Verne Health
Verne Health builds compliance software for physical therapy clinics, and had grown for three years purely on word of mouth. To scale in a market dominated by old, entrenched software providers, I built a targeted marketing engine from scratch, combining Google Ads with educational LinkedIn content aimed at clinic owners. Within the first 90 days, it was generating 5-8 qualified demo requests a month, a lead source that didn't exist before.
The Challenge
Physical therapists handle sensitive patient data under strict compliance rules, which means a lot of daily admin work. Verne was built by a physiotherapist specifically to solve that problem. But the market is dominated by legacy software companies that clinic owners already know, even if they don't love them, which made it hard for a newer product to get noticed. After three years of steady organic growth, Verne was ready to scale, but that meant they needed a reliable way to get in front of the right clinic owners and show them the time they could save, rather than waiting for word of mouth to keep doing the work.
The Approach
We agreed on a two-part strategy aimed at reaching clinic owners where they actually spend their time, rather than betting everything on one channel. The first part was Google Ads, aimed at capturing existing demand: practitioners already searching for a modern alternative to their current software. The second was LinkedIn, used to share genuinely educational content directly with the target audience, not product pitches, but real insight into how Verne works and the specific admin headaches it removes. I ran the execution from a blank slate, with no existing campaigns or messaging to build on. Because Verne's founder knows the physiotherapy industry from the inside, I could test different messages and hooks quickly and get a straight answer on whether they landed. Most of the early work was translating compliant, technical software features into plain-English, time-saving benefits that a busy clinic owner would actually read past the first sentence. That fast feedback loop showed which language worked with a skeptical, time-poor audience, and once something worked, I doubled down on it rather than spreading budget thin across untested ideas.
The Results
5-8 qualified leads a month. Within the first 90 days, this became, and remains, a steady, repeatable stream of clinic owners actively booking demos, replacing the purely organic trickle Verne had relied on for three years. A working, predictable pipeline. We went from no paid or outbound channel at all to a proven system that generates consistent interest on demand, rather than waiting for referrals. Messaging that's actually mapped out. Testing surfaced exactly what language gets busy practitioners to click, which now lets us estimate the cost of acquiring a new customer with real data behind it. The first 90 days were the foundation, not the finish line. The channels are proven, and I'm still refining the funnel and testing new approaches to keep scaling Verne's growth today.
