Ads Strategy and Landing Page Optimization
Centro de Psicología Sandra Ribeiro — Marketing Strategist
As a new clinic in a competitive market, the business needed an effective acquisition strategy to drive high-quality patient leads at sustainable costs.
Organic acquisition channels were insufficient to meet growth targets.
The opportunity was to design a paid acquisition strategy (Google Ads) linked to optimized landing pages focused on patient conversion, ensuring high-quality lead generation with measurable ROI.
- Designed and launched Google Ads campaigns targeting therapy-related keywords tailored by patient segment and service type.
- Developed and optimized clinic landing pages to align directly with ad messaging, focusing on clarity, trust-building, and clear calls to action.
- Implemented analytics tracking to measure conversion rates, CPC, and ROI across campaigns.
- Continuously iterated ad copy, targeting, and landing page layouts based on performance data.
- Balanced spend across service offerings to maintain optimal cost per acquisition.
- Achieved sustained high-quality patient acquisition through paid channels, maintaining a healthy CAC relative to service LTV.
- Increased landing page conversion rates significantly through iterative optimization.
- Built a replicable, data-driven paid acquisition model for future service lines.
Pricing Strategy for Service Packaging
Centro de Psicología Sandra Ribeiro — Marketing Strategist
The clinic needed a pricing structure that balanced accessibility for patients with financial sustainability for the business.
Competitive clinics offered inconsistent pricing, often leading to patient mistrust or operational inefficiencies.
There was an opportunity to design transparent, value-driven service packages that improved both patient acquisition and long-term retention.
- Conducted local market research to benchmark therapy service pricing and packaging models.
- Developed tiered service packages tailored to different therapy needs (individual, couples, supervisions, evaluations).
- Implemented transparent pricing models across all clinic communication channels (website, landing pages, internal scripts).
- Monitored sales performance of each package to validate and refine pricing models post-launch.
- Increased patient enrollment rates by offering clear, upfront service packages with strong perceived value.
- Improved operational forecasting and cash flow predictability through standardized pricing structures.
- Enhanced patient trust and reduced friction during the initial onboarding process.
Web Development and Digital Infrastructure Launch
Centro de Psicología Sandra Ribeiro — Web designer
A professional, scalable web presence was critical for credibility, acquisition, and operational communication as the clinic launched into a competitive health services market.
The clinic had no digital presence.
Building a fully functional, SEO-optimized, and conversion-oriented website was critical for marketing effectiveness, brand trust, and patient communications.
- Designed and launched the clinic’s full website, including service descriptions, therapist bios, FAQ sections, and direct appointment request integration.
- Implemented SEO best practices to support organic traffic acquisition strategies.
- Integrated operational systems such as Google Calendar, Slack notifications, and CRM syncing into the web architecture.
- Designed site UX to optimize patient trust-building and easy contact initiation.
- Launched a high-converting, SEO-optimized web presence fully integrated with operational tools.
- Enhanced clinic credibility and enabled organic and paid acquisition campaigns to scale.
- Reduced administrative friction by automating appointment requests and initial patient contact processes.
Branding and UX A/B Testing
Centro de Psicología Sandra Ribeiro — Marketing Strategist
As a new market entrant, brand perception heavily influenced trust, lead conversion, and overall reputation.
Early branding decisions needed validation to ensure maximum resonance with target patient demographics, without wasting early acquisition investments.
- Designed A/B tests across landing pages and promotional materials (different visual styles, messaging tones, brand imagery).
- Monitored engagement metrics, lead conversion rates, and trust signals based on variant exposure.
- Analyzed results to refine the clinic’s brand positioning, visual identity, and communication tone.
- Iterated design and messaging based on behavioral data rather than subjective preference.
- Optimized branding elements for higher trust, higher clickthrough rates, and increased lead-to-patient conversion ratios.
- Built a stronger emotional connection with target demographics through validated visual and messaging choices.
- Established a scalable A/B testing framework for future campaigns and brand updates.
Internship Program Development and Mentorship
Centro de Psicología Sandra Ribeiro — Educator
The clinic sought to expand its service capacity while contributing to clinical education by establishing a structured internship program.
There was no formal internship program or university partnership network to support student clinical training.
Creating a scalable, structured internship program could both enhance clinic operations and strengthen academic ties.
- Negotiated and signed internship agreements with multiple universities and educational institutions.
- Designed a structured internship program, including onboarding materials, practice requirements, and evaluation frameworks.
- Conducted candidate interviews, selection, and onboarding processes.
- Created and led student workshops covering clinical practice, ethics, patient interaction, and operational workflows.
- Developed feedback loops and continuous improvement strategies for the program.
- Established a robust internship pipeline, expanding clinic service capacity and fostering academic collaboration.
- Improved clinic reputation and visibility within educational ecosystems.
- Delivered practical training and mentorship to psychology students, enhancing their readiness for professional practice.
Teaching and Mentorship in Research Methodology and Strategic Thinking
Instituto Europeo De Salud Y Bienestar Social — Educator
As part of the academic team at Instituto Europeo, I was invited to teach and mentor students in postgraduate programs — focusing on research design, data strategy, and applied methodology.
Graduate students — particularly in health, communication, and management fields — often lacked hands-on, structured training in research design, data-driven thinking, and critical analysis.
The opportunity was to bridge this gap through applied teaching, individualized mentorship, and curriculum development anchored in real-world use cases.
- Designed and delivered workshops and lecture series on research methods, quantitative reasoning, and applied analysis using real project frameworks.
- Mentored undergraduate and master’s students across thesis projects — guiding topic design, research execution, and presentation.
- Provided feedback on methodology, ethics, survey design, and data interpretation across disciplines.
- Acted as an academic reference point and workshop lead for students from both domestic and international programs.
- Supported program credibility by embedding industry practices into academic teaching.
- Helped students successfully complete and defend theses in diverse fields including health, marketing, and education.
- Elevated student research quality through critical feedback and iterative support.
- Strengthened the program’s applied research focus, improving student preparedness for post-graduate careers.
- Became a trusted mentor and advisor across multiple academic cohorts.