Industry: Healthcare | Market: Australia | Period: 2025
Healthcare Case Study
Building a Marketing DepartmentÂ
Overview
In 2025, Samantha established and led the marketing function for an Australian healthcare provider, building the foundations for a more coordinated, measurable and growth-focused approach to marketing. The work covered annual marketing planning, digital strategy, website redevelopment, SEO, AEO, content creation, social media, paid advertising, email marketing, CRM implementation, industry events and brand development. The focus was to establish effective marketing systems, strengthen digital visibility, reach relevant industry audiences and create opportunities for future growth.
The Challenge
The healthcare provider needed a dedicated marketing function to support its growth and strengthen its position in the Australian healthcare market. Marketing systems, processes and reporting required development, while the website, digital channels, content and campaigns presented opportunities for improvement. The challenge was to establish the marketing infrastructure, coordinate activity across multiple channels and build a consistent approach to brand awareness, audience engagement and lead generation.
The Approach
Samantha developed and executed an annual marketing plan, established departmental processes and reporting, managed marketing budgets and introduced systems to measure performance. The programme progressed from auditing and planning to campaign execution, advertising, optimisation and strategic preparation for 2026.
Marketing Strategy & Planning
Samantha established the marketing function, translating business priorities into an annual marketing plan with defined KPIs, budgets and departmental targets.
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Key initiatives included:
- Auditing the website, social media channels, content and existing marketing processes.
- Developing a website audit and sitemap to guide redevelopment.
- Establishing internal meetings, reporting structures and performance tracking.
- Reviewing and selecting marketing software systems.
- Developing annual association marketing plans and planning the events calendar.
- Building industry relationships and identifying new association marketing opportunities.
Website Design, UX/UI & SEO
Samantha led the website redevelopment process, creating the website structure and coordinating the development work required to improve the digital experience and support search visibility.
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The work included:
- Website auditing, sitemap development and redevelopment planning.
- Website design and UX/UI improvements.
- SEO content writing, keyword research and on-page optimisation.
- Product page optimisation for pressure care mattresses and shower commodes.
- Search performance testing and ongoing optimisation.
- AEO and AI search visibility improvements.
Outcome: Product pages reached the top of Google search results. Crescent Healthcare also achieved prominent recommendations in ChatGPT.
Social Media Strategy & Content Creation
Developed and implemented a social media strategy and structured content calendars to strengthen brand awareness, improve audience engagement and support wider marketing objectives. Managed content planning, copywriting, creative development, publishing and performance reporting across Facebook, Instagram and LinkedIn.
The work included:
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Strategy & Planning: Developed channel strategies and content calendars aligned with the annual marketing plan, product campaigns and business priorities.
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Content Writing & Copywriting: Wrote engaging, audience-focused social media copy, promotional content, product communications and educational posts.
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SEO & Content Optimisation: Applied keyword research and SEO principles to relevant content, improving discoverability and aligning messaging with audience search behaviour.
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Content Creation: Developed creative assets and coordinated visual content to maintain brand consistency across social media channels.
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Video Creation & Editing: Produced and edited video content to support product awareness, educational campaigns and audience engagement across social platforms.
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Channel Management: Managed content delivery across Facebook, Instagram and LinkedIn, adapting content formats and messaging to suit each platform.
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Analytics & Reporting: Monitored reach, impressions, clicks, follower growth and engagement to evaluate performance and inform ongoing content planning.
Key results:
- Facebook: 1.2 million views, 10,000+ link clicks.
- Instagram: 1.74 million impressions, 17,000+ clicks.
- LinkedIn: 300% follower growth and newsletter launch.
1.74M
Instagram Impressions
300%
LinkedIn Growth
Video Marketing & Creative Production
Created and edited video content to support product campaigns, brand awareness and digital marketing across YouTube, Facebook, Instagram and LinkedIn.
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Video Creation & Editing: Produced engaging video content tailored to each platform and audience.
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AI-Powered Video Production: Used AI tools to create YouTube videos and support educational and product-focused content.
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Content Strategy: Planned video content around marketing priorities, product campaigns and audience needs.
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Creative Development: Combined video, visuals and copywriting to deliver consistent brand messaging across digital channels.
Email Marketing & HubSpot CRM Management
Implemented HubSpot CRM and email marketing to improve database management, audience segmentation and campaign delivery. Developed targeted email communications to support product campaigns, industry engagement and lead generation.
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Email Campaigns: Planned, wrote and delivered regular email marketing campaigns, including product promotions, educational content, event invitations and competitions.
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CRM Management: Set up HubSpot workflows, organised contact data and implemented audience segmentation to support more targeted communications.
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Database Growth: Supported database expansion through website enquiries, SEO, paid advertising, events and campaign activity.
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Automation & Processes: Established email marketing processes and reporting to improve campaign management and performance tracking.
