As the marketing lead, I spearheaded a data-driven initiative to elevate iTrust EHR’s digital presence and marketing performance. iTrust is a comprehensive SaaS platform for optometry practices, offering cloud-based EHR and practice management tools. With my cross-functional team, I led efforts to modernize the brand’s online footprint, enhance user experience, and drive strategic growth through targeted digital marketing and performance optimization.
Leveraging tools like Google Analytics, Microsoft Clarity, and in-depth competitor analysis, we worked across marketing, design, and tech teams to execute measurable improvements. My leadership contributed to a 37% increase in qualified leads, a 22% improvement in conversion rate, and a 40% faster website performance score within 6 months.
To overcome these challenges, I led a full-scale audit and implemented strategic solutions:
Market & Competitor Research: Conducted deep market scans and segmentation to reposition messaging and better target optometry professionals.
UI/UX Optimization: Partnered with our design team to revamp landing pages and key funnels—cutting user journey friction and reducing bounce rates.
Conversion Rate Optimization (CRO): Implemented A/B testing across pages and forms, leveraging insights from heatmaps and session recordings to iterate faster.
Digital Marketing Overhaul:
Rebuilt ad strategies across Meta, Google, and LinkedIn.
Introduced segmented email marketing flows.
Increased ROAS by 35% over the previous quarter.
Cloud & Backend Coordination: Worked with engineering to introduce performance enhancements, reducing average load times by over 2.5 seconds.
SEO & Content Strategy: Led a content-driven SEO revamp, improving search visibility for optometry software keywords and increasing organic traffic by 28%.
The strategic overhaul delivered measurable results across multiple areas of performance and engagement:
37% increase in qualified leads within six months, driven by optimized funnels and targeted marketing efforts.
22% improvement in website conversion rates, resulting from UX enhancements and ongoing CRO testing.
35% boost in Return on Ad Spend (ROAS) after restructuring digital ad strategies across Meta, Google, and LinkedIn.
28% growth in organic search traffic, achieved through a focused SEO and content strategy targeting high-intent industry keywords.
2.5-second reduction in average website load time, improving usability and contributing to higher engagement rates.
Greater marketing efficiency and automation, reducing manual workload and increasing campaign velocity across all channels.
These results empowered iTrust EHR to scale its digital presence, generate higher-quality leads, and support sustainable growth in the competitive healthcare software market.
I led the entire marketing and optimization initiative—from strategy to execution—working alongside product, tech, and creative teams.
Google Analytics, Hotjar, Microsoft Clarity, Meta Ads Manager, LinkedIn Campaign Manager, HubSpot, Make.com, Figma, and SEO tools like Ahrefs and SEMrush.
37% increase in MQLs
22% improvement in conversion rate
40% better performance score
28% increase in organic traffic
35% boost in ad ROAS
Yes. All systems and campaigns were designed to support multi-location clinics and enterprise optometry networks.
We collaborated closely with legal and development teams to ensure all workflows, landing pages, email campaigns, and third-party tools adhered to HIPAA guidelines. Sensitive data was never exposed or used in marketing automation, and user privacy was a top priority during analytics setup and CRO testing.
I led a multidisciplinary team of 8—including designers, developers, analysts, and copywriters. Using agile methodology and weekly sprint reviews, we ensured alignment across UI/UX, backend dev, and marketing. I coordinated project timelines, delegated tasks, and reported KPIs to stakeholders weekly for full visibility and momentum.
iTrust | EHR/EMR Solutions
Healthcare
Dr. Matthew Chrycy
14 February, 2023
2 Years
You can count on me to personally ensure all your questions are answered quickly and clearly.
Known for hitting the ground running and delivering results from day one, I bring expertise across SEO, Google Ads (PPC), social media marketing, content strategy, business automation, email marketing, lead generation, conversion rate optimization (CRO), marketing funnels, CRM automation, and data-driven digital strategies—all aimed at maximizing ROI and accelerating growth.
Copyright © 2025 All Rights Reserved.
