Lifecycle Campaigns
for Healthcare

I'm a Braze CRM expert specializing in patient engagement, building multi channel campaigns across SMS, email, and direct mail that turn strategy and personalization into measurable growth, from onboarding through long term retention.

Lifecycle Campaign Project Management

I manage campaigns from the ground up, starting with a creative brief that outlines the business need and campaign goals. I build out the plan and develop the campaign from scratch, working with the creative team, including copywriters and graphic designers, to keep copy and design aligned with what the campaign needs.

I route copy through legal and compliance review, manage approvals with insurance partners, and work with the data platform team to ensure patient data is ready for production. Campaigns are tailored to healthcare goals like patient onboarding, closing clinical gaps, driving appointment bookings, and long term engagement and retention.

Campaign Production: SMS, Email, and Direct Mail

I build and launch multi channel campaigns directly in Braze, building Canvases from scratch to map the patient journey as connected series of steps across SMS, email, and direct mail.

I set up audience targeting based on location, insurance partners, patient segments and behavior, build triggers and decision splits to send patients down the right path, and use delay steps to control timing between messaging. I can create custom HTML email templates and define messaging cadence so each step reaches the right patient at the right time, owning the build from Canvas logic through final QA.

Liquid Personalization with Ruby

I use Liquid, the open source templating language built on Ruby, to personalize every message in Braze. Liquid tags pull consented user data, like name, custom attributes, and event properties, directly into a message, and I build in default values so messaging still reads naturally when that data is missing. I also use conditional logic and filters to adjust content and format data like dates or balances, so messages support patient onboarding, closing clinical gaps, and long term engagement and retention.

For the person reading the message, this is what separates a message that feels relevant from one that feels like a mass send. A message that reflects a patient's name, history, or stage in their care reads as a direct, individual touchpoint, which builds trust and makes patients more likely to read, act on, and stay engaged with what comes next.

A/B testing, QA, and Tracking

Before any campaign goes live, I run a structured QA process across every channel to catch broken links, rendering issues, and segmentation errors. Once live, I run A/B tests on subject lines, content, and send time to improve performance, and I build UTM tagging structures so results can be tracked back to channel, campaign, and audience segment.

I report on deliverability metrics like sends, deliveries, and bounce rate, engagement metrics like unique opens, total clicks, and click to open rate, and conversion metrics like conversion rate and revenue, then use those results to inform the next campaign.

Custom Landing pages