Joe Dreher • B2B GTM & Growth Strategist • Remote • St. Simons Island, GA

Case Study: BakoDx

  Product Launches
  Lead Generation
  Brand Architecture
  Go-to-Market

Healthcare ✦ Diagnostics

Creative Design Manager & Digital Marketing Specialist (2018-2021)

In 2020, I executed marketing across nine diagnostic service launches —including three COVID-19 tests— under compressed timelines. I introduced and implemented Wrike to automate the creative production and approval workflow from execution through CEO sign-off, cutting creative cycle time by 50% and getting sales materials to market faster across all four brands.

4 brands unified under a single identity, driving inbound referrals

100+ digital and print delivered across the portfolio, fueling physician lead flow to sales reps

Contributed to top 3 regional market share in diagnostic testing at peak COVID demand

50% reduction in go-to-market time via a reusable content playbook scaled across all brands

Complex clinical data translated into compliant assets that moved physicians from awareness to orders

B2B Healthcare Demand Generation

Multi-Brand Campaign System

Unified four diagnostic brands under a single identity across video, web, print, and tradeshow — creating a reusable launch playbook that accelerated demand generation across the entire portfolio.
COVID Pivot: Rapid Launch

Standardized specimen collection across SARS-CoV-2 and Flu A/B testing — cutting submission errors, accelerating lab processing, and enabling BakoDx to scale COVID-19 testing volume fast enough to capture regional market share
Physician Lead Funnel

Rebuilt key pages on bakodx.com to reduce friction in physician and payer pathways — driving a 50% reduction in bounce rate, 2x time on site, and a 400% lift in form submissions that fed directly into sales pipeline.
Targeted Demand Gen

Broke through clinical sameness with category-specific creative that earned measurable engagement from podiatry audiences and drove qualified traffic into the resistance-testing conversion funnel.
New Revenue Line Launch

Anchored a cross-channel launch that moved podiatry clinicians from awareness to active orders — accelerating a new PCR revenue line and deepening BakoDx's share within that specialty.
Cross-Brand Content Library

Reduced specimen submission errors and accelerated physician workflow across four brands by building a system-wide Practice Essentials library — turning complex lab requirements into clear, compliant reference tools used at point of care.
Physician Adoption Enablement

Accelerated physician adoption across StrataDx's network by simplifying the point-of-care experience with compliant packaging and quick-reference inserts that reduced onboarding friction and increased testing volume.
Sales Enablement System

Launched DermSTAT with a unified sales collateral system across sister brands — clarifying the clinical value proposition, standardizing the visual identity, and giving reps the tools to accelerate physician adoption from day one.
Pipeline at Lockdown

Preserved pipeline during COVID-19 lockdowns by replacing canceled trade shows with a browser-based virtual booth — featuring education modules, live rep handoff, and integrated lead capture that continued generating qualified provider inquiries without interruption.
Multi-Brand Web Buildout

Extended the BakoDx demand generation playbook across sister-brand web properties — optimizing physician-facing UX and messaging to drive consistent inbound lead flow across the full diagnostic portfolio.