Driving Patient Growth Through Multiple Channels and Touchpoints
Swing Care is a specialty care practice offering comprehensive, personalized care for fibromyalgia.
After launching the Swing Care website, our goal was to introduce Swing Care to potential patients, physicians, and payors, 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 tight time and resource constraints.
Messaging Pilars
Our content was anchored in a messaging framework designed to resonate with patients, build trust, and guide them toward care. These pillars ensured 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 touchpoints. With limited time and resources, we focused on one channel at a time—moving quickly to design, test, and iterate.
We created reusable systems, such as templates and style guides, to ensure brand consistency and make it easier to scale. Analytics and A/B testing helped us refine our designs and improve performance over time.
Social Media
We designed branded profiles and post templates to establish a consistent and engaging presence. Developed a comprehensive Canva style guide to empower the marketing team with easy-to-use assets for ongoing content creation.
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Doing market research
I researched and reviewed the social media accounts of both competitors and non-competitors to see how they addressed similar challenges. I gathered and analyzed examples of social media accounts that effectively addressed the problem.Going over the brief
I got started by thoroughly reviewing the brief, asking clarifying questions, and aligning on the timeline. Once I had a solid understanding of the problem and constraints, I arranged a kickoff meeting to officially begin the project.Confirming specifications
I confirmed the specifications for creating the banners for the different types of accounts: Facebook, LinkedIn, Zoom, Mailchimp, and YouTube.Exploring solutions
I explored various graphic treatments for social media account banners, then narrowed the options down to a couple and created mock-ups to share with the team.Presenting and facilitating discussion
Using the brief as a guideline, I prepared and led the presentation, explaining the design rationale, answering questions, and facilitating discussion.Aligning on a direction
After aligning on a direction, I created the final designs, shared them for approval, prepared the final designs, and handed off the files. -
Exploring solutions
I started by exploring black-and-white designs with different types of content. I then selected options that worked best and started adding color.Presenting and iterating
Once I arrived to a good spot, I prepared the presentation, shared the designs with the team, and iterated based on their feedback.Aligning on a design direction
After a few rounds of deign and iteration, we aligned on a solution that addressed the goals stated in the brief. -
Exploring solutions
I started by exploring black-and-white designs with different types of content. I then selected options that worked best and started adding color.Presenting and iterating
Once I arrived to a good spot, I prepared the presentation, shared the designs with the team, and iterated based on their feedback.Aligning on a design direction
After a few rounds of deign and iteration, we aligned on a solution that addressed the goals stated in the brief.
Paid Ads
Designed flexible ad templates and launched targeted campaigns on Facebook and Google. These ads were iterated quarterly to optimize patient acquisition while maintaining brand cohesion.
Emails
I created initial email templates in Mailchimp and later optimized flows in Iterable, crafting clear and compelling messaging that nurtured leads and supported appointment scheduling.
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I worked closely with the Senior Product Designer to transform the low-fidelity mockups into high-fidelity designs, applying the updated design system to ensure visual consistency and brand alignment across the site.
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I leveraged the visual identity to create illustrations, design charts, and curate photography that elevated the site’s storytelling and aesthetic.
Blog
Produced visual templates and content designs that enhanced SEO and positioned Swing Care as a trusted resource for fibromyalgia education and support.
blog design
In-Person Materials
Developed branded collateral for medical events and referring physicians’ offices, ensuring consistency and professionalism across physical touchpoints.
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 [insert number], 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 payors, essential for a sensitive health condition like fibromyalgia and a new telehealth model.
Laid the Foundation for 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, loyal patient community.
Related Projects
Positioning Swing Care as a Leading Authority in Fibromyalgia Care
Coming Soon!
Boosting visibility and expertise by adding a blog
Coming Soon!
Optimizing key pages to support credibility and growth
Coming Soon!