The situation
Gaba Healthcare is a telepsychiatry SaaS based in New York, serving patients across seven US states. When I joined as Marketing Project Manager there was no inbound engine, and paid media of about USD 20,000 a month was the main lever. The job was to build the whole motion: pages, tests, budget allocation, organic search and the team to run it.
The plan
- 1SegmentA separate landing page for each patient condition, so the message matched the search.
- 2TestTrust-focused page variants A/B tested against those pages.
- 3Reallocate40% of Meta brand spend moved into high-intent paid search.
- 4EducatePatient-education topic clusters for organic search.
- 5Earn linksBacklink partnerships with WebMD, Teladoc Health and Indeed.
I also hired and managed a five-person distributed team to run it.
The results
Before
1.8%
After
5.0%
Before
12
After
20
Up 67%.
Before
5,000
After
9,000
Up 80%. SEO drove 35% of qualified calls.
What each lever was aimed at
| Lever | Aimed at | Result |
|---|---|---|
| Condition-level pages and trust-focused A/B tests | Booking rate | 1.8% to 5.0% |
| Moving 40% of Meta brand spend into high-intent paid search | Qualified calls | 12 to 20 a day |
| Topic clusters and backlink partnerships | Organic traffic | 5,000 to 9,000 visitors a month |
The levers ran in parallel, so I treat the pairing above as where each one was aimed, not as a clean attribution of each result.
What I would reuse
- Fix the conversion path before adding spend. A page that converts 5.0% makes every dollar of media go further.
- Segment by intent. In healthcare, the reason someone searched is the message.
- Move budget toward intent that pays back. Brand reach and high-intent search are different jobs; fund the second when the first is not converting into calls.
- Earn links from properties that already have trust. WebMD, Teladoc Health and Indeed carry authority a new site cannot buy.