ABOUT healthcare businesswomen’s association

The HBA, or the Healthcare Businesswomen’s Association, is a global leadership accelerator, talent pipeline, and business growth partner for the healthcare industry.​ Their members and Corporate Partners represent a global workforce of more than six million professionals across the healthcare ecosystem. HBA’s 150+ Partners have committed to advancing talent, leadership, and better patient outcomes through partnership with the HBA. With thousands of members across the world, the organization provides professional development, education, and networking opportunities that drive individual and industry-wide progress.

Project Scope

When HBA first reached out, their team was in a season of rapid growth and feeling the strain. As a small nonprofit balancing competing priorities, they urgently needed strategic marketing support to launch their new global education platform. Their internal team was fully engaged with other high-impact initiatives, leaving limited capacity to move this project forward.

HBA was clear: They needed an experienced partner to step in seamlessly, build momentum, and help ensure their new Learning Management System (LMS) didn’t stay dormant. My role was to design a comprehensive go-to-market strategy, develop clear messaging, and inspire fresh ideas that would position their platform for success without overwhelming their stretched-thin team.

THE OUTCOME

Over the course of our engagement, HBA saw powerful progress:

• 19,000+ unique website visitors in just three months

• 114 paid enrollments and product sales during the launch period — continuing to grow beyond our contract

• New brand ambassador strategy to empower members as advocates

• Increased internal marketing confidence and capacity

During our engagement, key deliverables included:

• A high-impact script and messaging framework for the CEO to confidently drive conversions in live and recorded pitches

• Strategic guidance on LMS page hierarchy and product positioning to improve user experience and sales flow

• A playbook for the sales team to consistently promote and explain the value of HBA’s signature products

• A 3-month content plan including email sequences and social copy to build awareness and nurture engagement

• A comprehensive product-focused and deadline-driven campaign leveraging HBA members as brand ambassadors—a strategy they hadn’t previously explored

While our initial goal was simply to get the LMS launched, our collaboration sparked a bigger vision. We explored creative approaches to engage members, reimagined product positioning, and laid the groundwork for sustainable growth long after my engagement ended.

Services + SUPPORT provided

• Go-to-market strategy & roadmap

• Brand messaging & positioning

• Content calendar & copywriting

• Sales enablement toolkit development

• CEO scripting & executive communications

• Weekly project management & execution support