Lukas Melichar
Portrait of Lukas Melichar

Bratislava, Slovakia
Open to new conversations

Lukas Melichar Digital marketing, CRM and AI adoption for healthcare and life sciences

I help healthcare and life-sciences companies turn marketing into qualified enquiries and make sure sales calls the most promising ones first. I have 15 years in online marketing, the last 12 in healthcare across 7 EU markets and the US, and I currently lead AI adoption in a healthcare group.

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How the system works

Every enquiry is scored once and lands in one CRM. Sales sees the hottest leads first, marketing looks after the rest, and real sales flow back into ad bidding.

Marketing and sales systemSearch ads, SEO and content, referrals, phone calls and paid social bring people to the website, landing pages, forms, chat and call tracking, with consent recorded. Every enquiry gets a lead score and lands in the CRM. Hot leads go to the call center first, then to a booked consultation and revenue. Warm leads get email nurture by CRM segment, and engagement re-scores them. CRM segments feed ad audiences for remarketing and exclude existing customers from acquisition ads. Conversions go back to the ad platforms so bidding learns from real sales. AI assistants and n8n automations support every step, with medical and GDPR review.Conversions go back to the ad platforms, so bidding learns from real sales1Attract2Capture3Score4Route and convertSearch adsSEO and contentReferralsPhone callsPaid socialWebsiteLanding pagesForms and chatCall trackingConsent (CMP)Lead scoringCRMSALESMARKETINGhotCall centerhot leads firstConsultationbooked visitRevenuewarmEmail nurturewarm leads, by CRM segmentAd audiencesremarketing, customer exclusionsRemarketing brings warm leads back; customers are excluded from acquisition adsengagement re-scores the leadOn every stepAI assistantsn8n automationsMedical reviewGDPR consentMarketing and sales systemSearch ads, SEO and content, referrals, phone calls and paid social bring people to the website, landing pages, forms, chat and call tracking, with consent recorded. Every enquiry gets a lead score and lands in the CRM. Hot leads go to the call center first, then to a booked consultation and revenue. Warm leads get email nurture by CRM segment, and engagement re-scores them. CRM segments feed ad audiences for remarketing and exclude existing customers from acquisition ads. Conversions go back to the ad platforms so bidding learns from real sales. AI assistants and n8n automations support every step, with medical and GDPR review.Search adsSEO and contentReferralsPhone callsPaid socialWebsite, landing pagesForms, chat, callsConsent (CMP)Lead scoringCRMhotwarmSALESMARKETINGCall centerhot leads firstConsultationbooked visitRevenueEmail nurtureby CRM segmentAd audiencesremarketing, exclusions↺ Engagement re-scores the lead↺ Conversions go back to the ad platformsOn every stepAI assistantsn8n automationsMedical reviewGDPR consent

What I solve

Marketing that works the same way in every market

When each country runs its own website, campaigns and reporting, results cannot be compared and budget leaks. I set one standard for websites, paid media, SEO, email and tracking, align local teams and agencies on shared KPIs, and report results and ROI to management every month.

Across 7 EU markets: online sales +42%, costs −7%, less manual work.

Leads that reach sales in the right order

Enquiries come from the website, ads, phone calls, SMS and email, and often end up in different places. I connect them into one lead score and one CRM. The call center works the highest scores first, email and newsletter campaigns run on CRM segments, and ad audiences use the same data for remarketing and to exclude existing customers. Integrations run through APIs and n8n.

The lead-scoring system is in daily production use.

Content and data that pass medical and legal review

In healthcare, every claim and every form touches regulation. I run content in local languages through translation checks and medical claims rules, and build processes and platforms around GDPR and HIPAA from the first draft.

A client platform with separate zones for clients, doctors, partners and the call center, compliant with GDPR and HIPAA.

How leads are routed

How leads are routedA new lead gets a score and a profile. Hot leads, with a high score, are called first by the call center and move to a sales consultation. Warm leads get email nurture and retargeting ads. Cold leads get the newsletter and are left out of paid ads. Existing customers are excluded from acquisition ads and get a next-service offer. Engagement re-scores the lead, so it can move up a band. The rules run in the CRM and n8n, and every change is logged and visible to sales.New leadScoreand profileHothigh scoreCall center calls firstSales consultationWarmmedium scoreEmail nurtureRetargeting adsColdlow scoreNewsletterNo paid adsCustomeralready boughtNo acquisition adsNext-service offerEngagement re-scores the lead, so it can move up a bandRules run in the CRM and n8n; every change is logged and visible to salesHow leads are routedA new lead gets a score and a profile. Hot leads, with a high score, are called first by the call center and move to a sales consultation. Warm leads get email nurture and retargeting ads. Cold leads get the newsletter and are left out of paid ads. Existing customers are excluded from acquisition ads and get a next-service offer. Engagement re-scores the lead, so it can move up a band. The rules run in the CRM and n8n, and every change is logged and visible to sales.New leadScoreand profileHot· high scoreCall center calls first → Sales consultationWarm· medium scoreEmail nurture → Retargeting adsCold· low scoreNewsletter → No paid adsCustomer· already boughtNo acquisition ads → Next-service offer↺ Engagement re-scores the leadRules run in the CRM and n8nevery change is logged and visible to sales
One score decides what happens next: sales spends time on the leads most likely to buy, and ad money is not spent on people who already bought.

