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, I lead marketing strategy and owned the development of a scalable patient acquisition engine.

I am responsible for driving awareness, increasing exam bookings, and expanding access through both direct-to-consumer and partner-led channels, with a focus on building a sustainable growth model in a highly sensitive and trust-driven category.

The Challenge:

• Low awareness of preventative breast health solutions among target audiences, limiting top-of-funnel growth.

• Need to drive patient action in a sensitive healthcare category where trust and education are critical to conversion.

• Fragmented approach across employer, community, and healthcare channels, resulting in inconsistent performance.

• Lack of scalable marketing infrastructure to enable partners to effectively promote and drive completed exams.

Strategy:

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

• Multi-channel growth engine
  Built an integrated acquisition strategy across digital assets and community partnerships to reach patients in high-trust environments and drive consistent demand.

• Partner enablement at scale
  Developed the tools, messaging, and infrastructure needed for employers and community partners to operate as effective, repeatable acquisition channels.

• Trust-driven messaging
  Led a messaging strategy that balanced education and clarity with conversion, reducing friction and increasing confidence in a sensitive healthcare decision.

• Data-driven optimization
  Established tracking, attribution, and feedback loops to continuously optimize performance and inform investment decisions across channels.

Execution:

To bring the strategy to life, I executed across channels and partners to build a scalable, high-performing patient acquisition engine.

• Targeted Campaigns
  Launched integrated campaigns across digital, employer partnerships, and community outreach to drive awareness and patient acquisition across key channels.

• Partnership Collaboration
  Built scalable partner marketing infrastructure, including co-branded micro-sites, asset toolkits, and training resources to enable consistent, high-quality execution.

• Increased Conversion Rates
  Optimized conversion pathways across landing pages and booking flows to reduce friction and increase patient booking rates.

• Implemented Analytics & Tracking Systems
  Established campaign tracking, attribution, and performance dashboards to measure effectiveness and guide ongoing optimization.

• Aligned Messaging
  Partnered cross-functionally to align messaging across marketing, clinical, and partner channels, strengthening trust and expanding patient access.

Strategic Perspective

Patient acquisition in healthcare requires balancing performance with trust. The most effective growth strategies combine clear, accessible education with seamless conversion pathways, meeting patients where they already feel confident and supported.

In this model, trusted partners play a critical role in driving engagement and action. Building scalable infrastructure to enable those partners unlocks growth that extends well beyond traditional paid acquisition.

Key Insight

In healthcare, effective acquisition strategies must prioritize trust as much as performance. The strongest growth comes from combining clear, accessible education with seamless conversion pathways, particularly when delivered through trusted partners and community-based channels.