Adam Tyree Finch

Healthcare marketing strategy · Washington, DC

I turn complex healthcare ideas into clear, measurable digital experiences.

I lead brand transformation, UX strategy, growth marketing, experimentation, and AI-enabled product work, connecting customer insight to business results.

See featured work Download résumé

Also: dad, developer, writer, animator, and enthusiastic maker of things.

15+years in digital strategy
12+years in healthcare
200M+campaign impressions
2×demo conversion growth

About

Strategy grounded in research and accountable to results.

I’m a healthcare marketing strategist and digital transformation leader with experience spanning DataSpring/CAQH, AARP, Amazon Pharmacy, CDC, NIH, and the National Cancer Institute.

My work sits at the intersection of customer research, brand, content, technology, and measurement. I’m most useful when the problem is complicated, the stakeholders are varied, and the experience needs to be both human and commercially effective.

Featured work

Digital transformation in healthcare

Two programs that show how I move from research and strategy through launch, measurement, and iteration.

DataSpring homepage featuring The Data That Powers Healthcare
Brand transformationUX strategyGrowth

DataSpring: making a trusted healthcare brand more memorable

CAQH had deep industry trust, but its name and digital presence struggled to stand out among healthcare data providers. I led the website UX and sitemap strategy for a complete rebrand—using performance data, stakeholder input, interviews, and qualitative and quantitative testing to shape the experience.

+20%
traffic year over year
+10%
key site events
<3 mo.
to recover organic performance
Visit DataSpring
DataSpring Index interactive chartbook dashboard
Product strategyUX designGenerative AI

Index Pro: turning annual research into an interactive product

I designed an experience that transformed a respected annual report into a platform for exploration. Working from research-team input, I shaped the information architecture and interface and originated “Ask the Index,” an LLM concept that grew from a retreat pitch into a working product.

  • Established a new premium-product and revenue model
  • Validated the experience through strong usability testing
  • Built practical LLM capability now informing other initiatives
View the Index
AARP Staying Sharp brain-health platform
SEO strategy UX & conversion Health content

AARP Staying Sharp: growing a trusted brain-health platform

As an embedded 1099 consultant to AARP’s Staying Sharp team, I helped evolve its flagship brain-health program through SEO, content strategy, conversion optimization, user testing, and new digital experiences.

#1
Google ranking for “brain games”
+50%
primary conversion rate
4 yrs
embedded consulting partnership
Visit Staying Sharp

Capabilities

What I bring to the table

01

Strategy & transformation

Brand strategy, business cases, go-to-market planning, roadmaps, and executive-ready recommendations.

02

Customer experience

User research, journey mapping, information architecture, prototyping, usability testing, and personalization.

03

Growth & measurement

SEO/AEO, paid acquisition, analytics, KPI frameworks, conversion strategy, and A/B testing.

04

Technology & AI

MarTech strategy, HubSpot and Salesforce, digital product delivery, front-end development, and generative AI.

Creative portfolio

Experiments, campaigns, and things I’ve made

Selected work across health content, campaigns, emerging technology, and software development.

Memory Palace augmented reality prototype

Emerging technology

Memory Palace AR

A memory-game prototype created for AARP
 CDC flu vaccination animated campaign

Public health campaign

CDC Motion Infographics

Hermes Award-winning flu vaccination creative
 Martin Yan brain-friendly recipe video

Content production

Martin Yan Recipe Series

Brain-health video content for Staying Sharp
 ReactToWork job board

Full-stack development

ReactToWork

A focused job board for React engineers
 LetterLagoon spelling game

Mobile development

LetterLagoon

A spelling and phonics game built with React Native
 NumberCommander math game

Game development

NumberCommander

A space-themed math game built with Three.js

Experience

A career connecting people, ideas, and technology

My background combines consulting, in-house leadership, public-health communications, creative production, and hands-on development.

View full résumé

2020–Present

DataSpring (formerly CAQH)

Senior Digital Marketing Manager

Lead cross-functional digital experience, brand, content, SEO/AEO, analytics, experimentation, and growth initiatives.

2020

Social Driver

Senior UX Strategist

Led discovery, journey mapping, architecture, wireframing, and content strategy for clients including Amazon Pharmacy.

2015–2019

AARP

Web Producer & Content Marketing Consultant · 1099

Served as an embedded consultant to Staying Sharp, leading platform, conversion, content, and emerging-technology initiatives.

2013–2015

Westat

Digital & Social Media Specialist

Delivered digital communications and participant-recruitment strategy for CDC, NIH, and National Cancer Institute teams.

Let’s connect

Have a complicated digital problem?

I’m always interested in thoughtful conversations about healthcare, customer experience, digital transformation, and unusually ambitious ideas.

Email me LinkedIn GitHub

DataSpring rebrand & website relaunch

Making an established healthcare organization easier to remember

Challenge

CAQH was trusted across the healthcare industry, but the brand did not stand out clearly among a crowded field of data providers. Even the name was frequently misspelled, limiting memorability and direct navigation.

My role

I led user-experience design and sitemap development for the new site, translating brand strategy and business priorities into a coherent digital journey. I continue to own web KPIs and the sitewide experimentation program.

Approach

We combined historical caqh.org performance data with stakeholder discovery, customer interviews, and qualitative and quantitative testing. Findings informed the architecture, page hierarchy, navigation, conversion paths, and launch measurement plan.

Impact

Direct traffic increased more than 20%, total traffic rose 20% year over year, and key events—including engaged visits, demo requests, and downloads—grew 10%. Organic performance recovered in less than three months, while LLM mentions and AI referrals increased 30% year over year.

Visit DataSpring

Index & Index Pro

From annual report to interactive research platform

Challenge

The Index is a respected source on healthcare administrative transactions and savings opportunities. The opportunity was to make its findings easier to explore, extend its value beyond a static annual report, and test a new premium digital-product model.

My role

I designed the experience based on research-team input, shaping the product architecture and interface. I also originated “Ask the Index” during a company-retreat brainstorm and helped turn that pitch into an LLM-powered research tool.

Experience

The platform brought the report, methodology, interactive chartbook, ROI calculator, archive, advisory consultation, and conversational research into a single connected experience. Usability testing validated the design and helped refine the product before launch.

Organizational value

The work created a reusable model for premium research products, strengthened relationships with key research stakeholders, and gave the organization practical experience building an audience-facing LLM. That capability is now informing AI work elsewhere in the business.

View the Index Report

AARP Staying Sharp

Growing a trusted brain-health platform

Challenge

Staying Sharp needed to make credible, research-informed brain-health content discoverable and engaging in an extremely competitive consumer-search environment. The experience also needed to convert that traffic into deeper platform engagement without overstating the health benefits of games or activities.

My role

As an embedded 1099 consultant, I led day-to-day web production and content-marketing work, including SEO and SEM, CMS publishing, conversion-journey design, performance analysis, and coordination with researchers, partners, vendors, and internal stakeholders.

Approach

I used search behavior and platform-performance data to guide content planning and optimization. For the platform’s 2.0 release, I designed conversion journeys and landing pages, collaborated with the research team to test new features, produced partner content, and explored new formats through projects such as Memory Palace AR.

Impact

The work earned Staying Sharp the #1 Google organic ranking for “brain games” and increased the platform’s primary conversion rate by more than 50%. It also expanded the experience beyond conventional health articles to include games, video, interactive tools, and emerging technology.

Visit Staying Sharp