Regional Marketing Manager

SPECIALTY CAMPAIGNS

Jordan Dixon Campaign.pdf

Jordan Dixon Pediatric Trauma Campaign

Our pediatric trauma center needed increased awareness of its lifesaving capabilities. Jordan Dixon's inspiring story presented an opportunity to highlight our level II Trauma facilities capabilities.

I was tasked with managing a multimedia campaign showcasing Jordan's journey and our pediatric trauma expertise. My objectives included boosting perception of our center's quality of care.

I led production of a TV spot and other assets featuring Jordan. I developed a distribution strategy utilizing TV, radio, movie theater pre-roll, outdoor billboards, digital, and social media. I managed deployment across channels and optimized based on engagement metrics.

The integrated omnichannel campaign significantly lifted awareness and favorability of our pediatric trauma center. Jordan's story created an emotional connection that drove home our lifesaving expertise. My effective channel mix and project leadership exceeded key campaign goals.

By leveraging Jordan's firsthand account, I executed an impactful multimedia campaign that heightened awareness of our pediatric trauma capabilities and quality outcomes. The strategic promotion of his story delivered measurable gains for the center.

Pediatric Patient Engagement

Ministry Medical Group needed to increase well child visits and reengage lapsed patients. I saw an opportunity to promote the importance of annual pediatric check-ups.

My goal was to execute an awareness campaign targeting mothers to schedule their child’s annual exam and boost engagement among existing patients.

I worked cross-functionally to create radio spots and social media content focused on preventative care. Billboards with providers welcomed new patients. We offered a small branded gift for completing visits. I managed paid search/social campaigns and SEO to drive appointments. I tracked response metrics and optimized accordingly.

The campaign resulted in a 15% lift in well child visit volume over a 6 month period, exceeding goals. Mothers responded positively to the outreach conveying the value of annual check-ups. The campaign also reactivated lapsed patients.

By taking an integrated promotional approach focused on mothers, I helped drive engagement that led to more children receiving vital health services. The campaign’s effectiveness validated the strategy of positioning provider partnerships and preventative care.

MMG_Pediatric_Birthday Card_Final.pdf

AMG_UrgentCare_DM_2016_prf 3.pdf

Adult Patient Engagement

Ministry & Affinity Medical Group needed to acquire 10,000 new patients within the next year to hit growth targets. I worked cross-functionally to promote our convenient, patient-centric care.

Our objectives included developing and executing an awareness campaign targeting new patient acquisition and re-engaging lapsed patients, particularly among key adult demographics.

I created radio and digital ads positioning our team-based care model and focus on whole person health, with billboards highlighting available providers. We targeted paid search/social to specific demographics and conditions. We tracked lead response metrics across channels to optimize spend. We also leveraged ER patient referrals.

The integrated campaign delivered over 10,000 new patients within the year. Ad response and referral rates exceeded expectations. By conveying our healthcare approach focused on patient needs and relationships, the promotion resonated with adults seeking compassionate, coordinated care.

My strategic messaging and cross-channel promotion effectively drove new patient acquisition and grew our adult market share. The success supported scaling the campaign model across other service lines.

Patient Engagement - Urgent Care Tactics Plan

Unassigned Urgent Care Patients

Brand Building

Ministry & Affinity Employer Solutions Rebrand

Ministry Health Care was merging its occupational health division with Affinity Medical Group. A cohesive brand strategy was needed to convey the new joint entity and service offering.

I was brought on to lead the employer solutions rebrand - researching the market, developing positioning, guiding identity design, and launching the new brand.

I conducted competitive analysis to inform rebrand strategy. I worked with leadership to define messaging emphasizing our comprehensive cost-saving employer clinic solutions. I managed logo redesign and visual identity to optimize alignment under Ministry & Affinity Employer Solutions. I developed launch plans and change management to transition teams and clients.

The successful rebrand unified two organizations under one clearly defined employer health services brand. Client and employee feedback was overwhelmingly positive. The rebrand enabled internal realignment while presenting an integrated offering that drove $1.2M in new revenue from employers in the first year.

By leading the research, strategy, and execution of the rebrand, I helped launch a new brand that clarified our expanded employer solutions capabilities, driving business growth and positioning Ministry & Affinity as a major player in the market.

Employer Solutions - Worzalla publishing

As the lead member of the marketing team for Ministry & Affinity Medical Group Employer Solutions, I developed a strategic campaign to promote the growth of our onsite and near-site employer clinic services.

Recognizing an opportunity to showcase our configurable solutions, I developed the concept of partnering with three local businesses across different industries to highlight the versatility of our offerings. I collaborated with the sales team to identify and connect with target companies that could benefit from onsite care.

We secured partnerships with Worzalla Publishing, Crystal Finishing & Kolbe & Kolbe Windows & Doors. I then worked with the marketing team and a video production crew to create marketing assets and content that conveyed how our tailored solutions helped meet the unique needs of these three employers while improving their workforce healthcare.

The success of the campaign drove increased interest in our employer clinic services. By strategically promoting our ability to deliver affordable, versatile healthcare directly to the worksite, I helped expand the reach and impact of Ministry & Affinity Medical Group’s Employer Solutions.

Employer Solutions - Crystal Finishing

This 3-minute video highlights the success of the onsite health clinic implemented by Ministry Health Care at Crystal Finishings' manufacturing facility. As the project manager, I organized and oversaw all aspects of the video production, from planning the shoot on location at Crystal Finishings to managing the editing and finalization of the video.

My responsibilities included building out the campaign strategy, coordinating schedules for filming, and serving as the main point of contact between Crystal Finishings and the video production team. I ensured we captured the necessary footage and interviews to bring the story to life while sticking to timelines and budget.

Through strategic planning and collaboration, I led the creation of an impactful video that demonstrates how the onsite care model has improved workforce health and engagement while providing significant cost savings for Crystal Finishings. The video provides a compelling showcase of the value Ministry Health Care delivers through its innovative employer clinic solutions.

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