Turning 60K+ audience into an always-on growth channel.

How I built and managed lifecycle marketing programs across WebMD Care Directories and Demandforce, using segmentation, targeted messaging, and always-on email to engage 40K+ providers and 20K+ Demandforce users.

Role: Lifecycle Marketing · Email Strategy · Segmentation · Growth
Audience: 40K+ WebMD Care Directory providers & 20K+ Demandforce users
Products: WebMD Care Directories + Demandforce

I managed lifecycle marketing across two distinct audiences:

40K+ WebMD Care Directory providers looking to strengthen their online presence and connect with prospective patients.

20K+ Demandforce users using the platform to manage patient communication, marketing, and practice growth.

Each audience had different needs, behaviors, and reasons to engage, which meant a one-size-fits-all email strategy wasn't going to work.

The opportunity was to build a more intentional lifecycle engine that could educate, engage, convert, and retain users across both products.

60K+ users. Two products. Very different customer journeys.

The Strategy: Build a lifecycle calender with a job for every email.

Rather than filling an email calendar with disconnected campaigns, I built structured programs around education, product engagement, and conversion—with each audience getting a different path to value.

Demandforce

For Demandforce's 20K+ user base, the calendar balanced ongoing education with product and revenue moments:

01 — Educate
One downloadable asset or thought leadership piece each month to provide useful, practice-focused content and keep users engaged.

02 — Product adoption
Product-led emails highlighting Demandforce capabilities, including AI-powered features, to help users discover more value within the platform.

03 — Product launches
Dedicated campaigns around new capabilities like Demandforce Phone, turning product launches into lifecycle engagement opportunities.

04 — Convert
Offer-driven emails designed to move engaged users toward a demo or sales conversation.

WebMD Care Directories

For the 40K+ provider audience, the strategy was more explicitly built around a content → nurture → conversion journey.

01 — Attract
Two downloadable thought leadership pieces created opportunities to capture provider interest around relevant challenges.

02 — Nurture
Rather than immediately pushing a sales message, downloaders and engaged clickers received a targeted demo offer based on their demonstrated interest.

03 — Build credibility
A customer case study provided social proof and showed providers what success could look like before asking them to take the next step.

This created a simple progression:

Content → Engagement → Demo → Proof → Conversion