Project

On December 1, 2025, The Innovation Institute became Inneo, with a new name and a forward-thinking strategy focused on non-profit health systems. Inneo is a for-profit healthcare innovation company owned by and embedded in non-profit health systems nationwide. Inneo earns from proven results and that value returns to health systems.

It did not launch with marketing. There was no CRM, no campaign stack, no content engine and no shared story. The website sat in agency-held accounts. Inneo has four business units: the Alliance (operational innovation), the Lab (clinical innovation), Real Estate and Invest. I came in to define their GTM strategy, as a team of one.

I lead brand, strategy and marketing operations, working directly with the Head of Alliance, the CFO, and the CEO. I set the plan, chose the stack, wrote the positioning and built the campaigns, then ran them week to week.

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Process

Organized the business. I mapped an eight-lane launch plan and built a Notion Marketing HQ that the business units now use as their source of truth: company intelligence, competitive audits, personas, marketing operations and project tracking. I chose HubSpot as the platform and set lead definitions so leadership counts the same thing.

Found the story competitors couldn't tell. A competitive audit of nine firms showed most rivals are backed by private equity. Inneo is owned by and embedded in non-profit health systems. That became the lead: owned by, not backed by. I built a weekly competitive intelligence newsletter that keeps leadership current as the market moves.

Built the demand engine. Landing pages, gated assets, email programs and list hygiene, all on Inneo's own domain. Campaigns include the Hoag Hospital revenue cycle case study (AR days down 15% in six months), The Self-Pay Cliff campaign with a self-scoring readiness assessment, and an RCM assessment series.

Built for answer engines. Health system executives now ask AI tools who solves their problems. I structured assessment pages, case studies and newsletters around the questions buyers ask. Inneo now ranks third in AI share of voice against nine competitors, on about a quarter of the budget and size of the firms ahead of it.

Gave the brand a system. Master templates every unit adopts, rebuilt pitch decks for each business unit, a business model graphic that explains the ownership structure in one look, and targeted capabilities campaigns.

Made the company visible. Three recurring newsletters, a LinkedIn program running at about twice the B2B engagement median, company event communications including the Inneo Alliance Summit, a six-part video series for the executive leadership retreat, and earned-media outreach.

Built a workflow that does the work of a team. One connected stack (Figma, Claude, Webflow, Notion, and HubSpot). My rule is to embrace AI for efficiency and reporting, keeping creative authentic. Reusable templates, cloned page builds and a weekly reporting rhythm let new pages, emails and decks ship fast and stay on brand. That speed is how one person covers four business units.

Creative direction gave Inneo a differentiated brand that stands with the best in its market: clean, considered, with smart, simple UI. Running operations made it perform. Creative and operations work best as one system.

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Results

A full marketing function in five months
8 landing pages live across campaigns, events and newsletters
20+ qualified leads from health systems and vendors since the HubSpot launch
Third in AI share of voice against nine competitors, at 12%
3 recurring newsletters: weekly competitive news on 9 firms, and a daily industry roundup (Becker's, HFMA, Modern Healthcare) sent company wide with the top stories for each business unit
LinkedIn engagement at about twice the B2B median
Master templates and rebuilt pitch decks for every business unit

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