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Digital Marketing

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Compass Health Network

case studies

Digital Marketing, Designed with a UX Mindset

My digital marketing work is grounded in user-centered design and research, not guesswork. I approach campaigns the same way I approach product design—starting with user intent, testing hypotheses, and optimizing based on real behavior. By combining UX research, information architecture, accessibility best practices, and performance analytics, I design marketing experiences that are clear, compliant, and conversion-focused—helping users make confident decisions while driving measurable business outcomes.  I have been lucky enough to do consultant work for Aetna Medicare and Compass Health Network.  

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My Skills

  • Persona Creation

  • User Journeys

  • SEO Optimization

  • ASO Optimization

  • Web site design

  • Content creation

  • Web site graphics

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  • Advertisement design

  • e-commerce

  • email marketing

  • ecommerce stores

  • Marketing analytics

  • Develop customer loyalty

  • Marketing campaigns

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Personas Grounded in Data and Insight

I create personas to ensure design and marketing decisions stay anchored to real user needs—not assumptions. Each persona is informed by demographic data, behavioral patterns, and qualitative research, then refined with AI tools to synthesize insights, identify gaps, and pressure-test assumptions. This approach allows me to move faster while maintaining rigor, resulting in personas that are practical, evidence-based, and directly actionable for design, content, and conversion strategy.  Personas help translate a complex, high-stakes healthcare mission into clear, relevant, and compassionate digital marketing. Behavioral health decisions are deeply personal, often emotional, and shaped by factors like access, stigma, income, geography, and digital literacy. Personas ensure your messaging meets people where they actually are—not where we assume they are.

Challenges addressed by personas

  • Reaching the right people with the right message

  • Reducing confusion and drop-off

  • Designing for real barriers, not ideal users

  • Improving campaign performance and ROI

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Counseling Session Meeting

Customer Journeys that reveal what matters

I create customer user journeys to visualize how people move across touchpoints, where they succeed, and where friction occurs. Grounded in research, analytics, and demographic context—and accelerated with AI to synthesize patterns and validate assumptions—these journeys help identify emotional highs and lows, unmet needs, and opportunities for improvement. The result is a shared, actionable view that aligns design, content, and marketing decisions around real user behavior and measurable outcomes.  Below is an example of a patient seeking behavioral health care in rural Missouri through the Compass Health Network.

Challenges addressed by customer Journey maps

  • Drop-off between intent and action

  • Mismatch between marketing promises and reality

  • Overlooking emotional states

  • Designing for real-world constraints

  • Improving campaign performance and care access

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SEO: Compass Health Organic search

As part of my UX and digital strategy work for Compass Health, I treated SEO optimization as a core discoverability and accessibility problem, not just a marketing task.

  • I conducted a structured SEO review that included keyword research aligned to user search intent, competitive analysis of healthcare providers, and a content audit to identify gaps in service and location based visibility.

  • I evaluated on-page factors such as information architecture, page hierarchy, metadata, and internal linking, alongside technical elements like mobile performance, crawlability, and structured data.

  • I also assessed local SEO signals and content quality through an E-E-A-T lens to ensure the site effectively supported both patient trust and search engine comprehension.

  • These insights informed a prioritized roadmap that aligned user needs, business goals, and measurable improvements in organic search performance.

  • The goal was to have Compass Health appear organically nearer the beginning of Google search results for specific keywords.

View the report

View Suggested updates for the landing screen

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Email Campaign-Compass Dental 2026

The business goal of this campaign is to increase booked dental appointments at Compass Health Network’s dental clinics, especially among rural and small-town Missouri residents, by turning email subscribers into first-time and repeat patients.  More specifically, the campaign was designed to:

  • Drive new patient acquisition by lowering barriers to care (cost, fear, access)

  • Increase appointment volume and utilization at existing dental locations

  • Improve patient retention through regular recall and follow-up visits

  • Reduce reliance on higher-cost channels (walk-ins, call center scheduling, missed preventive care)

Email Funnel Structure

  • Acquisition: “We’re here, we’re affordable, we accept Medicaid”

  • Education/Newsletter: build trust and reduce anxiety.

  • Promotion: create urgency to schedule,

  • Retention: keep patience coming back for regular check-ups and maintenance.

Acquisition

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Goal:

Generate the first appointment

Metrics:

  • Open rate (trust + awareness)

  • CTR to scheduling

  • New patient appointments

  • Cost per appointment (if tied to paid acquisition)

Key Question:

Are people booking appointments

Newsletter

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Goal:

Reduce anxiety, build confidence

Metrics:

  • Time on email (scroll depth in HubSpot)

  • CTR (even if lower than promos)

  • Assisted conversions (booked later)

Key Question:

Did this email help someone book later?

Promotional

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Goal:

Urgency-driven scheduling

Metrics:

  • Spike in bookings within 48–72 hours

  • CTR vs baseline

  • Monitor unsubscribes 

Key Question:

Did urgency convert without burning trust?

Retention

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Goal:

Repeat visits (6-month cadence)

Metrics:

  • Repeat appointment rate

  • Time since last visit

  • Appointment frequency per patient

Key Question:

Are we keeping patients in care?

KPI Summary

Primary KPI:

Appointments booked from email

Supporting KPIs:

  • Open rate

  • CTR

  • Click-to-appointment conversion

  • Repeat visit rate

email Design Considerations

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  • Mobile-first, easy to scan: One-column layout with a clear path from logo → photo → headline → CTA.

  • Clear CTA: Big “Schedule Your Visit” button with strong spacing and contrast.

  • Trust-building image: Friendly dentist + child to reduce fear and feel welcoming.

  • Simple, local language: Mentions small-town care, affordability, and “no judgment.”

  • Quick service summary: 4 tiles highlight preventive, urgent, kids/adults, and Medicaid/insurance.

  • Removes cost concerns: Medicaid and insurance acceptance is easy to spot.

  • Encourages return visits: “If it’s been a while…” reassures overdue patients.

  • Low distraction: One main action; extras (social/footer) placed at the bottom.

  • Supports self-serve booking: Pushes online scheduling to reduce calls and walk-ins.

  • Accessibility mindful: Readable text, large tap targets, and contrast/alt-text considerations.

Key campaign results

Here are the results of the 4 week email campaign. Here you can see that the open rate was strong and over-all numbers were healthy:

  • Emails sent: 42,000

  • Delivered: 40,530 (96.5%)

  • Bounce rate: 3.5% (1,470)

  • Open rate: 31.8% (12,890 opens)

  • Click-to-open rate (CTOR): 14.6% (1,880 clicks / 12,890 opens)

  • Click-through rate (CTR): 4.6% (1,880 clicks / 40,530 delivered)

  • Forward rate: 0.30% (120 forwards)

  • Unsubscribe rate (optional, FYI): 0.25% (100 unsubscribes)

  • Overall conversions (booked appointments attributed to email): 205 bookings

  • Conversion rate (delivered → booking): 0.51% (205 / 40,530)

  • Click → booking conversion rate: 10.9% (205 / 1,880)

  • New patients: 132 (64% of bookings)

  • Returning patients: 73 (36% of bookings)

  • Appointment utilization lift at participating clinics: +6–9% during campaign window (directional)

Facebook add campaign

Coming Soon

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