Complete Health – Scalable Lead Generation with AI-Powered ROI Tracking

The Challenge

Complete Health, a rapidly growing Jacksonville-based healthcare organization, needed a marketing strategy that could scale alongside its expansion—from 3 locations in 2019 to 39 practices nationwide by 2025. Key hurdles included:

• Fragmented patient data across multiple Electronic Medical Record (EMR) systems, making ROI tracking nearly impossible.
• Consistent brand & lead generation for new practice acquisitions in competitive markets.
• Adapting to digital shifts, including post-pandemic patient behavior changes.

The Solution

BroadBased developed an integrated, data-driven marketing framework designed to evolve with industry trends, not just rely on them.

1. Scalable Marketing Playbooks
   • Customized brand guidelines and onboarding processes for new acquisitions.
   • Dynamic campaign sequencing: Awareness → Lead Gen → Retention, adjusted for local markets.
2. Future-Proof Performance Tracking
   • Partnered with an AI development firm to unify disparate EMR data, enabling:
     • Real-time ROI attribution for every tactic (digital ads, SEO, direct mail).
     • Lifetime value projections by patient type—critical for budget allocation.
3. Agile Organic Growth Engine
   • Evergreen SEO strategy focused on user intent (not just keywords), ensuring resilience against algorithm updates.
   • Content hubs updated quarterly to align with search trends and patient needs.

The Results

Outcomes that scale—and stay relevant:

• 449% ROI from integrated campaigns (2019–2025), with tracking refined annually.
• 293% increase in new patient calls from organic search, sustained through Google’s 2024 core updates.
• 30 #1 rankings + 135 first-page rankings for high-intent terms, maintained via intent-based optimization.

Strategic impact:

• Supported Complete Health’s growth to $700M+ revenue and 500+ employees.
• AI-powered tracking now benchmarks performance against current industry standards (e.g., 2025 healthcare marketing ROI averages).

Ready to future-proof your marketing?
BroadBased builds strategies designed to deliver—and demonstrate—results for years, not just quarters. Contact us to discuss scalable growth.

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RYAM – Strategic Rebranding for a Global Cellulose Leader

The Challenge

RYAM (formerly Rayonier Advanced Materials), an international cellulose specialties manufacturer, faced two pivotal moments requiring brand evolution:

1. Corporate Restructuring (2014): Needed a distinct identity after spinning off from Rayonier (NYSE: RAY).
2. Global Expansion (2022): Required modernization post-Tembec acquisition, with assets in French and English for North American/European markets.

The Solution

BroadBased executed two future-proof rebrands, focusing on:

1. Modular Brand Architecture
   • Developed scalable logos and guidelines adaptable to mergers (e.g., Tembec integration) and market shifts.
   • Bilingual assets (French/English) ensured consistency across 3 countries.
2. Storytelling Beyond Aesthetics
   • Internal Comms: Aligned employees post-split (2014) and post-acquisition (2017) through culture-driven messaging.
   • Investor Relations: Positioned RYAM’s innovation in cellulose specialties via video and digital assets.
3. Data-Driven Evolution
   • 2022 rebrand retained equity from 2014 identity while modernizing for ESG-focused audiences—critical for industrial sectors.

The Results

Rebrands That Endured Industry Shifts:

• 2014–2022: Seamless transition from Rayonier Advanced Materials to RYAM, maintaining stakeholder trust through structural changes.
• Global Compliance: 100% bilingual materials eliminated friction in Canadian/French operations post-Tembec acquisition.

Strategic Impact:

• Supported RYAM’s growth as a publicly traded leader (NYSE: RYAM).
• Videos and employer branding assets reduced hiring cycles by 30% (per internal data).

Ready for a Rebrand That Grows With You?

BroadBased builds identities designed for evolution. Contact us to discuss resilient branding.

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Episcopal School of Jacksonville – Scalable Digital Enrollment Engine

The Challenge

As a top-tier Jacksonville private school, ESJ needed to:

• Unify digital presence across 3 acquired campuses with 500+ pages of legacy content.
• Attract relocating families post-COVID, leveraging Jacksonville’s migration trends.
• Modernize parent/student engagement with real-time tools.

The Solution

BroadBased built a modular, data-driven enrollment system designed to adapt to market shifts:

1. Future-Proof Website Architecture
   • Streamlined 500+ pages into intuitive hubs (Academics, Admissions, Campus Life) with student journey mapping to guide families.
   • Responsive design prioritized mobile usability—critical for 67% of parent research done on phones.
2. Relocation-Targeted Lead Generation
   • Geo-Funnel Campaigns: Paid social/Google Ads targeted families in high-migration zip codes (e.g., NY, CA) with localized testimonials.
   • Lead Nurturing: Automated email sequences (open rate: 38%) highlighted Jacksonville quality-of-life data alongside academic outcomes.
3. Unified Parent Experience
   • Custom mobile app consolidated notifications, forms, and events—reducing staff workload by 20 hours/week.
   • AI chatbot handled 45% of routine admissions queries, freeing staff for high-touch interactions.

The Results

7 Years of Enrollment Growth:

• 300+ MQLs in 4 months (2024 campaign), with 28% conversion to applications.
• Acquisition Integration: 3 campuses merged seamlessly into one brand ecosystem.

Strategic Impact:

• Mobile app adoption reached 92% of families within 6 months.
• Relocating families now comprise 40% of new enrollments (vs. 12% pre-2020).

Ready to Build an Enrollment Engine That Adapts?

BroadBased designs marketing systems for long-term growth. Contact us to discuss your strategy.