Middlesex Health

Manager of Marketing and Analytics | May 24 - Present

  • Guided a multimillion-dollar marketing strategy for one of Connecticut’s leading independent health systems.

  • Oversaw the transition to a new advertising agency and participated in weekly meetings to guide the budget, targeting strategy, and creative direction of Middlesex Health’s advertising.

  • Solely managed MiddlesexHealth.org with 109 service line pages, hundreds of subpages, and 850+ provider profiles, ensuring seamless user experience and accurate information.

  • Launched online scheduling for primary care, resulting in 1,093 new patients in 2024 and improving healthcare access.

  • Boosted online appointment requests 23% by redesigning high-traffic pages with heat-mapping software to improve conversion rates.

  • Identified key data for assessing marketing impact, developed calculation methods, and designed effective data presentation strategies.

Content Developer & Marketing Analyst | Mar. 21 - May 24

  • Led a complete website overhaul, rewriting and redesigning legacy content for better usability and accuracy.

  • Increased average monthly organic traffic by 20% through content optimization and SEO improvements. 

  • Collaborated with web developers to enhance the CMS, improving user experience.

  • Developed Webby award-nominated advertising concepts for print, web, social media, TV, and billboards. 

  • Launched a new Pregnancy and Birth Center webpage and wrote the "Guide to Giving Birth" booklet for expectant families.

  • Redesigned and consolidated the Careers and Benefits web pages, merging content from two vendors, enhancing user experience, and achieving significant cost savings for the health system.

  • Ensured updates of pertinent COVID-19 information across intranet, website, and social media, keeping staff and the community informed.

Home Page Redesign

I modernized Middlesex Health’s home page. This design allowed us to match the video slides at the top with the advertisements we were currently running. Therefore, if a patient came to our website after viewing one of our print, television, or billboard ads, they would immediately see content related to the advertisement.

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After

Before

Television Commercial

I assisted with the creative planning of Middlesex Health's Webby-nominated television advertisements.

Center for Advanced Surgery Redesign

I redesigned and rewrote Middlesex Health's Center for Advanced Surgery webpage and the many related subpages. In addition to the simplified design, this reorganization included numerous backend SEO adjustments, which significantly improved page ranking and traffic.

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After

Before

Pregnancy & Birth Center Redesign

This streamlined layout is easier to navigate and gives a complete overview of all the resources, classes, and support groups available through Middlesex Health.

In addition to updating the webpage, I wrote and designed the “Guide to Giving Birth at Middlesex Hospital” which is distributed during tours.

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Download The Guide to Giving Birth at Middlesex Hospital

After

Before

Careers & Benefits Redesign

I redesigned and rewrote the careers and benefits web pages for Middlesex Health. Previously, we worked with two external agencies—one for the careers page and another for the benefits page. I consolidated the information from both pages onto the MiddlesexHealth.org domain, improving the layout and achieving significant cost savings for the health system.

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After

Before