CASE STUDY 01 Bexa

Building a Patient Acquisition Engine That Increased Bookings by 90% at Bexa

Role: Marketing Lead

Overview:

At Bexa, a women’s health technology company focused on improving participation in early breast cancer detection exams, I led marketing strategy focused on improving participation in early breast cancer detection exams. I am responsible for building and scaling the patient acquisition engine—driving awareness, increasing exam volume, and expanding access through both direct-to-consumer and partner-led channels.

The Challenge

1. Low awareness of preventative breast health solutions among target audiences

2. Need to drive patient action (bookings) in a sensitive healthcare category requiring trust

3. Fragmented acquisition approach across employer, community, and healthcare channels

4. Lack of scalable marketing infrastructure for partners to promote services effectively

Strategy:

To scale patient acquisition effectively, I focused on four key areas:

1. Multi-channel growth engine
Developed an integrated strategy across digital, partnerships, and community outreach to reach patients in trusted environments.

2. Partner enablement at scale
Built tools and systems that allowed employers and community partners to act as distribution channels.

3. Trust-driven messaging
Balanced education and clarity with conversion-focused messaging to reduce friction in a sensitive healthcare decision.

4. Data-driven optimization
Implemented tracking and feedback loops to continuously improve performance across channels.

Execution:

1. Targeted Campaigns

   Launched integrated campaigns across digital, employer partnerships, and community outreach

2. Partnership Collaboration

   Built scalable partner marketing tools, including microsites, asset kits, and training resources

3. Increased Conversation Rates

   Optimized conversion pathways to improve patient booking rates

4. Implemented Analytics & Tracking Systems

   Implemented campaign tracking and performance dashboards

5. Aligned Messaging

   Collaborated with cross-functional stakeholders to align messaging and expand access

Strategic Perspective

Patient acquisition in healthcare requires balancing performance with trust. The most effective growth strategies combine clear, accessible education with frictionless conversion pathways—often delivered through trusted partners rather than direct channels alone. Building scalable infrastructure for those partners can unlock growth far beyond traditional paid acquisition.

Key Insight:

In healthcare, acquisition strategies must prioritize trust as much as performance. The most effective growth came from combining clear, accessible education with frictionless conversion pathways—particularly when delivered through trusted partners and community channels.