Content + design

Monthly newsletter system

Built a provider-facing newsletter from scratch — designed as an educational touchpoint to deliver value, celebrate clinicians, and strengthen referral relationships across four markets.

Canva Email Content strategy Analytics

Role: Marketing lead (owner) Cadence: Monthly Company: Amae Health 2026

Problem

Amae had no recurring touchpoint for referring providers outside of direct outreach. Once a clinician made a referral — or didn't — there was no mechanism to stay top of mind, build trust over time, or demonstrate the depth of Amae's clinical model. The relationship was purely transactional.

I saw an opportunity to create something that offered genuine value to providers: industry news, clinical insights, event invitations, and recognition for both Amae's clinicians and the referring providers in our network. The goal was to position Amae as a thought partner, not just a referral destination. There was internal pressure to make the newsletter availability-focused — essentially a monthly sales email — but I advocated for an education-first approach that would build long-term credibility with a clinical audience.

Process

I built the newsletter system end to end — content strategy, template design, market segmentation, and performance tracking.

Strategy Content framework & editorial vision Defined the newsletter's purpose as an educational and relationship-building channel — not a sales vehicle. Designed a modular content framework with recurring sections that could be mixed per issue: clinical spotlights recognizing Amae and referring clinicians, event announcements (CEU events, open houses), industry news, and a platform for clinical researchers and thought leaders. Availability information was included as a secondary element, not the lead.

Content strategy Editorial calendar Stakeholder alignment

Design Reusable template in Canva Built a reusable newsletter template in Canva with modular content blocks that could be swapped, reordered, or customized per market. The design was clean and clinical-audience appropriate — prioritizing readability, clear hierarchy, and mobile optimization. Each market gets its own version with region-specific content while sharing the same visual system.

Canva Modular template Mobile-first

Operate Market segmentation & performance tracking Set up market-specific newsletter versions — Bay Area, New York, Los Angeles, and Raleigh — each tracked in the Marketing Calendar on Notion with subject line variants, send dates, regional tags, and status. Tracked open rates and click performance across markets to iterate on content, subject lines, and timing month over month.

4 market segments Notion tracking A/B subject lines

Outcome

Content modules

Recurring

Clinician spotlights

Recognize Amae providers and referring clinicians

Recurring

Events & CEUs

Continuing education events and open house invites

Recurring

Industry insights

News, research, and clinical thought leadership

Rotating

Researcher platform

Spotlight clinical researchers and authors

Rotating

Care model updates

What's new at Amae — services, programs, team

Secondary

Availability

Current intake capacity by market

Market versions

Bay Area New York Los Angeles Raleigh

March subject line

"What if discharge didn't mean a gap in care?"

System

Newsletter template

Reusable Canva template with modular content blocks, market-specific variants, and a consistent visual identity designed for clinical audiences.

System

Production workflow

End-to-end process tracked in Notion — from content planning and subject line testing to regional segmentation and post-send performance analysis.

The newsletter gave Amae a recurring, high-value touchpoint with referring providers — one that built credibility through education rather than asking for referrals. By leading with clinical value and treating availability as a secondary detail, the newsletter positioned Amae as a thought partner in the provider's network, not just another referral option.