Creating a Scalable Marketing Strategy for a Fast-Growing Senior Primary Care Group

CLIENT: GREENBROOK MEDICAL
INDUSTRY: HEALTHCARE
FOCUS: DUAL-BRAND STRATEGY, MULTI-LOCATION GROWTH & GO-TO-MARKET EXECUTION

GREENBROOK MEDICAL IS…
Greenbrook Medical is a family-founded, senior-focused primary care practice serving Medicare Advantage patients (65+) in the Tampa Bay region. Their model emphasizes smaller patient panels, longer visits, and a concierge-level experience.

To scale the model, Greenbrook partnered with Tampa General Hospital (TGH) to launch and grow TGH Senior Centers powered by Greenbrook Medical—a dual-brand architecture designed to combine Greenbrook’s operational excellence with TGH’s trust and regional reach.

ENGAGEMENT SCOPE
When I onboarded, Greenbrook’s marketing responsibilities were distributed across multiple team members and vendors. My role consolidated these functions into a single accountable owner and operating system.

What we absorbed

  • Marketing strategy + planning (annual plan + quarterly priorities)

  • Multi-location budget planning and allocation across Tampa Bay markets

  • Brand and messaging stewardship across two brands (Greenbrook Medical + TGH Senior Center)

  • Creative operations and production management (intake → prioritization → QA → delivery)

  • Vendor and partner management across web, paid media, print, video, and production design

  • Marketing reporting rhythm and performance narrative for leadership discussions

What we established

1) A co-branded design system

  • Clear visual + messaging guardrails for a dual-brand ecosystem

  • Repeatable templates for clinic needs (events, print, direct mail, broker materials, patient comms)

  • Centralized asset library and brand guide stewardship

2) A scalable creative operations model

  • Standardized processes for opportunistic campaigns and high-urgency requests

  • Quality control system to keep materials consistent across clinics and channels

3) An annual marketing strategy + budget for multi-location growth

  • Marketing planning anchored to member growth targets, CAC considerations, and channel mix across markets

THE STRATEGY

Success here required more than “more marketing.” It required an operating system: a clear dual-brand architecture, a scalable creative production engine, and a multi-location plan that could keep up with aggressive expansion. This engagement built the next iteration of brand + marketing infrastructure to support continued panel growth and new location launches—while maintaining the patient-first, trust-driven experience that differentiates Greenbrook Medical and the TGH Senior Center.

Results

Patient population doubled from 2024 → 2025

Launched 4 new locations

Managed marketing engine with a 76% conversion rate on qualified leads