Healthcare · Fractional CMO · Brand Architecture · Multi-Division Platform
Pike Medical Consultants
Most healthcare marketing problems look like marketing problems.
The strategic frame I applied across this engagement was to treat Pike Medical as a platform, not a portfolio. Signal: 45% patient growth over 3 years
45% patient
growth over 3 years
Positive ROI
maintained
Multi-division brand
architecture built from scratch
This build supports Website Strategy & Rebuilds
Why this mattered
Most healthcare marketing problems look like marketing problems. This one was actually a structural problem.
Pike Medical Consultants, founded in 2007 by Dr. James D. Pike, had grown into a multi-division organization covering urgent care, primary care, geriatric care, pulmonary care, occupational health, bone health, and life counseling. Each division had its own patient-facing experience — they were experiences, plural, not a system.
Urgentcareindy.com, primarycareindy.com, and pikemedical.com existed as separate digital properties with separate user journeys, separate analytics, and separate brand authority. A patient who came in through urgent care wasn't being carried into primary care. The parent brand was operating as a passive corporate brochure rather than the connective tissue of a healthcare platform.
Meanwhile, the marketing function itself needed building. There was no organized strategy, no campaign infrastructure, no content system, no PR cadence, no business development framework for the employer-facing service lines.
What got rebuilt
Parent Brand Architecture & Corporate Website
Developed and directed the corporate Pike Medical digital presence — the umbrella brand that had to hold five divisions together, communicate mission and values, route users to the right care model, and support business development for employer-facing services.
Multi-Division Digital Ecosystem
Directed the redesign and restructuring of all three primary company websites — pikemedical.com, urgentcareindy.com, and primarycareindy.com — improving visual consistency, traffic performance, and information architecture across the ecosystem.
Brand Identity & Awareness
Developed brand-awareness strategy and materials across the full Pike Medical ecosystem — ensuring that each division's visual identity and messaging felt like part of the same organizational family while serving the distinct needs of their respective patient populations.
Advertising & Paid Patient Acquisition
Managed paid advertising across search and display channels for patient acquisition — Google Ads, geo-targeting, and audience segmentation aligned to the specific demand profiles of urgent care vs. primary care vs. occupational health.
Employer-Facing Business Development
Built out the marketing infrastructure for Pike Medical's occupational health service line — pre-employment physicals, drug and alcohol screening, fit-for-duty exams, workers' comp support, and employer wellness programs.
Budget Planning, Campaign Reporting & Ongoing Optimization
Managed the marketing budget and campaign reporting function — translating spend into measurable outcomes and giving leadership the visibility to make confident growth decisions.
Results and operating impact
45% growth in patient visits over three years, achieved while maintaining positive ROI on every marketing initiative. That figure represents the compounding effect of a coherent strategy applied consistently — not a single campaign win.
The deeper outcome was organizational. Pike Medical ended the engagement with a functioning marketing infrastructure, a parent brand that communicated what it actually was, a multi-division digital ecosystem that worked together rather than against itself, and a set of marketing tools and frameworks that could support continued growth beyond the engagement.
If you're running a multi-location practice, a growing healthcare group, or any service business where multiple divisions are operating without a coherent parent-brand strategy, you're leaving patient lifetime value and organizational credibility on the table. I build the infrastructure that holds it together. That's what I build.
This build supports Website Strategy & Rebuilds
Ready to build a healthcare platform instead of a collection of websites?
Let's talk about what that looks like.