Summary:
As an Assistant Director of Marketing, I led the development of a year-long, multi-phase campaign promoting an orthopedic service line. This initiative was designed around seasonal messaging rotations that aligned with specialty-specific service lines, such as sports injuries in the fall and joint care in winter. Ensuring relevance to patient needs throughout the year.
Using market segmentation and behavioral insights, I crafted multimedia strategies across digital, print, and out-of-home channels. I developed unified messaging tailored to each format, led collaboration between creative, clinical, and media teams, and managed the full scope of campaign execution. Including timelines, deliverables, and budget tracking.
Key Results:
- 📈 12% growth in clinic volume during the campaign year
- ⭐ 50% increase in 5-star patient reviews, reflecting a boost in patient experience and engagement
- 🏆 Award-winning campaign recognized for creative excellence and results-driven strategy
Key Deliverables:
• Strategic planning docs by specialty of focus
• Seasonal messaging frameworks and rollout calendars
• Creative briefs for digital, print, and broadcast teams
• Mockups & final deliverables (Newspaper, Digital Ads, Billboards, Commercials)
• Project management of cross-functional teams and vendors
• Campaign budget oversight and timeline ownership
