Growth starts with understanding why patients choose.
Most campaigns start with channels. We start with the person—their fears, their motivations, the friction between them and care. Human understanding is the foundation. Strategy is what we build on it. AI is how we scale it.
And every system we build is yours to own.
51%
patient volume increase in targeted market – brand and campaign strategy grounded in human understanding
Summit Orthopedics · Minneapolis–St. Paul
8 wks
GI department booked out – service line campaign built from patient barriers, not channel assumptions
Tamarack Health · Northwest Wisconsin
1,800%
increase in social engagement – brand system activation that built sustained community presence
Virtua Health · New Jersey
Why people choose care—or avoid it—is the only question that matters.
Most healthcare campaigns start with a service line to promote and a channel to run it on. We start earlier: with the specific person you’re trying to reach, and the specific barriers standing between them and the care they need. That’s not a nice-to-have. It’s the difference between a campaign that fills schedules and one that generates impressions.
We call it human-centered strategy. It means building behavioral personas grounded in real motivations—the fears, the life circumstances, the decision triggers data alone can’t surface. And then designing every message, channel, and piece of creative around what we learn.
AI + human understanding
AI without human insight produces scale without resonance.
AI is most powerful when it’s amplifying something true; and something true starts with understanding your patient, not prompting a model. Here’s how we integrate AI into the work, and what it makes possible.
Insight + research
Faster, deeper understanding of your audience
AI-assisted analysis of patient feedback, community data, search behavior, and competitor positioning—processed faster than traditional research, but always interpreted through a human lens. We use it to surface patterns, not replace judgment.
Content + activation
Scale that stays on-strategy and on-brand
AI-assisted content production that works from the human-centered messaging framework we build together, not generic prompts. The result is content that sounds like your brand and speaks to your specific patient. Speed without drift.
Performance + optimization
Measurement that connects to what leadership actually cares about
AI-assisted performance analysis that connects campaign signals to operational outcomes, not just digital engagement. We build dashboards that translate marketing data into the language of service line volume, scheduled appointments, and margin contribution.
“AI accelerates the work. Human understanding determines whether the work is worth accelerating. We start with the person—every time.”
Built to be owned. Not renewed.
Most agency relationships are built so the longer you stay, the more you need them. We build the opposite—strategy and systems your team can run independently. Healthcare marketing teams are leaner than they were three years ago, but the expectations haven’t changed. A partner who leaves you more capable than you started is worth more than one who keeps the keys.
The process
Months 1–3
Hailey Sault leads, with your team alongside.
Full strategic and creative ownership with us. Your team contributes, observes, and builds context for everything being created.
Months 4–6
Shared ownership. Transfer begins.
Your team leads campaign development. We review, advise, and QA. Documentation, training, and playbook development happen in parallel.
Month 6+
Your team runs the system.
We’re available for new initiative strategy, creative bursts, or consulting as priorities shift. But the system belongs to you.
Healthcare isn't one audience. It's many.
Each vertical has its own patient decision logic, its own trust dynamics, and its own competitive reality. We don’t apply a generic playbook. We start with what’s specific to your situation.
Hospitals & Health Systems
The challenge isn’t generating leads; it’s proving they became patients, and that those patients moved the margin. Service line growth, bottom-of-funnel attribution, and leadership buy-in are the real deliverables. We build the campaign architecture and measurement system that connects impressions to scheduled appointments and makes that story visible to Finance and your marketing team.
Behavioral & Mental Health
Behavioral health marketing requires a fundamentally different discipline than general healthcare marketing. The audiences are reaching out from a place of vulnerability. Stigma is real and visible in the data. The message that moves someone to call for help looks nothing like the message that fills a GI schedule, and treating them the same is a mistake most agencies make. We’ve built campaigns for mental health, addiction recovery, and co-occurring disorder programs that drive both referral volume and consumer response, without exploiting the vulnerability of the people you’re trying to serve. We understand the B2B referral channel and the B2C consumer channel, because in behavioral health, both move the needle.
Regional & Rural Health Systems
Regional and rural health systems don’t win by out-resourcing large systems. They win by out-relating them. Patients in smaller communities do not choose care based on brand recognition. They choose based on trust, proximity, and the sense that their local system understands the realities of their lives. We helped Tamarack Health navigate a complete system rebrand, launch a new specialty clinic in an untapped market, and build a service line campaign system their small marketing team now runs independently. We understand lean teams, local identity, and what it means to compete without a big-system budget.
Women's Health & Family Care
Women are the primary healthcare decision-makers for most households—and among the most systematically under-served by the healthcare system itself. Nearly 30% of women report having their concerns dismissed by a provider. Our work in women’s health starts by acknowledging that reality, not glossing over it. The Nurturing Bonds campaign for Lake Region Healthcare gave women permission to prioritize their own care, by first validating why they hadn’t been. That kind of insight-driven creative doesn’t come from a channel strategy. It comes from listening.
Employee Health, Health at Home & B2B Healthcare
These verticals require simultaneous fluency in two directions: reaching employers, benefits managers, and HR leaders on the B2B side while activating employees, patients, and families on the B2C side. Most agencies can do one well. We build coherent campaign systems that speak to both audiences without losing voice or strategy. For digital health and healthcare technology organizations specifically, we understand that your buyer is risk-averse, already overwhelmed with vendor outreach, and evaluating you on credibility first, features second.
The work in action
Real problems. Human-centered solutions. Measurable results.
Every engagement starts with understanding. Every result connects back to a patient who made a decision because the message was right for them at the right moment.
“Working with Hailey Sault is like going down the hall to bounce an idea off someone I’ve worked with for years and coming back enlightened and refreshed — but after the first meeting, not years. They deeply listen, ask eye-opening questions, and then listen some more. They are authentic partners in our mission.”
Jillian Lampert, PhD, RD, LD, MPH, FAED —
Chief Strategy Officer, The Emily Program
GOALS MET AND EXCEEDED
The work in action
Listen to Your Gut: The campaign that drove 8 weeks of GI appointments at Tamarack Health
Standing out in a Saturated Orthopedic Market: Driving a 51.14% Surge in Patient Volumes.
Start here
Tell us what you're working on. We'll be straight with you about whether we can help.
Not every engagement is the right fit. We’d rather have a direct 30-minute conversation than send a proposal that doesn’t serve you. If you’re a healthcare marketing leader navigating service line growth, team capability, or making the case to leadership, we’re worth talking to.
Mike Seyfer — CEO, Hailey Sault
