Full-Stack Marketing for a Practice That Changes Lives.
A specialty functional neurology clinic with extraordinary clinical depth and zero digital presence. We built every channel from the ground up.
90-120
Min assessment
~400
Test points per exam
8
Channels built from zero
9
Active workstreams
The Client
They find answers conventional medicine doesn't.
Tampa Bay Functional Neurology (TBFN) is a specialty clinic in Brandon, Florida led by Dr. Devin Radford and Dr. Nicholas Obi, both board-certified functional neurologists. Their patients typically arrive after seeing 5-15+ providers without resolution - people living with autonomic dysfunction, POTS, post-concussion syndrome, vestibular disorders, and Long COVID neurological effects.
TBFN's clinical differentiator is a standardized, objective neurological assessment that runs 90-120 minutes and tests approximately 400 individual data points. This isn't a 15-minute exam with a referral to someone else. It is the kind of thoroughness that patients describe as “the first time anyone actually listened.”
Their ideal patient is research-driven, medically literate, often frustrated, and actively searching for a provider who takes autonomic dysfunction seriously. These patients exist. The problem was that there was no bridge between them and the practice.
At a Glance
Client
Tampa Bay Functional Neurology
Principals
Dr. Devin Radford, Dr. Nicholas Obi
Location
Brandon, FL (Tampa Bay)
Specialty
Functional neurology - autonomic dysfunction, POTS, post-concussion, vestibular, Long COVID
Engagement
Full-stack marketing partner (ongoing)
Scope
Brand, paid search, paid social, landing pages, social media, YouTube, lead triage, tracking & attribution, reporting
The Challenge
Extraordinary clinical depth. Zero digital presence.
When Green Pants Studio engaged with TBFN, the practice had zero marketing infrastructure. Not underperforming channels - no channels at all. Here is what we walked into:
No paid advertising on any platform
No brand messaging framework
No social media presence or content calendar
No landing page or conversion architecture
No lead qualification or triage process
No pixel, custom conversions, or analytics tracking
No retargeting strategy
No YouTube or video content strategy
The clinical capability was already world-class. Our job was to build the infrastructure that connects that capability to the patients who need it most.
What We Built
We didn't run a campaign. We built a system.
Working as an embedded marketing partner (not a vendor handed a brief), we developed every channel concurrently and built the infrastructure that makes sustainable patient growth possible.
Brand Positioning & Messaging
- Identified TBFN's core truth: they find answers for patients that conventional medicine hasn't
- Established 80/20 content ratio: 80% educational value, 20% promotional
- Developed audience-specific messaging frameworks for each condition vertical
- Created a tone of voice that is clinically credible without being clinical
Paid Search (Google Ads)
- Structured campaigns targeting high-intent search terms across core conditions: autonomic dysfunction, POTS, post-concussion, Long COVID neurological symptoms
- Separate ad groups per condition to match search intent to landing page content
- Negative keyword architecture to eliminate low-quality traffic
- Ongoing bid strategy and quality score optimization
Paid Social (Facebook & Instagram)
- Three-stage retargeting funnel: cold audience awareness, Dr. Radford's origin story video, and clinical Q&A sequence for high-intent viewers
- Custom audience builds based on condition-specific engagement patterns
- Creative testing across video, carousel, and static formats
- Landing page alignment for every ad set to maintain message match
Landing Pages
- Full-length HTML landing page centered on TBFN's standardized autonomic reflex testing methodology
- Built to convert patients actively seeking an objective neurological diagnosis
- Social proof integration, physician credibility section, and clear booking CTA
- Continuous A/B testing on form placement and copy variants
Lead Triage & Outreach
- Lead quality framework scoring every inquiry against TBFN's patient profile
- Criteria: multiple prior providers, symptom duration, condition alignment, geographic feasibility
- High-priority cases flagged and contacted within defined SLAs
- Outreach templates, follow-up cadences, and physician communication protocols
Tracking & Attribution
- Facebook Pixel with custom conversion events for every meaningful user action
- Google Analytics (GA4) with enhanced e-commerce and event tracking
- Google Search Console baseline and ongoing keyword monitoring
- Full attribution backbone enabling data-driven budget allocation across channels
Social Media & Community
- Ongoing content creation across Facebook and Instagram
- Complex autonomic neurology translated into clear, empathetic language
- Community response protocol handling inbound patient questions
- Content calendar built around condition awareness months and clinical milestones
YouTube Content Strategy
- SEO-aligned titles and descriptions for every published video
- Thumbnail strategy and visual consistency
- Each video positioned within a content ecosystem designed to educate and nurture
- Playlists structured by condition to support long-form patient research journeys
Reporting & Optimization
- Monthly performance reports across all active channels
- Lead quality analysis correlating ad spend to consultation bookings
- Funnel diagnostics identifying drop-off points and conversion blockers
- Budget reallocation recommendations based on actual patient acquisition data
How We Operate
Four principles that guide every decision.
Lead quality over volume.
A clinic that runs 90-minute assessments can't absorb 200 unqualified leads per month. Every system we built prioritizes patients who match TBFN's clinical profile - not just anyone who clicked an ad.
Funnel diagnostics over campaign blame.
When lead flow dips, the answer is rarely "the campaign is broken." It's usually a landing page friction point, a lead follow-up delay, or a messaging mismatch. We diagnose the funnel, not just the ads.
Accuracy over hook.
Healthcare marketing that overpromises creates patients who don't convert and physicians who lose trust. We never say anything in an ad that Dr. Radford or Dr. Obi wouldn't say in person.
Systems over campaigns.
Campaigns end. Systems compound. Everything we build at TBFN is designed to keep working after the initial launch - tracking, lead scoring, retargeting sequences, content libraries.
Results
This is a live, ongoing engagement.
CPL, ROAS, consultation booking rate, and patient acquisition cost are tracked continuously through Google Analytics, ad platform dashboards, and our internal reporting stack.
Because TBFN is a specialty clinic with a low-volume, high-value patient model, we don't publish vanity metrics. What matters is qualified consultations booked, patients who match TBFN's clinical profile, and long-term treatment plan conversions.
Live performance data available on request.
We share detailed channel-level performance data, lead quality breakdowns, and patient acquisition metrics directly with prospective clients in conversation.
Client Perspective
“We had the clinical methodology to help patients that no one else could reach. Green Pants gave us the infrastructure to actually reach them.”
Dr. Devin Radford
Co-Founder, Tampa Bay Functional Neurology
What's Next
The engagement is ongoing. The system keeps compounding.
This is not a project with a delivery date. It is an embedded marketing partnership with active workstreams across every channel:
Expanded Google Ads coverage across additional condition verticals
Landing page iteration based on lead quality and booking rate data
YouTube content expansion with condition-specific educational series
Retargeting funnel refinement based on engagement and conversion patterns
Physician referral marketing materials (print and digital)
Health expo and community event collateral
Interested in working together?
Green Pants Studio builds integrated marketing systems for practices that change lives. Tell us about your practice.
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