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Performance Analysis: Monitored email delivery, database growth and campaign performance to guide ongoing optimisation.
Database Growth
80%
Increase in emails delivered
700%
Content Writing & Copywriting
Researched, wrote and edited marketing content across digital, print and advertising channels, adapting messaging to suit different audiences, platforms and campaign objectives.
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Social Media Copywriting: Wrote engaging posts, captions and promotional copy aligned with content calendars and campaign strategies.
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Case Studies & Editorials: Researched and wrote case studies, industry articles and editorial content for healthcare publications.
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Website Content: Wrote and optimised website pages, product descriptions and landing page content to improve clarity, engagement and search visibility.
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SEO Content: Conducted keyword research and developed SEO-focused copy, page titles and meta descriptions to support organic search performance.
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Marketing Collateral: Wrote brochure content, flyers, product information and other printed marketing materials.
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Advertising Copy: Developed copy for Google Ads, Meta advertising, digital campaigns and promotional materials.
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Research & Content Planning: Researched products, audiences and industry topics to develop accurate, relevant content aligned with marketing objectives.
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Editing & Proofreading: Reviewed and refined content for accuracy, consistency, readability, tone of voice and brand alignment.
Expos, Events & Webinars
Planned and coordinated industry events, exhibitions and educational webinars to increase brand awareness, engage healthcare professionals and support lead generation.
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Event Strategy & Planning: Developed annual event calendars, marketing plans and KPIs aligned with business objectives.
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Expos & Conferences: Coordinated brand presentation, promotional materials and marketing collateral for industry events, including ATSA Expo and the HFDD Conference.
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Webinar Marketing: Planned and promoted educational webinars, integrating email marketing, social media and digital campaigns to attract relevant audiences.
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Lead Generation: Introduced event pre-registration processes and lead capture initiatives to support database growth and post-event follow-up.
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Industry Partnerships: Developed association marketing opportunities and supported brand visibility through industry networks and publications.
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Performance Tracking: Monitored registrations, attendance and campaign outcomes to inform future event planning.
Brand Design & Product Brochures
Developed brand-aligned creative assets and redesigned product brochures to improve visual consistency, product presentation and marketing communications across digital and print channels.
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Brochure Design: Redesigned product brochures in Adobe InDesign, creating new layouts, refining content hierarchy and improving readability.
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Brand Consistency: Applied consistent visual styling, typography, colours and messaging across marketing collateral.
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Product Communication: Structured product information to communicate key features, benefits and applications clearly to healthcare and industry audiences.
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Marketing Collateral: Created and updated brochures, flyers, promotional materials and supporting assets for campaigns, expos and industry events.
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Creative Coordination: Worked with graphic design resources to support the production of professional, brand-aligned marketing materials.
1.2M
Facebook Views
Driving significant organic and paid reach across social channels in 2025.
+80%
Email Growth
Year-on-year increase in the email database via HubSpot CRM.
705K
Ad Impressions
Generated across Google Ads campaigns from July 2025 onwards.
+99%
Traffic Growth
83,542 sessions recorded in 2025, doubling the previous year's performance.
Execution & Growth
Product Campaigns & Lead Generation
Samantha coordinated integrated campaigns combining content, email marketing, social media and digital advertising. The first pressure care campaign brought together multiple channels to promote products and increase awareness. Further activity supported pressure care mattresses and shower commodes. She also implemented aftercare and testimonial processes to support customer engagement and developed event pre-registration approaches to improve lead capture.
Expos, Events & Industry Partnerships
Samantha planned and coordinated marketing activity for industry events, ensuring consistent brand presentation and supporting customer engagement. Key activities included attending the ATSA Expo with coordinated brand assets and exhibiting at the HFDD Conference. She also expanded association marketing opportunities through Link Magazine and established event pre-registration processes and KPIs to support future measurement of attendance and leads.
Webinars & Educational Marketing
Samantha introduced an education-led marketing approach. A pressure care webinar attracted more than 90 attendees, with over 50% identified as new clients. The activity generated pressure care mattress trials and provided a foundation for further educational campaigns designed to grow the database, support email marketing and create opportunities for future engagement.
Healthcare Editorials & Marketing Collateral
Samantha coordinated written content and marketing collateral to support the healthcare provider's digital presence. This included SEO-focused writing, brochures and supporting materials for campaigns and events. The work also involved redesigning brochures and collateral to align with the refreshed brand presentation, ensuring a precise and trusted professional image across all channels.
Brand Development & Merchandise
Samantha introduced new merchandise and developed the mascot persona Olli as part of the brand engagement strategy. She coordinated graphic design and web development resources to support in-house creative execution and the delivery of marketing assets across channels. The Mascot Olli is visualized with a professional, minimalist illustration style that complements the sleek agency identity.