Marketing Strategy & Brand Positioning
ISHCATUL
ISHCATUL is a natural health product developed in southern Mexico with over 30 years of research and practice behind it. Its founder—a Master of Public Health—recovered from a terminal colitis diagnosis through this treatment and later dedicated his life to helping others improve their health through lifestyle change, plant-based nutrition, and holistic education. Today, he shares his message across the U.S. and Mexico, combining science, accessibility, and inspiration.
As Marketing Director, my role has been to translate his powerful in-person influence into a sustainable digital ecosystem. The challenge: moving from conferences and word-of-mouth to scalable platforms and systems, while maintaining trust and credibility in a highly regulated health market.
Contributions
So far, I have:
- Designed and produced digital content (videos, redesigned presentations, flyers, business cards) to strengthen the brand’s professional image.
- Built the foundation for a CRM system to track patient journeys, record product usage, and enable recurring sales with timely follow-ups.
- Conducted user research by interviewing patients and attending health conferences in Texas to map audience needs, behaviors, and digital preferences.
- Positioned the founder as a lifestyle medicine expert across YouTube, LinkedIn, Facebook, and other platforms, highlighting his certifications and affiliations with the American College of Lifestyle Medicine.
- Developed educational assets, including an upcoming Hotmart course on colitis with 8 video modules, designed to both educate and empower audiences with hope and practical lifestyle tools.
This project reflects my ability to bridge personal stories, health science, and digital strategy—turning decades of lived expertise into structured, scalable marketing systems. For me, it’s not only about driving sales but about designing pathways for people to discover life-changing health alternatives.
Social Media
It truly takes someone with knowledge, vision, and passion to understand where we want to take our company, ISHCATUL. That person is Mariela Sofía Espejo.
She has the rare ability to listen, understand, organize, and refine ideas, transforming them into a clear path forward. Thanks to her work, this vital health alternative can now reach many people who would otherwise continue suffering from conditions that are not only preventable but, in many cases, reversible.
Thank you, Mariela, for bringing such high standards of quality, commitment, professionalism, and creativity.
We look forward to reaching many more people soon, guiding them toward better health.