Sword Health
Sword Health is a pioneering healthtech platform on a mission to give everyone, everywhere access to clinical-grade healthcare from home.
Ana helped Sword launch in the U.S., repositioning the brand, and evolving the messaging and value proposition for both B2B (employers and health plans) and B2B2C (members) audiences. She built the marketing engine from scratch, and partnered with Product to translate clinical credibility into an accessible, human experience, driving adoption across enterprise clients and patients alike.
Location
New York, NY
Team
8 marketers in the U.S. and Portugal, covering B2B, B2B2C, PR, Content + Social, Performance, Operations and Creative.
Role
Head of Marketing
Years
2019 - 2020
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Built and executed a content and organic social strategy that increased engagement by 5x.
Earned national coverage in The New York Post and Healthline; recognized by Inc.’s Best in Business Awards and the UCSF Digital Health Awards.
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Repositioned SWORD for the U.S. market, evolving messaging and value propositions for B2B (employer and health plan) and B2B2C (member) audiences.
Launched a new website to better articulate the enterprise value story.
Developed all sales enablement materials, including pitch decks, RFP responses, and member marketing plans.
Partnered with Product to evolve the experience to better meet the needs of U.S. consumers
Launched two new products: wrist therapy for carpal tunnel and pulmonary rehab for post-COVID recovery.
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Replaced industry conferences with a webinar and virtual booth series featuring live physical therapy sessions for common WFH issues.
Produced the company’s first industry report on the state of musculoskeletal (MSK) pain.
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Built the B2B2C activation program from scratch, onboarding Sword’s first U.S. members and driving a 500% year-over-year increase in active users.
Scope
Scaled from zero to the fastest-growing health provider in Year 1
Increased active users by 500% YoY
Valued at $4 billion within 5 years of launch