Integrated Content Strategy & Campaign Portfolio
Prepared for Sandra Phillips | UC San Diego Health
Sandra,
Following our call, I’ve organized a selection of work samples demonstrating how I translate core marketing mechanics into an academic healthcare setting. Below is a breakdown of my experience across executive campaign orchestration, CRM lead routing, patient-centered copy, and provider collaboration.
CROSS-FUNCTIONAL & EXECUTIVE CAMPAIGNS
End-of-Year Board & Development Email Campaign ($400k Raised)
Role & Collaborators: Lead Writer & Strategist
Partnered directly with Board Members & Development Team
Strategic Workflow & Impact:
Executive & Board Alignment: Collaborated closely with Board Members and Development leadership to align messaging hierarchy with year-end fundraising goals and donor stewardship strategy.
Patient & Family Storytelling: Translated sensitive medical and survivorship journeys into inspiring, health-literate email copy ("How This Family Found Hope After Childhood Cancer") paired with embedded video content.
Measurable Impact: Distributed across segmented CRM contact streams as part of an end-of-year campaign that successfully raised $400,000 for cancer survivor scholarships.
CRM ARCHITECTURE & AUTOMATED LEAD INTAKE
Live HubSpot Intake Forms & Workflow Logic
Platform: HubSpot CRM
Strategic Intent: Designed user-friendly conversion forms structured to capture high-intent user data and route prospective leads directly into automated nurture journeys and event workflows.
Relevance to CRM Migration: Demonstrates hands-on knowledge of backend form fields, lead routing, and data structure—essential skills for maintaining data integrity during major CRM migrations (e.g., Microsoft Dynamics).
HEALTHCARE SEO & CONVERSION ARCHITECTURE
Patient Search Intent & Clinical Web Strategy
Publication: LK Creative Consulting Blog
Strategic Intent: Translating clinical offerings into plain-language narrative pathways that answer high-intent search queries and guide prospective patients to book care.
FEATURED ARTICLES
Why Service Lists Don't Sell: Turning Your Practice Site into a Conversion Hub
Focus: Structuring clinical web copy into narrative patient pathways.
👉 Full Article: Turning Service Lists into Conversion Hubs →
The San Diego Practice Blueprint: How Elite Clinics Capture High-Intent Local Search
Focus: Local SEO, search intent, and eliminating patient intake friction in San Diego.
👉 Full Article: The San Diego Practice Blueprint →
PROVIDER COLLATERAL & PRINT MATERIAL
Clinical Marketing & Patient Onboarding Guide
Strategic Workflow:
Clinician Collaboration: Worked 1-on-1 with a lead provider to translate complex neurological and structural concepts into accessible, health-literate patient education.
3-Step Patient Journey: Structured a clear onboarding pathway (Visit 1: Analysis $Visit 2: Diagnostic Review, Visit 3: Findings & Strategy) to reduce patient anxiety and build trust.
Offline-to-Digital CTA: Paired print collateral with a clear $120 offer, QR code, and direct phone CTA for instant appointment booking.
Ready to Support UC San Diego Health's Growth
Thank you for reviewing these materials, Sandra! I’m excited about the opportunity to bring my experience in integrated marketing, CRM workflows, executive stakeholder management, and patient-centered storytelling to your team.