Overview

The Marketing Portal is a feature-flagged internal product that enables providers to create and schedule compliant Email and SMS campaigns targeting specific patient segments such as Open-to-Buy (OTB) and Intro to PatientFi audiences.

The initiative transformed marketing from a centralized operational process into a controlled, scalable self-serve capability.

Context

Prior to this project, providers relied on internal teams to execute marketing campaigns. Requests were handled manually, leading to delays, inconsistencies, and compliance concerns.

This project was initiated to:

• Reduce operational bottlenecks

• Improve provider autonomy

• Maintain brand and legal safeguards

• Create scalable marketing infrastructure

My Role

Lead Senior Product Designer

• Led discovery and UX strategy

• Defined end-to-end campaign creation flow

• Designed approval workflow system

• Partnered with Marketing, Ops, and Engineering

• Delivered high-fidelity prototypes and design system components

Problem

Providers needed a way to market to eligible patients independently without:

• Creating compliance risk

• Breaking brand consistency

• Increasing operational burden

The challenge was balancing autonomy with governance.

User Needs & Requirements

Provider Needs

• Easy campaign creation

• Visibility into patient audience

• Flexible scheduling

• Confidence in compliance

Internal Team Needs

• Approval oversight

• Brand consistency

• Clear feedback loop

• Scalable workflow

Solution Overview

A guided campaign creation system embedded within the Provider Portal.

Core Flow:

1. Select campaign type (Email or SMS)

2. Customize content

3. Review audience

4. Schedule

5. Submit for approval

Campaign Creation Experience

Campaign Type Selection

A simplified entry point to reduce decision fatigue.

Content Editor

• Rich text editing

• Approved image library

• Brand-safe customization controls

• Live preview state

Balanced creative flexibility with structural guardrails.

Audience Targeting

The system auto-generates patient lists based on eligibility logic (OTB, Intro campaigns), while allowing manual review.

Features:

• Transparent patient table

• Include/exclude controls

• Clear recipient count visibility

This built provider trust while minimizing targeting errors.

Scheduling & Safeguards

• Confirmation state before submission

• Send immediately or schedule for future

• Designed to prevent accidental sends

Approval Workflow (MVP)

To mitigate compliance risk, all campaigns required internal review.

Workflow:

• Automated preview sent to marketing team

• Approve or decline with reason

• Feedback loop to PSM

• Admin approval dashboard for visibility

The system ensured governance without removing provider autonomy.

Phased Rollout Strategy

Phase 1 (MVP)

• OTB campaigns

• Email and SMS (feature-flagged)

• Approval workflow

• Admin dashboard

Phase 2 (Planned)

• Welcome campaigns

• Expanded template library

• AI-assisted content review

• Campaign analytics & reporting

Impact

Reduced manual marketing coordination

• Faster provider campaign launches

• Improved compliance consistency

• Established scalable marketing foundation

Key Learnings

Autonomy requires clear guardrails

• Transparency builds user confidence

• Approval workflows must be friction-light

• Scalable systems require early governance planning