HealthTech • Cross-Channel Marketing

GoodRx

Building GoodRx’s First-Ever Conditions Campaign Engine

GoodRx needed to move beyond broad “savings” messaging and penetrate condition-specific markets like Heart Health, Women’s Health, and Allergies. The solution: a repeatable campaign engine that could flex across conditions, channels, and partners.

As Creative Lead, I partnered with Strategy and Media to build the frameworks, creative systems, and ops processes that powered billions of impressions and millions of claims. My role combined high-level creative direction with hands-on execution to scale fast and consistently.

The Challenge

Expanding beyond generic savings into condition-specific growth

GoodRx’s savings message was strong, but millions of condition-specific prescriptions were untouched. Strategy validated the opportunity with claims data — Creative’s challenge was to translate that positioning into campaigns patients could trust, deliver it at high volume across channels, and build a repeatable system that could scale with partners.

My Role

Creative Lead

I led the creative vision and execution for GoodRx’s first-ever Conditions Campaigns. Partnering with Strategy and Media, I translated positioning into patient-facing creative and directed cross-channel campaigns spanning Paid, Programmatic, CRM, Owned, and HCP. I also built the ops systems and file frameworks that scaled campaign delivery. My role blended hands-on design with director-level leadership, ensuring every campaign launched quickly, stayed on brand, and delivered measurable results.

The Work

The Approach

I built a test → learn → scale framework. Starting with a pilot in Heart Health, I validated the model, expanded into new conditions, and eventually standardized campaigns into repeatable playbooks. Every step was anchored in seasonal spikes, cultural moments, and inclusive creative.

Strategy

  • 2021-2022: Starting Point

    Focus on general savings messaging with rebranded visuals.

  • 2023: Prove the Concept

    Piloted a Heart Health campaign during American Heart Month to test if condition-specific messaging could outperform broad savings.

  • 2024: Expand Reach

    Added new verticals (Women’s Health, Allergies, Diabetes) and tested additional formats like homepage banners, list pages, and HCP Direct Mail.

  • 2025: Scale & Optimize

    Standardized campaigns into a Conditions Playbook, expanded into dynamic page formats, and layered in advanced segmentation for more personalized outreach.

The Execution

I directed cross-channel campaigns across CRM, Paid, Programmatic, House Ads, HCP, and Direct Mail — while also designing assets myself when needed. My approach was to codify creative into repeatable frameworks, document learnings into a Conditions Playbook, and drive adoption of systems that made campaigns faster to launch and easier to scale across teams.

  • 2023: Foundation

    Launched pilots in Heart Health, Spring Allergies, and Mental Health. Execution focused on single launches across core channels: landing pages, CRM, push notifications, Programmatic, and Paid Social. Early ops work included the first file + workflow templates to handle cross-channel delivery.

    Key Campaigns & Assets:

    • Heart Health → landing page, CRM segmentation, owned social carousel

    • Spring Allergies → push + CRM, 3x programmatic sets, audio + newsletter placements

    • Mental Health → multi-channel mix with 10+ assets across display, CRM, and Paid Social

  • 2024: Expansion

    Scaled to five campaigns (Heart Health, Spring Allergies, Women’s Health, Diabetes, Cold & Flu). Introduced new creative directions like the “30 Under $30” list page format, basket expansion messaging, and homepage banner features. Also extended into HCP flyers and gender-segmented CRM sends.

    Ops Enhancements:

    • Built a Figma campaign template for asset consistency

    • Implemented a batching workflow to accommodate dev builds and cut down handoff friction

  • 2025: Scale

    Expanded to 6+ campaigns including new categories like GLP-1s and Pets. Creative shifted to specific drug callouts + savings pricing for sharper performance. Partnerships became formalized, and dynamic formats (indexed category pages, dynamic list pages) became standard.

    Ops Enhancements:

    • Established a holistic campaign review process to reduce revisions

    • Introduced asset fatigue planning with upfront versions for stakeholders

    • Scaled campaigns across 7+ channels with 300+ assets delivered annually

The Results

The Conditions Campaign engine became one of GoodRx’s most scalable growth drivers — generating measurable revenue and proving that condition-specific creative was not niche, but a repeatable growth strategy.

  • 2024 Statistics
    2.7B impressions
    1.4M claims
    $7.6M revenue

  • 2025 Heart Health Campaign
    363K claims in 8 weeks (+131% CVR)

  • CRM Gold Membership Segmentation
    +71% YoY claim conversion

  • Consistently hit or beat
    $40 CAC targets

TAKEAWAY

The Conditions Campaign engine proved that condition-specific creative is a scalable growth driver. I built the frameworks, ops systems, and creative playbooks that turned pilots into repeatable, revenue-generating campaigns. This project demonstrates how I connect cross-functional strategy with execution to deliver results that compound over time.