In the evolving landscape of healthcare marketing, few names stand out quite like Theresa
Porcaro, the Senior Director of Marketing & Growth at Pelvic Rehabilitation Medicine
(PRM). With more than 15 years of experience scaling growth for both tech and healthcare
brands, Theresa has become a powerful voice in patient-centric marketing—leading not just
with strategy, but with heart.
From Tech Startups to Women’s Health
Theresa’s journey to healthcare wasn’t a straight path—it was personal. After a successful
career in global tech companies like UiPath and Upserve, where she helped build demand
generation engines from scratch and even contributed to a major IPO, Theresa found herself
grappling with worsening chronic symptoms that had gone misdiagnosed for years.
“I was 10+ doctors in, and I kept hearing it was all in my head,” she says. “Like so many
women with endometriosis, I internalized that pain. I kept pushing forward.”
That changed when she learned about excision surgery for endometriosis—the same
condition that affects the majority of patients at PRM. “As I shared my journey online, the
team at PRM reached out. It was fate. Three years later, I’m not just working in
healthcare—I’m working for the patients like me.”
A Mission-Led Strategy
PRM’s mission is clear: reduce the time patients suffer in silence. Under Theresa’s
leadership, the company transitioned from a B2B model to a direct-to-consumer (D2C)
powerhouse. Her approach to marketing reflects deep empathy and precision.
“Women with pelvic pain often see 7 to 12 providers before reaching us. They’ve been
dismissed, misdiagnosed, and told it’s in their head,” she explains. “Our job isn’t to sell—it’s
to educate, validate, and support.”
Her campaigns focus on the emotional realities patients face. Search and content marketing
don’t chase generic terms. Instead, they answer real questions typed in by real people—like
“left side pelvic pain during ovulation.” Every touchpoint is crafted with compassion, clarity,
and a trauma-informed lens.
Not Just Marketing—Advocacy
Theresa’s commitment goes far beyond digital strategy. She helped launch Worthy Warrior,
an online community platform where endometriosis patients can connect, ask questions,
and feel heard. “We’ve built more than a website—we’ve built a support system,” she says.
With over 700 users and plans for in-person meetups, the platform represents the next
evolution of healthcare marketing: community-driven care.
Another milestone under her belt is the development of an explainer video showcasing
PRM’s proprietary PRM Protocol™, a non-surgical treatment that reduces pelvic inflammation. The production required creativity, patient advocacy, and a careful balance
between transparency and HIPAA compliance. Today, the video helps patients understand
their options and builds trust before they walk in the door.
Building Brands With Empathy
At the heart of Theresa’s success is her storytelling. “I always say—our brand should sound
like a human, not a textbook,” she says. Whether it’s blog content, social media posts, or
patient education emails, PRM’s brand voice is calm, nurturing, and validating. And yes,
patients have even approached her at events, saying: “I knew a patient had to be doing this
marketing.”
Leading From the Ground Up
When Theresa joined PRM, there was no marketing department. No strategy. No metrics.
She built it all from scratch—evaluating every tool, redefining strategy by state, and hiring a
smart, agile team. “For months, I did it all myself,” she admits. “But that helped me lead
better. Now I can hire people smarter than me for the parts I once built.”
Her leadership style is rooted in trust, focus, and elevation. “My job is to remove
roadblocks, protect priorities, and celebrate wins. A happy, empowered team builds better
outcomes—for marketing and for patients.”
Data is the Driver
Theresa’s tech background taught her one foundational truth: decisions should be based on
data, not assumptions. At PRM, she built a custom marketing dashboard to track everything
from cost per acquisition to conversion by channel.
“Emotion doesn’t scale. Data does,” she says. “Every campaign is connected to patient
outcomes. If it doesn’t move the needle, we don’t do it.”
Looking Ahead: The Future of Healthcare Marketing
What trends is she watching? Two stand out: community-driven content and personalized
patient journeys.
“With AI on the rise, authenticity matters more than ever,” she explains. “Real stories from
real patients build trust.”
She’s also rolling out PRM’s new CRM to deliver customized experiences across different
patient types. “Patients expect healthcare to be personal. We’re building the tools to make
that happen—at scale.”
Legacy in the Making
Today, Theresa isn’t just influencing campaigns—she’s changing the conversation around
women’s health. By turning her own story into a mission, she’s helping thousands of
patients feel seen, heard, and finally believed.
“My career started in storytelling,” she reflects. “Now, I get to use that skill to rewrite the
narrative for women everywhere.”
In a world where healthcare often feels impersonal, Theresa Porcaro is proof that
marketing—when done with purpose—can become a powerful force for change.
About Theresa:
Theresa Porcaro is an award-winning marketing executive with over 15 years of experience
driving growth for healthcare and tech brands. Currently the Head of Marketing & Growth
at Pelvic Rehabilitation Medicine, she has led the transformation of the company into a
nationally recognized direct-to-consumer healthcare brand. Prior to joining PRM, she scaled
global demand generation at UiPath through its IPO and built high-performing content
programs at Upserve. Theresa is known for her strategic clarity, empathetic leadership, and
ability to build marketing programs from the ground up. A Harvard Business Leadership
Accelerator alumna, she has been recognized among the Top Female Leaders in Tech and
Top Women Leaders to Watch in 2025.
