Alma : Private Practice Ebook Series

Developed a four-part ebook series following the journey clinicians make from group practice to building and sustaining their own private practices. The campaign was designed around the real challenges clinicians encounter as new business owners, from making the initial leap to growing a practice and managing the risk of burnout, to preparing for their first therapy session.

To bring those experiences to life, I built a customer advocacy approach around various Alma clinicians who served as brand advocates. I interviewed each clinician about their experiences, challenges, and lessons learned, then translated those conversations into customer-led narratives that reflected the needs and concerns of Alma’s target audience.

The series included Making the Leap to Private Practice, Growing Your Private Practice, The First Therapy Session, and Preventing Provider Burnout, with each ebook addressing a different stage of the private-practice journey.

Impact: Increased ebook download rates from a previous 5–6% benchmark to 12–13%.

Alma : Clinician Education & Organic Growth

Developed SEO- and AEO-informed educational content around the questions, challenges, and decisions most relevant to independent mental health providers. The program combined timely industry topics, practice-management education, product comparisons, and solution-focused content to help Alma become a more useful and discoverable resource for clinicians.

I partnered with clinicians, subject-matter experts, Product Marketing, and Growth to translate complex healthcare and business topics into clear, authoritative content aligned with audience search intent. Topics ranged from emerging conversations around AI in behavioral health and overlooked tax deductions to practice-building trends, competitive comparisons, and education around Alma’s EHR capabilities.

Featured work included AI & Behavioral Health: What Every Clinician Should Know, The Most Overlooked Tax Deductions for Therapists, Alma vs. SimplePractice, What Is Rejection Therapy?, and landing page supporting Alma’s EHR tools.

Impact: Contributed to a content strategy that increased organic website traffic by 135% while building a strong brand presence across high-priority AI search queries.

HighMatch : Workforce & Talent Demand Generation

Developed content to support demand-generation email campaigns targeting HR and talent leaders across key industries and workforce challenges.

I identified topic opportunities based on audience pain points, hiring trends, and business priorities, then developed supporting content designed to give each email campaign a stronger educational hook and a more compelling reason for prospects to engage. Topics ranged from hiring and retaining customer-service talent to addressing skilled-labor shortages in construction and homebuilding.

Featured work included 4 Steps to Hire Top Customer Service Talent in a Post-Pandemic World, a Construction Industry Report focused on workforce shortages, and a Home Builder solution one-pager.

Impact: Increased email open rates by 34% and nearly doubled content download rates, from 9% to 17%.

Alma : Therapist Q&A Video Campaign

Developed a clinician-led video campaign designed to answer common questions therapists face when starting and managing a private practice. The concept centered on peer-to-peer education, giving clinicians practical advice from another therapist who had already navigated many of the same challenges.

I developed the concept and wrote the script for A Therapist Reacts to Questions from Fellow Therapists, structuring it around high-interest topics such as balancing private practice with a full-time job, growing a caseload, and navigating the uncertainty of launching a practice.

The full-length video served as the campaign anchor, then I repurposed key moments into short-form social clips, clinician quotes and graphics, email content, and supporting Resource Hub material—allowing one video to generate multiple audience touchpoints.

Impact: Achieved a 44% video completion rate versus a 29% benchmark, generated 2.1x higher social engagement on repurposed clips, and increased campaign email click-through rates by 26%.

Other writing samples are available upon request