Person Centered Tech | B2B Healthcare | CEU Programs | Demand Generation | Lifecycle Marketing
This initiative turned what was previously a time-intensive cost center into a scalable marketing asset that built community trust and drove downstream revenue. We didn’t just “promote webinars”— we transformed a recurring program into a growth system.
Context & Mandate:
Person Centered Tech’s CEU webinar program was essential to brand trust and customer education, but operationally inefficient. Each event required bespoke collateral, manual promotion, and significant coordination, resulting in high effort with limited downstream leverage.
Leadership needed the CEU program to do more than fulfill an obligation. The mandate was to transform continuing education into a scalable growth asset—one that could drive demand, support product adoption, and reinforce trust in a highly regulated healthcare environment.
I was responsible for owning this transformation end-to-end.
Constraints:
Strict CEU accreditation and compliance requirements
High reputational risk tied to educational quality and accuracy
Limited team capacity and manual production workflows
A regulated audience intolerant of low-value or sales-forward content
My Ownership & Scope:
I repositioned the CEU program as a top-of-funnel growth channel, aligning it with clinician pain points and integrating it into our broader marketing and sales ecosystem.
Built a modular campaign framework to standardize promotion, reduce turnaround time, and maintain accreditation requirements
Developed theme-driven content strategy based on audience segmentation and emerging clinical concerns
Templated email and social campaigns that empowered thought leaders to amplify reach organically
Collaborated with partners to align webinar topics with upcoming product launches and service offerings
Impact
The redesigned CEU program delivered measurable business results:
+35% increase in average event attendance
50% reduction in asset creation time, freeing team capacity
Improved lead quality supporting high-ticket service pipeline
112% lift in AAR for subscription products driven by better segmentation and follow-up
Strengthened brand equity as a trusted provider of HIPAA-aligned continuing education
Most importantly, the CEU program shifted from a cost center to a predictable growth system leadership could rely on.