AI adoption, with rules

AI saves time only when people know what they may use it for and with which data. In my current role I lead the rollout and administer the tools:

  1. Selected the tools against business needs and data-protection requirements.
  2. Mapped use cases together with the departments.
  3. Set usage rules, responsibilities and access rights.
  4. Launched a pilot with 12 AI agents for 12 departments and agreed success criteria.

AI for regulated content

AI assistants for copywriting, translation and medical review in several languages. They work from approved terminology and claims rules.

Tools I build myself

Dumbbell Counter counts repetitions through the camera, right in the browser (TensorFlow.js). BikeFit Camera estimates bike fit dimensions from camera pose detection; the code is on GitHub. At home I build ESP32 smart-home devices for irrigation and for gas and smoke detection with Telegram alerts.

Where my experience meets pharma

My healthcare experience comes from cord blood banking, a stroke recovery treatment and laboratory services, not from a pharmaceutical company. The day-to-day work is close to pharma:

In pharmaWhat I have done
Engaging healthcare professionalsA multi-level CRM data model from individual HCPs up to practices and their parent organisations. Zones for doctors and partners on a client platform.
Claims under medical reviewContent in local languages checked against medical claims rules. AI assistants for copywriting, translation and medical review that work from approved terminology.
Omnichannel measurementWebsite, search ads, phone, SMS and email measured in one lead-scoring system that is in daily use.
Rollouts across Central and Eastern EuropeOne digital standard in 7 countries, with local marketers on shared KPIs and managed agencies.
Patient and customer dataProcesses and a client platform built to comply with GDPR and HIPAA.
AI under governanceUsage rules, risks, access groups and a pilot with success criteria.

Experience

  1. 2014 – present

    Cord Blood Center Group

    Healthcare group: cord blood banking in 7 EU countries, a stroke recovery treatment (Germany, USA) and a laboratory (USA). Three roles held in parallel.

    HQ Online Marketing Specialist, Cord Blood Center Jun 2014 – present. Austria, Czech Republic, Germany, Hungary, Italy, Romania, Slovakia

    • Digital marketing for 7 EU markets: websites, PPC (Google, Meta, Microsoft Ads), SEO, email and social media.
    • Plan and control the annual online budget, with monthly results and ROI reporting to management.
    • Coordinate local marketers in 7 countries on shared KPIs; select and manage agencies, copywriters and designers.
    • Oversee content in local languages, including translation quality and checks against medical claims rules.
    • Run analytics and tracking (GA4, Google Tag Manager) and the marketing platform accounts for all markets.

    Digital projects and AI, since 2025

    • Lead AI adoption as AI administrator: tool selection, usage rules and access rights, a pilot of 12 AI agents for 12 departments.
    • Designed a multi-level CRM data model for healthcare partners, from individual HCPs to their organisations.
    • Delivered a Mailchimp–CRM API integration with the CRM supplier; email campaigns now use CRM segments.
    • Led the MVP of a web platform for brokering suppliers.

    Key achievement. One standard for websites, social media, tracking and KPIs in all country branches, plus automation for SMS, PPC and email. Online sales grew by 42% and costs fell by 7%, with less manual work and fewer errors.

    Online Marketing Manager, CBC Health Aug 2018 – present. Germany, USA

    • Marketing for a premium-priced stroke recovery treatment: strategy, brand, Google Ads and Meta Ads campaigns.
    • Automation of campaigns and call-center processes; analysis, forecasting and reporting.

    Key achievement. Built with suppliers an omnichannel lead tracking and scoring system that combines the website, PPC, phone calls, SMS and email. Campaigns and call-center follow-up run on it automatically, and the sales team sees high-potential leads first. It is in daily production use.

    Online Marketing Manager, Blue Martin Laboratories Nov 2022 – present. USA, start-up

    • Marketing for a US laboratory start-up: brand, strategy, campaigns and selection of suppliers.
    • Automation of marketing and call-center processes.

    Key achievement. Developed and prepared for launch a largely automated website with separate zones for clients, doctors, partners and the call center, compliant with HIPAA and GDPR.

