Robin Healthcare

An AI-powered hardware and software solution for physician note-taking and clinical documentation.

Before

In 2022, Robin’s sales team was building interest through orthopedic conferences, generating early traction in the competitive medical scribe space. Despite momentum, traditional digital ad strategies—especially in search and LinkedIn—were expensive and underperforming due to rising demand and crowded messaging around AI.

What I Did

To lower costs and improve lead quality, I redesigned the go-to-market strategy:

• Tested multiple platforms in controlled segments to identify cost-effective lead sources

• Moved away from high-CPC tactics like LinkedIn Ads and broad SEM targeting

• Shifted budget into physician journals, conference e-blasts, and purchased contact lists

• Created a direct mail campaign: Robin’s device was sent to physicians with a personalized note and contact info

• Repositioned ad messaging to highlight AI and automation benefits, focusing on real physician pain points like coding or administrative burden

• Published targeted content that ranked for specific terms like automate insurance coding

Results:

• Physician journal ads and conference e-blasts dropped CPL to $70 per qualified lead

• Direct mail campaign drove 75% meeting request rate from the targeted list

• SEM refocus on physician pain points led to 5+ qualified inbound leads per week through blog content

• Creative outreach helped Robin stand out in a saturated market before the AI boom took hold