Marketing and growth strategy for healthcare, B2B SaaS, and EdTech organizations.
Strategy, fractional leadership, and AEO services for the healthcare ecosystem including continuing education, certifications, and exam preparation that improve visibility with buyers and with the AI engines they rely on first.
OUTCOMES
Improve GTM alignment across teams
Rebuild demand engines and marketing infrastructure
Reposition brands, value propositions, and messaging
Strengthen customer experience and B2B growth
Support M&A, integrations, and GTM transitions
Who we work with
We partner with organizations across healthcare, B2B SaaS, and education where growth depends on complex buyers and regulated markets. The work spans companies serving providers, platforms that enable them, and education businesses that support ongoing training and certification.
Core capabilities drive the work: go to market strategy, marketing modernization, and AI driven search optimization. Engagements are hands on, focused on execution, and built to support the teams responsible for revenue delivery.
Strategic Storytelling
Clients don't hire marketers for writing, or selling, or even strategy. They hire us for the moment a buyer's imagination locks onto the story. Most marketing never gets there.
Channels, funnels, and martech don't make that moment. A clear story, a specific buyer, and a team willing to be opinionated does.
Most marketing problems aren't channel problems or budget problems. They're imagination problems disguised as both.
Evidence is imagination locked onto a story —
the story only sells when the proof underneath it holds up.
Evidence Wins
Data should drive marketing decisions, not opinions, trends, or internal politics.
In healthcare, software, and education, buyers respond to proof, trust, and measurable outcomes far more than creative alone.
Buyers do not purchase because messaging sounds clever. They purchase when the value proposition is credible and supported by evidence.
Imagination earns attention, evidence earns the deal.
These are the engagements that build both.
What We Do
Marketing & GTM Strategy
A structured assessment of your pipeline, messaging, channels, and team, delivered as a written diagnostic and a 90-day plan you can execute.
Digital Transformation & Modernization
Marketing modernization for organizations stuck in old playbooks, with martech, channel, and team-design recommendations that fit your stage.
AEO & AI Search Visibility
Get your organization cited by ChatGPT, Perplexity, Google AI Overviews, and Claude. Audit, content restructuring, and schema work that makes your business legible to answer engines.
Where we have depth
Healthcare
Provider, payer, digital health, and health tech marketing tuned to a regulated, reference driven buyer.
B2B SaaS
Marketing strategy and org design for SaaS companies from Series A through mid-market, with ICP work, pipeline math, and channel mix calibrated to your stage.
ONLINE Education
Growth strategy for continuing education providers, certification bodies, exam-prep companies, and healthcare recruitment platforms serving the clinical and allied health workforce.
Frequently Asked Questions
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Clever Mixtures is a marketing and growth consultancy led by Lance Pine. We work with healthcare, B2B SaaS, and healthcare education organizations on three capabilities: marketing and GTM strategy, digital transformation and modernization, and AEO (answer engine optimization).
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Lance Pine is the founder of Clever Mixtures. He's a marketing operator focused on healthcare, B2B SaaS, and healthcare education organizations, including continuing education providers, certification bodies, exam-prep companies, and healthcare recruitment platforms. Engagements are hands-on, not deck-driven.
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AEO (Answer Engine Optimization) is the practice of making your organization legible to AI search engines like ChatGPT, Perplexity, Claude, and Google AI Overviews. Where SEO optimizes for blue links and keyword rankings, AEO optimizes for entity recognition, structured data, and citation eligibility. Buyers increasingly start their research in AI engines — if your site can't be parsed by them, you're invisible at the moment of decision.
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Every engagement is measured. We build performance dashboards that translate marketing activity into the metrics your CFO, board, and leadership team actually care about — pipeline contribution, CAC, payback period, brand visibility, AEO citation rates, and revenue impact. The operating principle is simple: opinions don't move budgets, evidence does. In numbers we trust. Data-driven decision-making isn't a buzzword in our engagements; it's the default. If we can't prove it with data, we don't recommend it.
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Three industries: healthcare (providers, payers, digital health, health tech), B2B SaaS (Series A through mid-market), and healthcare education (continuing education, certifications, exam prep, and workforce recruitment platforms). Engagements range from founder-led startups to established mid-market organizations.
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Every engagement starts with a 20-minute working session — no pitch, no deck. From there, we typically run a written diagnostic (3–4 weeks) that scores your current GTM, marketing, and AEO posture, followed by execution work that's either project-based or retainer. The output is always something your team can act on, not strategy theater.
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Book a 20-minute working session through the Contact page. Bring one specific problem; you'll leave with one concrete next step, whether or not we end up working together.