  2. Apr 2013 – Jun 2014

    Online Marketing Specialist

    Liberty Global (UPC Slovakia)

    • First online marketing specialist in the company: PPC, email campaigns, web UX/UI and reporting.
    • Increased online sales by 30% in the first year with PPC remarketing, UX changes based on competitor analysis and educational email campaigns.

  3. Apr 2012 – Jun 2013

    Marketing Manager

    RF elements

    • B2B marketing for wireless networking hardware: product launches at exhibitions in India, Dubai and other markets, video presentations, email campaigns and the company website.

  4. Jun 2011 – Apr 2012

    Online Marketing Manager

    Telegraf Media (start-up)

    • Built with internal IT the website and content management system for regional newspapers and radio, designed around advertising sales.

Working together

Companies usually get in touch for one of these four reasons.

Audit and second opinion

An independent review of your campaigns, tracking and CRM, with a prioritised list of what to fix. Useful before a budget decision or a change of agency.

Setup and delivery

Tracking, lead scoring, CRM and marketing automation built to an agreed brief and documented so your team can run it.

AI adoption for your team

Tool selection, usage rules and a pilot with measurable success criteria, sized for a company that works under regulation.

Suppliers you are missing

I bring in and manage development, design, translation, copywriting or GDPR review, so you have one contact person.

How we start: a 30-minute call, then a short proposal with scope, timeline and price.

Markets: Slovakia, Czech Republic, Hungary, Romania, Germany, Austria, Italy and the USA.

Projects that help the community in Bratislava, or are close to my hobbies, can get a discount of up to 100%.

Skills and education

Tools

Paid and social media
Google Ads, Meta Ads (Facebook, Instagram), Microsoft Advertising, YouTube, Taboola, ManyChat
Analytics and SEO
Google Analytics 4, Google Tag Manager, Tealium, Search Console, Semrush, Hotjar
CRM and automation
Mailchimp, n8n, CRM integrations via API, CallRail, Pipedrive; basic Salesforce
Web and design
WordPress, HTML, CSS, PHP, Photoshop, Illustrator, After Effects; basic JavaScript, Python and SQL
AI
Claude, Microsoft 365 Copilot, Gemini

Education

  • Ing. (Master’s degree), Telecommunications and Multimedia, University of Žilina, 2007–2012. Project team leader (GEPON).
  • Exchange study, Telecommunications Engineering, Aalto University, Finland, 2011.

Certifications

  • Google Partner: melichar.sk
  • Google: Google Ads (AdWords), Analytics, Mobile Advertising, Shopping, YouTube Advertising Advanced
  • Microsoft: Bing Ads Accredited Professional
  • HubSpot: Inbound Certified
  • Coursera: An Introduction to Marketing (The Wharton School), Marketing in a Digital World and Digital Analytics for Marketing Professionals (University of Illinois)
  • TREND Online Academy

Languages

Slovak and Czech (native), English (full professional), Spanish (limited working), German (elementary).

Outside work

Ultra-trail running: Big Bear’s Ultra 2026 (124 km, 34th of 107 starters) and Javornícka stovka 2025 (106 km).

Articles

Frequently asked

Who is Lukas Melichar?

Lukas Melichar (Ing. Lukáš Melichar) is an online marketing manager based in Bratislava, Slovakia, and an engineer by training. He has 15 years of experience in online marketing, the last 12 in healthcare at Cord Blood Center Group, where he manages online marketing for 7 EU countries and the US and leads the company’s AI adoption.

Which industries has he worked in?

Healthcare since 2014, within Cord Blood Center Group: cord blood banking in 7 EU countries (Cord Blood Center), a stroke recovery treatment (CBC Health) and a US laboratory start-up (Blue Martin Laboratories). Before that, telecommunications (Liberty Global, UPC Slovakia), wireless networking hardware (RF elements) and regional media (Telegraf Media).

What can he bring to a pharmaceutical company?

Experience from regulated healthcare that transfers directly: communication with doctors and partners, claims under medical review, omnichannel measurement, rollouts across Central and Eastern Europe, GDPR and HIPAA, and AI adoption with usage rules. He has not yet worked inside a pharmaceutical company.

How does he use AI in regulated content?

He sets up AI assistants that work from approved terminology and forbidden-claims rules, and he writes usage rules that define who may use which tool and for what.

Which languages does he speak?

Slovak and Czech at native level, English at full professional level, Spanish at limited working level and German at elementary level.

How can I contact him?

Book an intro call on Calendly, use the contact form on this page, write to lukas@melichar.sk or call +421 915 796 900.

Let’s talk

Tell me what you are working on. I usually reply within 1–2 working days.

Intro call
Book a 30-minute call on Calendly
Email
lukas@melichar.sk
Phone and WhatsApp
+421 915 796 900 or WhatsApp
LinkedIn
linkedin.com/in/luxqs
Location
Bratislava, Slovakia

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