Kara Rock

About Kara Rock

With more than 5 years of experience in marketing leadership roles, I have a demonstrated track record of driving customer acquisition, forging new digital marketing strategies, optimizing integrated campaigns, consistently outperforming targets, and enabling top-line growth and profitability.As Marketing Specialist at The Orthopaedic Center, I propelled our annual patient acquisition rate to 28%(versus a historic growth rate of 8%) by leading multi-channel campaigns (Google Ads, social media, referral marketing, etc.).I also achieved a 5X return on advertising spend by optimizing our initial ad targeting as well as via retargeting initiatives.As Marketing Coordinator at The Orthopaedic Center, I oversaw a $3K investment in new digital marketing campaigns, generating $225K in annual revenues derived from a 15% increase in new patient appointments (representing a 75X ROAS: return on ad spend).And as Head of Advertising, Sales & Public Relations at Miggy’s Corporation, I implemented the Sprout Social platform, boosting our number of Facebook followers from 100 to 2K+ and increasing the effectiveness of social media campaigns to reach 5K individuals.

Experience

1. Marketing Specialist

   Toc- The Orthopaedic Center

   Jan 2024 — Present · Huntsville, AL, US

   I oversee strategic marketing initiatives across digital, social, and traditional channels for a leading healthcare provider with ~$50M in annual revenues. I directly manage $250K in annual marketing spend while providing critical input re the allocation of TOC’s entire $1.7M marketing budget. I report directly to the Head of Marketing and lead a 2-person team. Increased annual patient acquisition 28%(v. target of 10% and historic growth rate of 8%) by leading multi-channel campaigns (Google Ads, social media, referral marketing) focusing on high margin services such as walk-in clinic and orthopedic services. Forged mission-critical relationships with primary care providers, dramatically expanding network of referring primary care providers from 45 to 120 and boosting physician referral traffic 22%. Achieved 5X return on advertising spend. Revamped digital advertising campaigns, reducing average cost per lead to $42 (v.$75 CPL for leading competitor). Optimized SEO strategy to rank #1,#2, or #3 for high-intent keywords. Averaged 12K views for patient success Instagram story reels (v. 3K average of leading competitor) and 6.3% user engagement per Instagram post (v. industry average of ~3%). Obtained 73% positive brand sentiment across all social media / online platforms. Generated 2X number of Google reviews as leading competitor with 4.8-star average. Spearheaded new patient education campaigns (video and blog series), generating 15K+ online views within 1st week and delivering 25% increase in brand recognition nationwide. More than doubled number of events sponsored by TOC from 25 to 50+. Orchestrated annual continuing education conference, featuring 15 physician speakers and increasing number of attendees from 100 to 250 (constrained by max capacity of venue). Ensured conference materials in compliance with ACCME requirements, enabling each participant to receive 34 continuing medical education credits.

Education

• Auburn University

  Bachelor of Arts - BA, Communication and Media Studies

• Western Governors University

  Master of Business Administration - MBA