This is something I have not quite figured out but some things I think I can say are:
1) move it to some shade, they seem to not do well with strong lighting.
2) they seem to need very good flow.
3) shock! I think the switch from turbid gulf water at 10 or more feet down to a tank with less than 3 feet of clear water and strong light and high temp starts this problem.
IMHO they start to expell the zooxznthelle due to the shock and that is the "bleaching" you see, then if they still can't cope they start to die and alge / bactria start feeding on the dying tissue.
some times they will re-grow. some times they will also bail -- eject polyops.
I have seen the best long term health when the light levels are medium to low and in the shade they do not bleach as often.
also water temps may be a factor.
I now have a chiller and I see some places where some of this coral is coming back where it looked dead before.
after may / june I may order some and try a few "tests"
for example I have a frag in a fuge with minimal light and it looks like it is happy, other bits in the shade and one colony at the bottom of my tank that is lighter brown but seems stable and not dying.
I think we also need to get a solid ID of what this coral is, perhaps we can get someone to examine some dead ones and check the details... might help a lot ...
try some shade and stong flow, blast the gunk off with a turkey baster every day and see what happens.
also feed it.... seems like cup corals and gorgonians feed a lot and this lives with them ...