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case study one

Scaling Trust Through Email

healthcare

From Ghosting to $2M in Revenue: How Better Content Drove Patient Action

Building a human-centered email journey that converts healthcare hestiation into action.

overview

When patients were ghosting after getting treatment recommendations like scaling and root planing, we spotted the gap: no email journey to guide them from "you need this" to "I'm ready." I led the creation of a first-of-its-kind post-consultation experience–grounded in empathy, build for scale.

approach

I mapped the patient journey from dental chair to decision point–and found the conversation ended too soon. There was no follow-up. So I picked up where the clinician left off, extending the narrative through a series of clear, confidence-building emails. Think of it as the conversation patients needed, just after the one they couldn't fully process in the chair.

industry

healthcare

my role

lead content strategist and copywriter

platforms

desktop, mobile, and tablet

goal

Turn treatment plans into accepted cases.

Ease hesitation through clarity and care.

Create a scalable, branded experience across 1,000+ offices.

frustrations

The handoff from clinician to indox didn't exist.

Patients left confused, anxious, and on their own.

Emails (if any) didn't match the brand or the moment.

process

01. stakeholder alignment

Interviewed clinicians to understand how treatment was explained.

Identified key moments where patients lost clarity or confience.

Mapped the journey from diagnosis to decision.

01. stakeholder alignment

Interviewed clinicians to understand how treatment was explained.

Identified key moments where patients lost clarity or confience.

Mapped the journey from diagnosis to decision.

01. stakeholder alignment

Interviewed clinicians to understand how treatment was explained.

Identified key moments where patients lost clarity or confience.

Mapped the journey from diagnosis to decision.

02. insights

Patients left the chair unsure and unsupported.

No system existed to continue the care conversation.

Clear need for warm, trustwrothy messaging after the clinical moment.

02. insights

Patients left the chair unsure and unsupported.

No system existed to continue the care conversation.

Clear need for warm, trustwrothy messaging after the clinical moment.

02. insights

Patients left the chair unsure and unsupported.

No system existed to continue the care conversation.

Clear need for warm, trustwrothy messaging after the clinical moment.

03. content and design solution

Build a three-part flow: reinforce, demystify, and educate.

Wrote in the brand's voice while turning complex clinical language into digestible, action-driving content.

Created scalable, branded templates used across 1,000+ offices.

03. content and design solution

Build a three-part flow: reinforce, demystify, and educate.

Wrote in the brand's voice while turning complex clinical language into digestible, action-driving content.

Created scalable, branded templates used across 1,000+ offices.

03. content and design solution

Build a three-part flow: reinforce, demystify, and educate.

Wrote in the brand's voice while turning complex clinical language into digestible, action-driving content.

Created scalable, branded templates used across 1,000+ offices.

04. execution and rollout

Partnered with design, clinicians, and ops to implement.

Focused on clarity and mobil responsiveness.

The series became the new email standard across the organization.

04. execution and rollout

Partnered with design, clinicians, and ops to implement.

Focused on clarity and mobil responsiveness.

The series became the new email standard across the organization.

04. execution and rollout

Partnered with design, clinicians, and ops to implement.

Focused on clarity and mobil responsiveness.

The series became the new email standard across the organization.

outcome

30% increase in treatment bookings.
20% life in consult follow-through.
$2M+ in revenue.

key learnings

Empathy scales.

When content makes people feel seen, they act.

Empathy scales.

When content makes people feel seen, they act.

Clarity drives conversion.

Simplifying the unknown turns hestiation into momentum.

Clarity drives conversion.

Simplifying the unknown turns hestiation into momentum.

Strong systems win.

This became the template for all future treatment journeys.

Strong systems win.

This became the template for all future treatment journeys.

key learnings

Empathy scales.

When content makes people feel seen, they act.

Empathy scales.

When content makes people feel seen, they act.

Clarity drives conversion.

Simplifying the unknown turns hestiation into momentum.

Clarity drives conversion.

Simplifying the unknown turns hestiation into momentum.

Strong systems win.

This became the template for all future treatment journeys.

Strong systems win.

This became the template for all future treatment journeys.

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