Make credibility visible before asking for conversion.
Reframed the journey around human trust, pricing preparation and the proof customers needed before entering a medical consultation.
CONFIDENTIAL GROWTH ADVISORY
The business did not need more marketing.
It needed
the sequence.
For a US venture-backed GLP-1 company scaling in Brazil, I audited
the full acquisition-to-consultation journey, surfaced 29 steps where
the operation saw seven, and aligned trust, tracking, paid media,
positioning, team and earned media. During the engagement,
client-reported monthly revenue grew from R$300K in June to R$1M in
August 2026 — 3.3x in just over two months.
3.3xclient-reported monthly revenue
29funnel steps mapped
72Mearned media reach
R$924Kmedia equivalence
THE DIAGNOSIS
The constraint was not one channel.
It was the order of decisions.
The company believed a customer moved through roughly seven steps. The full-funnel audit revealed 29 — with trust breaking between domains, pricing arriving without preparation and a government-ID request reading as pressure instead of protection.
At the same time, the landing page hid its strongest comparison proof after four scrolls, used synthetic faces to communicate medical credibility and offered too little human social proof. Media was not the isolated problem. The customer experience, signal quality, message and operating structure were telling different stories.
Measure each step before optimizing the whole.
Surfaced fragmented Meta accounts, mismatched campaign signals, invisible WhatsApp outcomes and approximately 20% Event Match Quality. Per-step tracking came before funnel optimization.
Choose operators against the system they must run.
Evaluated Head of Marketing and Paid Media candidates before they entered, supporting two hires and reducing expensive trial and error after the fact.
Turn founder credibility into a media engine.
Repositioned the founder around sustainable GLP-1 care, corrected the competitive map and shaped the PR narrative. The work generated national coverage, 72M in reach and R$924K in media equivalence.
R$300K
→ R$1M June to August 2026 · client-reported monthly revenue
→ R$1M June to August 2026 · client-reported monthly revenue
The operating proof is the system, not a magic lever.
No serious operator claims that one advisory input caused every dollar of growth. Multiple people, market conditions and execution choices contributed. What this case shows is the work I led, the sequence that changed and the client-reported revenue trajectory during the engagement.
Diagnostic
See the whole customer and operating system — not only the channel that looks easiest to blame.
Sequence
Fix trust and measurement before spending harder against broken signals.
Stewardship
Build growth that a medical brand, its customers and its investors can continue to trust.
DIRECT ANSWERS
What this case proves.
What changed first?
The team gained a single view of the 29-step journey and the trust and measurement gaps inside it. That changed the order of decisions across conversion, paid media, hiring, positioning and PR.
Did the advisory alone cause the entire revenue increase?
No. Revenue figures are client-reported and multiple factors contributed. This case states what Stephany led and what changed during the engagement; it does not claim sole causation.
Why is the company anonymous?
Confidentiality is part of executive stewardship. The company is described only as a US venture-backed GLP-1 company scaling in Brazil, and selected implementation details are generalized.
What does this show about fractional CMO work?
The value is executive integration, not outsourced channel management: customer trust, economics, measurement, team, positioning and earned authority operating as one system.
Client identity and selected implementation details are withheld or generalized. Revenue figures are client-reported. Media equivalence and reach reflect the engagement materials supplied for this case.
Growth diagnostics change the decision order.