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Fractional CMORebrand & WebsiteDemand GenEvent Marketing
Rebranding — and Growing — a 40-Year Leader in Healthcare Education
As CineMed’s fractional marketing leadership, UPBEAT unified three sub-brands under one identity, launched a new website, and built the always-on demand engine now driving their next era of growth.
Client
CineMed
Industry
Healthcare Education · CME
Engagement
Fractional CMO + Event Marketing
+236%
LinkedIn follower growth year over year
$1.41
Average LinkedIn ad CPC — 64% lower YoY and well below platform benchmarks
+21%
Website visitors YoY, following the rebrand and new-site launch
Overview
Four decades of authority, a brand to match.
CineMed is a healthcare education company with 40+ years of expertise — over a million professionals educated and 2,000+ accredited CME events produced. Their offering spans three pillars: CineMed CE, Learn, and Live. The expertise was world-class. The brand and marketing behind it hadn’t kept pace.
UPBEAT came on as CineMed’s fractional marketing leadership — acting as their CMO. We set strategy, defined their ICPs, built and managed the marketing team, and worked side by side with internal leadership toward their business goals. And under CineMed Live, we took on the event marketing CineMed delivers for the client events it manages and accredits.
Services Provided
  • Fractional Marketing Leadership (CMO)
  • Brand Strategy & Rebrand
  • Visual Identity & Guidelines
  • Website Design & Launch
  • Content Marketing
  • Thought Leadership Campaigns
  • Lead Generation & Lead Magnets
  • Account-Based Marketing
  • ICP & Persona Development
  • Event Marketing (CineMed Live)
  • Email Marketing & Automation
  • Paid Social (LinkedIn + Meta)
  • Social Media Management
  • Marketing Team Build & Management
  • Tradeshow & Event Collateral
  • ACCME Compliance
The Rebrand Architecture — Three Pillars, One Brand
CineMed CE
The enterprise compliance partner — scaling accredited continuing education across departments with audit-ready precision.
CineMed Learn
Turning clinical subject-matter expertise into premium digital learning — microlearning, case studies, and mobile-first formats.
CineMed Live
Full-service CME event production — logistics, AV, and credit tracking for the workshops and conferences CineMed runs for clients.
The Results
A rebrand and new website launched across three sub-brands — then a demand engine that turned CineMed’s authority into measurable growth.
+236%
LinkedIn follower growth YoY
+295%
Ad clicks YoY, with +128% CTR
$1.41
Avg. LinkedIn CPC — 64% lower YoY
+21%
Website visitors YoY post-relaunch
The Challenge
A trusted name that looked and sounded dated.
After 40 years, CineMed had earned deep authority in healthcare education — but three distinct offerings had grown up without a unified brand, a modern website, or a marketing function to carry them. Prospects couldn’t see how CE, Learn, and Live fit together, and there was no consistent engine generating demand for any of them.
Everything also had to clear a bar most marketing teams never face: ACCME compliance. In accredited medical education, copy can’t overstate outcomes, imply causation, or blur education and promotion — and CineMed Live’s events target small, specialized audiences of surgeons and physicians where precision matters more than volume.
Three sub-brands, no system
CE, Learn, and Live lacked a unified identity, messaging, or visual language.
A dated digital presence
The website and collateral didn’t reflect the caliber of the education.
No marketing engine or team
No always-on demand generation and no in-house function to run it.
Compliance-bound everything
ACCME standards governing every claim across every channel.
The Approach
Marketing leadership, not just deliverables.
01

Lead as Fractional CMO

Own the strategy, not just the tasks — define ICPs and personas, build and manage the freelance/vendor team, and partner with internal leadership to align marketing with real business goals.
02

Rebrand & Relaunch

Unify CE, Learn, and Live under one brand — solidified messaging and visual guidelines across all three pillars — then launch a new website that finally matches the reputation.
03

Build the Demand Engine

Always-on content, thought leadership, lead magnets, ABM, and paid social — plus full-service event marketing for CineMed Live — all kept rigorously ACCME-compliant.
Our Process
What we built together.
01
Rebranded across three pillars
Developed unified brand messaging and visual guidelines spanning CineMed CE, Learn, and Live — clarifying what each offering is, who it serves, and how they add up to one company.
02
Launched a new website
Rolled the new brand into a rebuilt site with proper analytics — giving every future campaign a modern, conversion-ready home and lifting website visitors 21% year over year.
03
Stood up the marketing function
Defined ICPs and audience personas, then hired and managed the freelancers and vendors to execute — running cross-collaborative delivery so leadership got an operating marketing team, not a to-do list.
04
Ran always-on demand generation
Built content and campaign strategy and executed it: multiple lead magnets end-to-end (content, design, landing-page build, and promotion), account-based marketing, and a consistent social presence across channels.
05
Launched LinkedIn thought leadership
Positioned CineMed’s sales and executive leaders as voices in healthcare education with individual thought-leadership and growth campaigns — feeding both brand authority and pipeline.
06
Powered CineMed Live events end-to-end
For the events CineMed manages and accredits for clients: met with CE teams and event faculty, refined branding and messaging, built the Cvent registration site, ran email end-to-end, promoted across channels, and shipped full faculty media kits with step-by-step promotion guidance.
07
Kept everything compliant
Authored and applied ACCME marketing standards across all content — proving demand generation and accreditation compliance can pull in the same direction.
Results by Workstream
Proof across the partnership.

Rebrand & Website Launch

Brand · Web · Content
The foundation: a full rebrand unifying CineMed CE, Learn, and Live under one messaging and visual system, launched into a new website — the corporate identity, positioning, and “Advancing the Next Era of Healthcare Education” platform the company runs on today.
3 → 1
Sub-brands unified under a single brand system
Launched
New website live with refreshed positioning & analytics
+21%
Website visitors year over year

Growth & Demand Marketing

Always-On Retainer
An established, consistent social presence and a paid-social program that got dramatically more efficient over the year — more reach and more clicks at a fraction of the prior cost per click.
+236%
LinkedIn follower growth YoY
+295%
LinkedIn ad clicks YoY
+128%
Ad click-through rate YoY
$1.41
Avg. CPC — 64% lower YoY

CineMed Live — Event Marketing

National CME Summits · 2025–2026
Full-service marketing for the surgical summits CineMed produces for clients — including “Rebels With a Cause,” the Hernia Surgery Summit, and the MIS Liver Master Class. For each, UPBEAT partnered with faculty and CE teams, built the Cvent page, ran email end-to-end, and equipped faculty with complete promotion media kits.
34.91%
Avg. email open rate across 34 campaigns / 138K+ sends (Rebels)
74,895
Paid impressions → 672 registration-page visits
Ahead
Hernia Summit pacing ahead of its registration target
Media kits
Faculty toolkits: posts, emails, signatures, flyers + guides
Let’s Talk
Considering a more deliberate approach to marketing?
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