad recall vs. a 25% goal
58%
Ad recall among Spanish speakers in Miami
91%
Of Spanish-speaking respondents wanted to know more
Florida Blue · As featured on NPR's All Things Considered
“Puppies” digital video
The challenge
Florida Blue needed more awareness for its ACA plans in Miami against new entrants, but existing creative didn't work for digital audiences.
The work
- Redirected a creative-refresh budget into a low-cost :15 spot in English and Spanish, cast with adoptable dogs from a local rescue.
- Targeted adults 26–63 in Miami on YouTube, Facebook and Pandora Sponsored Listening ahead of Open Enrollment.
NPR
Feature article and a leadership interview on All Things Considered
74.1%
Pandora completion rate vs. a 64.9% benchmark
5×
Average views — Florida Blue's most viewed YouTube video
West Coast Blue plan · A year-long program that lifted Net Promoter Score
ACA member engagement
The challenge
Individual and family plan members were dissatisfied, skipping wellness visits and facing new competition in the state's largest counties.
The work
- A four-part Welcome, Stay Engaged, Motivate and Retain program timed to plan effective dates.
- Direct mail, email, SMS, portal banners and outbound calls focused on easier payments, clearer benefits and easier care.
−13 → 0
Net Promoter Score vs. a −11 goal
6.78
CX index vs. a 6.3 goal
−9%
Attrition from missed payments
Organic search growth
Doubled
Monthly organic clicks, year over year
Prior yearFollowing year
Confidential behavioral health provider · Organic search, AI visibility and higher-intent paid campaigns
Behavioral health search growth
The challenge
Educational content attracted most of the search traffic, while treatment-program pages struggled to reach people ready to seek care. Broad paid campaigns generated low-intent inquiries, and attribution needed to connect marketing activity with intake outcomes.
The work
- Contributed to a team-led search program built around treatment-seeker questions, educational topic clusters, technical fixes, internal linking and structured data.
- Supported AI visibility work that aligned content with family decision-making questions and tracked citations separately from brand mentions.
- Helped refocus paid search around priority service lines and the provider’s core service area, using CRM intake feedback and longer-call conversion signals to improve targeting.
- Supported local listing consistency and location-page improvements alongside the broader search strategy.
What we learned
Educational content drove discovery, but treatment-program pages remained the next opportunity. AI citations did not always translate into brand mentions, and intake lag meant paid performance needed a longer view than one month.
≈100%
Year-over-year growth in monthly organic search clicks
≈50%
Growth in AI citations over the tracked period
≈40%
Month-over-month growth in paid-search conversions
Client identity and reporting details are withheld; aggregate improvements are rounded for confidentiality. Metrics cover different comparison periods. Paid conversions are inquiries and qualifying calls, not confirmed admissions. Healthcare SEO consulting
AI referral engagement
97%
Engagement rate for AI-assistant referral visits
97% engaged3% not engaged
Engaged visits lasted at least 10 seconds, included another page view, or triggered a conversion event.
Confidential speaker & thought leader · Personal brand SEO, entity clarity and press consolidation
Rebuilding a speaker’s search visibility
The challenge
Press coverage, speaking pages and biographies were scattered across multiple places. Search engines and AI assistants lacked clear connections between the person, their expertise and their published work.
The work
- Delivered through Welcome Place Marketing, beginning with a knowledge graph audit to map the person, organization, speaking topics and published work—and check how the site represented those relationships.
- Consolidated press pages around a single authoritative biography so coverage reinforced a consistent personal brand.
- Refined page titles, headings, descriptions and structured data to make the person’s expertise and entity relationships clearer. Both engagement phases are complete.
What we learned
Making biographies, press coverage and structured data agree strengthened entity clarity alongside the observed traffic growth. The next step is conversion tracking so qualified inquiries and business outcomes can be evaluated—not inferred from visits.
≈6×
Organic search sessions versus the prior comparison window
12×
AI-assistant referral sessions, from a very small baseline
97%
Engagement rate for AI-assistant referral visits
Client identity is withheld and traffic ratios are rounded. Results are based on Google Analytics 4 exports for two thirteen-week windows. The starting audience was small; paid search, direct traffic and referrals also grew, so overall growth cannot be attributed solely to SEO. No conversion events were recorded in either window, and no lead or revenue results are claimed. AI referral engagement is not a measure of inquiries or sales. Personal brand services
More client work
Recent engagements.
Multi-location healthcare portfolio
Via Healthcare Success · Clients kept confidential
Organic impressions grew 15.2% year over year (3.3M to 3.8M); conversion audits across 17 sites; brief production cut from 20 hours to 6.
Yes.Fit
Consumer fitness app
Led six marketing managers, built the first customer experience team and earned national TV coverage for a charity virtual race.
Zyter | TruCare
B2B healthcare SaaS
Product and campaign marketing, HubSpot CRM implementation and segmentation for sales enablement.
Results come from specific engagements and are not forecasts or guarantees.