Outcome Snapshot
Led the end-to-end development of a disruptive new healthcare brand and digital experience—from naming and positioning to multi-audience web strategy—resulting in a successful startup launch that directly challenged the incumbent market leader.

The Strategic Challenge
Vitalistics was preparing to enter the highly regulated diagnostic testing space as a Medicare-approved IDTF (Independent Diagnostic Testing Facility). They had a name and an idea—but no brand, platform, or go-to-market strategy. The challenge: develop a professional brand from scratch that could appeal to three distinct audiences (DMEs, physicians, and patients), while building trust, communicating medical credibility, and supporting a fully self-service, digital-first onboarding experience.

My Role
I led the full initiative across strategy, execution, and optimization:

• Directed brand development, including logo, color palette, imagery, typography, and identity systems
• Defined and executed the complete content and SEO strategy
• Designed and deployed a fully responsive website tailored to each user persona
• Managed technical implementation and WordPress development with a small support team
• Served as the primary point of contact for stakeholders, translating vision into action
• Led the launch plan, including staggered rollout across digital channels, content marketing, and collateral delivery

Strategy + Solution
We began by conducting deep research into audience behavior, industry regulation, and competitive positioning. From there, I created a brand strategy and visual identity system that emphasized clarity, calm confidence, and medical trust. The website included:

• Self-serve registration for DME and physician partners
• Payment integration and application access
• Custom graphics, SEO-optimized content, and video integration
• Coordinated messaging and imagery across site, collateral, and social

I developed all website content in-house, architected the SEO structure, and created blog post templates, patient education downloads, and onboarding flows. We launched with a dual-site setup:

• A main marketing website for conversion and sales
• A self-service help portal with customizable marketing materials, forms, and support tools

Business Impact

• Successfully launched with 248 branding and marketing deliverables
• Outperformed the category leader on brand clarity, SEO, and digital experience
• Positioned the startup for rapid DME onboarding and enterprise conversations
• Enabled full internal management of content and updates post-launch
• Delivered a scalable foundation for future product and platform growth