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HEAD OF DIGITAL · WELLBEING CHIROPRACTIC

Mohaneesh Pitre

Head of Digital · Wellbeing Chiropractic

I’m Mohaneesh Pitre, Moh to most people, and I’m Head of Digital at Wellbeing Chiropractic. I look after how people find us and what they find: our website, search, campaigns and the information we publish, and I lead the way we put AI to work across the business. I trained as a psychologist at the University of Mumbai and practised in India before a Master of Marketing at Melbourne Business School, and consumer psychology, how people actually decide, still shapes everything I build.

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Master’s in Psychology and Master of Marketing

Mohaneesh Pitre, Head of Digital at Wellbeing Chiropractic

Melbourne, Australia

2 Master’s degrees

Psychology at the University of Mumbai, then Marketing at Melbourne Business School, 2017 to 2019.

Consumer psychology

A practising psychologist in India before marketing. How people decide, and what helps them act, underpins every page and campaign.

AI implementation

Leading the rollout of AI across marketing, patient communication and back-office processes, with accuracy and compliance built in.

3 states of clinics

Digital presence, campaigns and patient information for Wellbeing clinics across Victoria, New South Wales and Queensland.

What Moh works on

Helping patients find the right care

Clear clinic pages, honest practitioner profiles and straightforward booking, designed around how people in discomfort actually make decisions, so someone searching for help nearby finds a clinic and a practitioner they feel comfortable with.

Putting AI to work

Designing and rolling out AI across the business: AI-assisted content and campaign production, automation of repetitive marketing and admin work, and the analytics that show what is helping patients. A person checks every output before it goes live.

Communication that meets healthcare standards

Everything Wellbeing publishes has to be accurate, respectful of the AHPRA advertising guidelines and genuinely useful, whether a person or an AI drafted it, from a clinic page to an email to a social post.

Healthcare marketing comes with rules, and Moh likes that. The craft is making work that is calm, clear and measurable inside those limits, and this is where his psychology training does its quietest work: understanding what a worried person needs to see, and in what order, to feel confident about booking. The same standard applies to AI: it earns its place by making accurate, useful information easier to produce and easier to find, never by cutting corners on either.

Mumbai to Melbourne, psychology to digital

Moh started in psychology. He completed a Master’s degree in Psychology at the University of Mumbai and practised in India, developing a specialty in consumer psychology: how people weigh up choices, what earns their trust and what moves them to act. Two papers published in 2016, a meta-analysis of the effect of sport on attention and an exploratory study of word length and visual cues, come from that period, along with the habit of framing a question properly before chasing an answer. At Ramnarain Ruia College in Mumbai he was named Best All Round Student of the Year in 2015.

Marketing was the natural next step. He moved to Melbourne for a Master of Marketing at Melbourne Business School, completed in 2019, received an Elite Athlete Award from the University of Melbourne along the way and volunteered as the digital marketer for the Melbourne University Athletics Club. He has also given time to the McGrath Foundation and the Australian Red Cross, and still officiates at the Weet-Bix Kids Tryathlon.

He speaks English, Hindi and Marathi, gets by in French and is slowly working on his Spanish.

Clear, honest & useful, with AI in the toolkit

Moh’s approach to digital at a healthcare brand is simple to state: tell the truth clearly, make it easy to act on and measure whether it helped. Consumer psychology sits underneath all of it. A person in pain reads differently from a person browsing, so pages lead with what that person needs to know, in the order they need it, in plain language: what chiropractors and allied health practitioners do, who the practitioner is in their own words, and the answers to the questions people actually ask.

AI now runs through much of that work. Moh leads Wellbeing’s AI implementation: agents and automations that take on repetitive marketing and administrative tasks, AI-assisted production of pages, campaigns and patient communication, and preparation for the way patients increasingly ask AI assistants where to find care. The rule is constant: a person checks everything before it goes live, and nothing is published that would not meet the AHPRA advertising guidelines.

“Nobody searches for a chiropractor on a good day. Behind every click is a person carrying pain, worry and hope. Understand what thousands of them feel in that moment, and you stop marketing to a crowd and start speaking to one.”

Mohaneesh Pitre · Head of Digital

Areas of focus

Digital presence

Website, search, local listings and campaigns for every Wellbeing clinic.

AI implementation

Rolling out AI agents and automations across marketing, patient communication and back-office work, with human review built in.

Consumer psychology

How people decide, what builds trust and what helps them act, applied to every page, campaign and message.

Content & profiles

Practitioner profiles, clinic pages and patient information written to healthcare standards.

Measurement & analytics

Understanding what helps patients find care, and doing more of it.

Credentials & background

Master’s in Psychology, University of MumbaiMaster of Marketing, Melbourne Business SchoolConsumer psychology specialistLeads AI implementation at WellbeingElite Athlete Award, University of MelbournePublished researcher, 2016English, Hindi & MarathiHead of Digital, Wellbeing Chiropractic

Questions I get asked

Looks after how people find Wellbeing and what they find: the website, search, campaigns, email and social media, and the analytics behind them. At Wellbeing the role also leads AI implementation across the business.

Everything about how a worried person reads a page: what they need to see first, what earns their trust and what makes booking feel easy. Moh practised as a psychologist before moving into marketing, and that lens shapes every page and campaign.

To take repetitive work off the team and to produce and check information faster: AI agents and automations for marketing and administrative tasks, AI-assisted content production, and readiness for patients who ask AI assistants where to find care. A person reviews everything before it is published.

Health advertising in Australia is regulated by AHPRA, and rightly so. Claims have to be accurate and testimonials about clinical care are not allowed, so the work is about clear information rather than hype.

Psychology first, then marketing and digital: a Master’s degree in Psychology from the University of Mumbai and practice in India, two published papers in 2016, a Master of Marketing from Melbourne Business School in 2019, and marketing and digital roles in Melbourne since.

English, Hindi and Marathi, with some French and a little Spanish.

Let’s connect

Digital, consumer psychology, AI implementation in healthcare and where search is heading are the conversations Moh enjoys most. LinkedIn is the easiest place to find him.

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