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Creative Strategy for Expressable
Expressable Online Speech Therapy Cutting Cost Per Lead by 63% for Expressable Through Testimonial-Led Creative
❋ Project ContextExpressable offers virtual speech therapy for children and adults, with strong proof points around insurance coverage and easy remote access. The challenge was turning those practical benefits into messaging that actually moved anxious parents to book, without sounding like a corporate benefits explainer.
❋ My RoleI led the full creative strategy for the campaign, directing the creative approach and visual system across concepts while writing scripts and shaping messaging angles for paid social. I gave feedback to designers and guided execution across deliverables, leading the art direction to ensure the work felt trustworthy, human, and performance‑driven.
63% Lower Cost Per Lead
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Nearly 3x Lead Volume
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63% Lower Cost Per Lead 〰️ Nearly 3x Lead Volume 〰️
Expressable Speech TherapyThe Challenge
Expressable connects families and adults with licensed speech‑language pathologists for online, evidence‑based care, but its paid social and landing pages weren’t fully communicating that depth. The brand was showing up as “online speech therapy” in a crowded telehealth landscape, with creative that treated parents and adults as one broad audience.
Prospective clients weren’t always sure what made Expressable different, how family‑centered care actually worked, or why they should trust an online model over local options. There was no structured way to test which narratives, audiences, and formats drove high‑intent bookings while protecting the clinical, empathetic tone. Expressable needed a creative strategy to define and prioritize audiences, sharpen value propositions, and build a compliant, performance‑driven testing system across paid social and landing pages.
Expressable Speech TherapyApproach
Testing multiple emotional entry points: I built and tested three distinct creative angles against the same core parent persona: an insurance-access infographic for top-of-funnel awareness, a real-parent UGC testimonial for consideration, and a branded animated explainer walking through conditions served and benefits. Each angle addressed a different part of the parent decision, from affordability to trust to clarity around the service itself.
Building condition-specific landing pages: I took a proven speech therapy landing page and created three condition-specific variants for autism, lisp, and stutter. Rather than relying on generic proof points, I customized each page around condition-specific social proof and patient stories so parents could see their exact concern reflected back to them. Reviews were hand-picked by condition, and success stories were framed as named narratives to feel more personal and concrete.
Matching message to emotional reality: Each condition required a different emotional register. Autism leaned affirming, lisp leaned confidence-building, and stutter leaned toward empowerment rather than pity. That same audience thinking carried into the UGC scripting, where all four speech delay scripts spoke to the same parent insight, “trust your instincts,” while using different hooks like uncertainty, outside validation, myth-busting, and time pressure to create real testing diversity.
Making healthcare UGC feel real and stay compliant: A major part of this work was developing UGC that felt authentic without creating compliance risk. I wrote scripts and filming guidance that kept creators in a discovery-and-recommendation lane rather than testimonial language, which protected the client while still sounding like a real parent talking to a friend. The production direction also avoided over-staged visuals, using casual framing, natural light, and script-specific B-roll to keep the content grounded and believable.
A snapshot of top performers, representing the creative formats or messaging that is consistently driving results.