Jo McLachlan

Background

About Jo McLachlan

Strategic, data-driven, and deeply rooted in patient-first, performance-focused marketing. As Senior Director of Marketing at Sage Dental, a fast-growing DSO with 150+ locations across the Southeast, I lead end-to-end strategy for patient retention, omnichannel communication, and brand development. My work spans HIPAA-compliant automation, SMS/email nurture, direct mail, outbound dialing, and conversion-optimized content built to scale across multiple regions and patient types. I collaborate daily with cross-functional teams including BI, IT, legal, compliance, operations, and executive leadership to align marketing strategy with clinical performance and growth goals. I lead a high-performing team focused on improving every stage of the patient journey: acquisition, reactivation, missed appointment recovery, treatment conversion, and long-term loyalty. My passion lies at the intersection of creativity, compliance, and ROI. I build systems, playbooks, and processes that elevate brand consistency while driving measurable outcomes. Recent achievements include- Launching multi-touch retention journeys across 150+ offices (email, SMS, direct mail, outbound dialer)- Driving web strategy enhancements for booking flow, compliance, and UX optimization - Implementing content testing frameworks (A/B) and data segmentation to improve targeting and performance I actively explore and apply AI tools to enhance operational efficiency, campaign ideation, and team enablement. From accelerating QA workflows to generating content variants for testing and documentation, I’ve built multiple internal-use GPTs to support scalable marketing operations and help my team work smarter. As AI continues to evolve, I focus on leveraging it responsibly to complement human creativity, improve speed to execution, and unlock new opportunities in personalization and performance. I'm always looking to connect with leaders in healthcare, SaaS, and digital transformation, especially those passionate about lifecycle marketing, experience design, and patient-centric growth. Core strengths: Web strategy, patient lifecycle marketing, conversion optimization (CRO), HIPAA-compliant automation, A/B testing, email and SMS campaigns, cross-functional leadership, generative AI integration, marketing operations, analytics and segmentation, enterprise brand development, and digital experience optimization. Let’s talk systems, strategy, and how we can push the boundaries of what healthcare marketing can deliver.