Case Study 1
Blackbird Health
Scaling Trust Through Strategic Brand and Content Systems
Context
Blackbird Health is a fast-growing pediatric mental health company providing virtual and in-person care across multiple U.S. markets. As the company expanded into new regions, it needed a unified brand voice and content strategy that could build trust with parents, clinicians, and school partners—while also supporting patient acquisition and long-term growth in a highly regulated, sensitive category.
The Challenge
Blackbird was growing quickly, but its messaging and content systems hadn’t yet caught up to its ambition. The business needed clarity, cohesion, and momentum—without sacrificing accuracy or empathy. Key challenges included:
Inconsistent brand voice across consumer and B2B audiences
No centralized editorial strategy or scalable content engine
The need to balance clinical credibility with accessible, human storytelling
Supporting expansion, referrals, and trust simultaneously—not sequentially
Strategy and Approach
I approached the work with a systems-first mindset, focusing on clarity, scalability, and alignment. Every decision balanced clinical rigor with accessibility, ensuring content earned trust rather than simply capturing attention. Key strategic decisions included:
Defining a clear brand voice and messaging architecture that could flex across audiences without fragmentation
Designing a full-funnel content strategy that served education, trust-building, and acquisition together
Establishing consistent editorial planning and governance to support speed without chaos
Treating SEO and AI search optimization as quality and intent signals—not keyword exercises
My Role and Scope
As Director of Content Marketing, I owned brand voice, editorial strategy, and content operations across the organization.
I worked closely with the Growth team, clinical leadership, partnerships and operations, external writers, designers, and AI consultants.
My mandate was to build systems—not just post content.
“Blackbird’s organic following on LinkedIn grew 349% in 10 months.”
Outcomes and Impact
Established Blackbird Health as a credible, trusted voice in pediatric mental health
Grew LinkedIn organic following from 1,374 to 10,065+ in 10 months (+349%)
Built Facebook and Instagram accounts from the ground up, delivering over 1.5 million combined views in 10 months
Strengthened engagement and referral pipelines through targeted nurture programs
Created a scalable content and brand foundation to support continued geographic expansion
What I Would Do Again
I’d make the same foundational choice every time: Invest early in clarity and systems. In complex, high-trust categories, strong content isn’t about volume—it’s about consistency, judgment, and respect for the audience.
