case study: careinsight (Fall, 2024)

 CareInsight, an early-stage AI healthcare company, needed to sharpen its GTM strategy, messaging, and buyer engagement to drive adoption of its GenAI platforms and establish a scalable growth marketing foundation.

 Build and lead integrated growth and demand generation efforts across product launch, website overhaul, and HLTH 2024 tradeshow, all with limited resources and tight timelines. 

• Built a lean, 2-person marketing team focused on execution, demand generation, and clarity 
• Led positioning and GTM strategy for CareAssistant.ai and CareWallet.ai
• Rewrote 10+ web pages, developed 5 personas, and launched multi-channel buyer journeys 
• Managed global design/dev team to relaunch the corporate site
• Directed HLTH 2024 event strategy, booth logistics, demo flow, and lead capture
• Designed and executed 3 integrated growth campaigns across email, social, and PR

• Increased demo conversions through UX optimization and CTA improvements 
• Generated 25+ qualified leads and 6 follow-up meetings at HLTH 
• Built a repeatable demand generation framework for future product launches
• Created a scalable marketing engine to support ongoing growth initiatives 
• Positioned CareInsight as a credible GenAI player in payer and provider markets

• Go-to-Market (GTM) & Growth Marketing Strategy 
• Messaging & Buyer Persona Development
• Website Strategy & Conversion Optimization
• Campaign Planning, Demand Generation & Execution 
• UX and Page Architecture Consulting
• Event Marketing & Lead Generation
• Sales Enablement Content
• Team Management & Cross-Functional Alignment

• GTM and growth marketing plans for CareAssistant.ai and CareWallet.ai 
• 10+ rewritten, conversion-optimized web pages focused on outcomes and clarity
• 3 Ideal Customer Profiles (ICPs) and 5 buyer personas
• 3 landing pages and 1 case study
• HLTH 2024 campaign: booth, demo flow, lead capture, outreach strategy, and 25+ qualified leads, 6 follow-ups, and improved sales alignment