top of page

Building a Healthcare Brand

I lead a team of 16 strategists, creatives, paid specialists and analysts in running the entire digital marketing footprint for pharmaceutical brand Vericel in promotion of their knee cartilage repair procedure — MACI.

 

The Task:

Develop a full funnel, omni-channel marketing program designed to nurture both patient and healthcare provider (HCP) leads from the first touch with the brand down the marketing funnel through to consideration and conversion via retargeting – ultimately driving form submissions at the Vericel website. These form fills enable us to continue to nurture leads through email marketing and real world sales outreach.

​​

Approach:

The program includes:

​

Patient Marketing

  • Targeted paid social media and digital campaigns across Facebook, Instagram, Reddit, TikTok, X, YouTube, paid search and programmatic ads (Display, Native).

  • An influencer program featuring popular physical therapists with a relevant following of users with aches and pains, including knee pain. These influencers share knee pain exercises and patient interviews, driving awareness and education of the MACI brand​.

  • The launch of Instagram and TikTok channels dedicated to sharing patient testimonials and information on procedure benefits.

  • A Facebook Live program featuring patients and HCPs providing deeper education on the MACI patient rehab experience.

  • Broadcast quality video testimonials featuring 5-time Olympian and MACI patient Dara Torres.

  • The launch of a patient microsite.

​​

​Physician Marketing

  • Paid campaigns across LinkedIn, Reddit, Facebook, X, programmatic ads (Display, Native), paid search, Doximity and VuMedi.

  • A social advocacy program delivering suggested social content for healthcare providers to share from their channels and drive deeper consideration of the procedure among their peer HCPs.

  • The launch of a new LinkedIn channel promoting upcoming HCP events and sharing information on the advantages of MACI from a healthcare provider's perspective.

  • The launch of a healthcare provider blog.

  • Regional media relations.

​

Impact & Results:

​

2024 year over year wins have included the following metrics.

  • 167% Increase in Video View Rate vs. March 2023​

  • 54% Increase in Click-Through Rate vs. March 2023​

  • 116% Increase in Web Engagement vs. March 2023​

  • 70% Decrease in Cost Per Lead QoQ

bottom of page