At the intersection of healthcare education and digital marketing, effective communication isn’t just promotional — it drives adoption, builds trust, and amplifies outcomes. That’s the mission I embraced while helping launch FMT+, a continuing medical education platform from RockTape designed for clinicians, therapists, trainers, and allied health professionals.
From ideation to audience activation, I led the early marketing strategy, audience engagement, and content execution that helped establish FMT+ as a go-to educational resource in performance and rehabilitation medicine.
What Is FMT+?
FMT+ (Functional Movement Training Plus) is an online continuing education platform created for medical professionals seeking advanced training in functional manual therapy. It delivers evidence-based coursework designed to enhance clinician skills, build confidence in clinical reasoning, and support real-world patient outcomes.
You can explore the platform here: https://www.fmtplus.com/
My Role: From Freelancer to Medical Marketing Manager
I first partnered with RockTape in 2020 as a freelance marketer to support the initial launch of FMT+. In 2021, I rejoined the team full-time as Medical Marketing Manager, with ownership over all ongoing digital course marketing.
In this role, I combined strategic planning, cross-channel campaign execution, creative content development, and audience-centric messaging to support course enrollment growth and platform adoption.
Driving Awareness Through Digital & Print Advertising
One of my first priorities was introducing FMT+ to the right audience — busy clinicians and therapists searching for trusted, advanced medical education.
I:
- Developed audience personas based on clinician roles and learning motivations
- Built and managed targeted digital advertising campaigns across paid social and search
- Designed print ad campaigns aligned with industry trade publications and conference placements
- Monitored performance metrics and optimized messaging in real time
The result was a cohesive acquisition strategy that expanded visibility and consistently drove qualified traffic to course landing pages.
Launching Social Channels & Growing Engagement
FMT+ launched without an established social presence — so I:
✔ Built official social media channels from the ground up
✔ Crafted platform-specific content strategies (LinkedIn, Instagram)
✔ Wrote creative, clinically accurate captions that spoke to professional motivations
✔ Curated visual assets that aligned education with practitioner impact
Through disciplined content planning and community building, these channels became a professional touchpoint for course updates, thought leadership, and peer engagement.
Email & Lifecycle Marketing — Keeping Learners Connected
Email was a core driver of engagement and repeat enrollment. I:
- Built segmented lists based on profession, past engagement, and course interest
- Wrote copy that balanced clinical credibility with clear calls-to-action
- Coordinated launch announcement sequences, cart reminders, and ongoing campaign messaging
- Optimized user journeys based on behavioral data and click patterns
These campaigns reinforced FMT+ as an ongoing resource, not just a one-off product.
Web & Ad Copywriting That Converts
In addition to structured campaigns, I wrote high-impact copy for:
- Course landing pages and descriptions
- Paid search and social ad creative
- Email campaigns and promotional series
- Positioning statements highlighting clinician benefits
Every piece of copy was written with dual goals:
- Elevate FMT+ as a credible clinical education choice
- Provide clarity and value to busy medical professionals
Core Skills Demonstrated
Strategy & Planning
- Audience research & persona development
- Multi-channel campaign sequencing
- Conversion-focused content mapping
Content & Copy
- Social media content planning
- Web & landing page copywriting
- Ad creative messaging
Execution & Optimization
- Paid digital ad management
- Email automation strategies
- Analytics tracking & performance iteration
Collaboration
- Cross-functional coordination with clinicians, designers, and product teams
- Translation of clinical expertise into relatable marketing language
Impact & Value
My work with FMT+ helped establish the platform as a recognized, professional learning destination in the sports medicine and rehabilitation space. By crafting structured campaigns, driving thoughtful audience engagement, and aligning messaging with real clinician needs, I supported course visibility and learner acquisition through strategic marketing execution.
Why This Matters for Employers
Today’s healthcare and fitness brands need marketers who:
✔ Understand technical subject matter
✔ Can translate expertise into compelling content
✔ Build campaigns that drive measurable results
✔ Balance professional credibility with scalable growth
If you’re hiring in sports medicine marketing, clinical education growth, content strategy, or digital campaign management, I’d love to connect.