Driving Growth Across Channels
Swing Care is a specialty practice providing comprehensive, personalized care for people with fibromyalgia.
After launching Swing Care, our goal was to introduce it to potential patients, physicians, and payers, build trust in the brand, and drive conversions.
Challenge
We were launching a brand-new virtual clinic for fibromyalgia—serving patients who had often been dismissed by the healthcare system and were understandably skeptical of new providers. Swing Care’s fully remote model added another layer of complexity, as many were unfamiliar with telehealth.
Our goals were to build credibility, drive qualified traffic to the website, grow an email list of prospects not yet ready to schedule, and ultimately convert interest into appointments—all while working within the time and resource constraints typical of an early-stage startup.
Messaging Pillars
The content was anchored in a messaging framework designed to resonate with patients, build trust, and guide them toward care. These pillars ensured that every brand touchpoint, from social posts to blog content, was consistent, compassionate, and credible.
Approach
We grounded our content in our messaging pillars and visual identity to build trust and communicate consistently across channels. With limited time and resources, we focused on one channel at a time, moving quickly to design, test, and iterate.
I created reusable systems, templates, and style guides to ensure brand consistency and make it easier to scale. Analytics and A/B testing helped us refine designs and improve performance over time.
Social Media
I designed branded profiles and post templates to establish a consistent, engaging presence. I also developed a comprehensive Canva style guide to equip the marketing team with easy-to-use assets for ongoing content creation.
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I reviewed the brief and clarified scope and timeline, then conducted a competitive and adjacent-account scan. After setting specifications for Facebook, LinkedIn, Zoom, Mailchimp, and YouTube, I developed and presented banner concepts; once a direction was selected, I delivered platform-ready assets
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I began in black and white to establish hierarchy and content structure. I then introduced color, presented options, iterated on feedback, and finalized a simple, reusable template system aligned to the brief.
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I created a lightweight style guide to safeguard consistency and support new content types. I also organized Canva template variations and led a short workshop so the marketing team could confidently locate, use, and maintain the system.
Paid Ads
I designed flexible ad templates to launch targeted campaigns on Facebook and Google. These ads were iterated quarterly to optimize patient acquisition while maintaining brand cohesion.
I created simple branded email templates for marketing and transactional flows to improve lead conversion and support appointment scheduling. These templates served as a starting point to attract patients and evolve the design over time.
Blog
I designed the blog UX/UI to enhance SEO and establish Swing Care as a trusted educational resource. The system includes article templates, clear hierarchy, internal links to care pages, and a lightweight category structure.
In-Person Materials
I designed branded collateral for medical events and referring physicians’ offices, ensuring consistency and professionalism across physical touchpoints. To move quickly, I created simple on-brand designs we could test and iterate.
Impact
Accelerated Patient Acquisition
By crafting cohesive, multi-channel brand assets and user-friendly experiences, we helped Swing Care grow its patient base from zero to hundreds, driving meaningful website traffic and appointment bookings.
Built Trust Across Key Audiences
A consistent and approachable brand identity fostered confidence not only with patients but also with referring clinicians and payers, essential for a sensitive health condition like fibromyalgia and a new telehealth model.
Enabled Sustainable Growth
Starting as a single-state telehealth clinic without insurance acceptance, Swing Care expanded into multiple states and broadened insurance options. Our scalable design systems and marketing materials set the stage for ongoing iterations, partnerships, and a growing patient community.