​Goal: Successfully introduce the new practice and its providers to the community under the parent medical group's brand, increasing both awareness and patient volume for elective plastic and cosmetic procedures. 

As the Senior Marketing Brand Manager, I provided strategic oversight and direction. I managed the project lifecycle, ensuring alignment between the internal marketing team, external creative agency, and clinical stakeholders. I was directly responsible for developing the messaging framework and analyzing final performance analytics. 

Our internal marketing team and external agency created an integrated marketing campaign. Assets included:

• Digital: targeted social media ads and paid search. 

• Outdoor billboards: strategically placed, eye-catching outdoor creative. 

• Print: High-end magazine and newspaper placements. 

• PR & Content: Patient success story development, press releases announcing the practice integration, and collateral assets. 

• Successfully met the campaign goal of reaching 75% of the target audience (Women 30+) with Plastics messaging at least 2x per week.

• Paid Search (SEM) efforts were highly effective, achieving a CTR (click through rate) of 13.5%, significantly outperforming the projected industry benchmark of 5%.

• Captured new patient interest by ensuring 98% of paid search clicks originated from non-Erlanger, cosmetic procedure-focused terms (e.g., 'Cosmetic Procedure for face,' 'Breast Lift').

• Digital awareness channels (Meta/Social) drove strong awareness and efficient reach, hitting goals while keeping costs low.