Lumina Care — B2B Telehealth
Oct 2025–Sep 2026
Lumina Care: Healthcare Branding, Messaging, and Strategy
(01) — Overview
Lumina Care delivers telehealth and care management programs to post-acute care facilities, a specialized niche within healthcare. Over twelve months, I refreshed the brand with Afton Klein Group, working on new positioning and communications, and carried it through the website, content, and paid media.
The foundation compounded. By the final quarter, the expertise built through owned content was powering the paid work, and LinkedIn performance with healthcare executives changed dramatically as a result.
Website
(02) — luminacare.com
A brand new website brought the new brand and communications to life.
Homepage — hero
Homepage — full page
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Programs — full page
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Thought leadership
(03) — Content
With the brand in place, owned media moved beyond core services toward the differentiators that demonstrate real expertise in skilled nursing operations: compliance, seasonality, continuity of care, and outcomes. Written by me.
Owned
luminacare.com
01
Lumina Care Q3 2026 Newsletter: The Operations Quarter
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02
The Two Halves of the SNF Year: A Corporate View
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03
The Rules Behind the Care: Understanding Compliance in Skilled Nursing
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04
When Variability Becomes the Hidden Cost in Skilled Nursing Operations
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05
Coordination and Continuity Are Core to Quality Care
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06
Case Study: Reducing Hospitalizations Through Continuous Clinical Care
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07
Protecting Progress in Care Delivery
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Paid media
(04) — Trade press
Trade press put that expertise in front of operators and clinical leaders where they already read, through sponsored interviews, advertorials, print, and email.
Paid social
(05) — LinkedIn, Feb–Sep 2026
LinkedIn strategy moved in three phases: from post-refresh awareness, to a rebuilt audience of healthcare decision-makers, to services messaging delivered as expertise. Paid and owned media narrowed together, away from core brand offerings and toward the differentiators that prove Lumina knows skilled nursing.
I — Feb–Apr
Launch the refresh
Brand awareness following the rebrand: introducing the new Lumina Care to long-term care operators, built on the refreshed positioning.
CTR 0.92% · CPC $18.53
II — May–Jun
Rebuild the audience
The spring campaigns went live misconfigured, and clicks hit $61.94 apiece. I stepped in, rebuilt targeting around the real buying committee (C‑suite, regional directors, clinical leadership) and cut the experiments that failed outright.
CTR 0.39% · CPC $61.94
III — Jul–Sep
Lead with expertise
Same decision-makers, sharper message: services sold through outcomes data, case results, seasonal clinical risk, drawn from the thought leadership running on owned channels.
CTR 4.26% · CPC $0.53
The ads
Mobile renders as served · combined CTR per message
I · Awareness
0.74% CTR
I · Awareness
0.90% CTR
I · Awareness
0.93% CTR
III · Expertise
4.99% CTR
III · Expertise
4.92% CTR
III · Expertise
3.14% CTR
III · Expertise
2.86% CTR
III · Expertise
2.52% CTR
III · Expertise
2.34% CTR
Boosted article
2.82% CTR
Boosted article
2.40% CTR
Results
Q2 campaigns → Q3 build, comparable spend
10.9×
Click-through lift — 0.39% to 4.26%
$0.53
Cost per click, down from $61.94
346,703
Impressions on $17,962.69 managed
All figures from first-party LinkedIn Campaign Manager exports, 1 Feb – 11 Sep 2026. Boosted posts held out of campaign comparisons.
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