Go-to-Market & Product Launch

Launching a value-based care model for medically and socially complex patients

🏥 MultiCare Health System 🕤 9-months 🧑‍🤝‍🧑 Product Marketing, Clinical, Operations, Digital

Overview

I led the go-to-market strategy for MultiCare’s new Advanced Primary Care (APC) clinics—value-based sites designed for medically and socially complex patients. I stood up the product marketing function, embedded lifecycle planning into business strategy, and aligned clinical, operational, and marketing teams. The approach supported a referral-driven model with targeted segmentation and a clear onboarding journey—enabling a 14-day time-to-appointment goal, a 30-patient monthly ramp-up target, and scalable growth toward 500 patients per panel.

The Challenge

Launching a brand-new care model with narrow eligibility, no mass advertising, and a need to educate multiple stakeholder groups.

System/Internal Issues

  • No existing product marketing function for clinical service launches

  • Limited coordination between marketing, operations, and clinical teams

  • Need to align around referral-driven growth model

  • Complex eligibility criteria requiring targeted communication

  • Short runway to launch

Q1 2024 Launch

Delivered full-scale GTM and product launch plan for first APC clinic opening

Scalable Model

Built framework to expand across regions, payers, and complex populations

Operational/External Impacts

  • Competitive value-based care landscape

  • Need to educate payers, brokers, and community partners

  • Internal referral sources unaware of APC benefits and process

  • Requirement to achieve fast patient ramp-up without broad advertising

  • Balancing phased enrollment with patient experience and access

“Felicia’s ability to embed product marketing into our operational planning transformed how we launched Advanced Primary Care. By aligning product lifecycle thinking with real patient and provider needs, she helped us move faster, reduce friction, and lay a foundation that scales.”

— Paige McCall, System Vice President of Service Lines, MultiCare Health System

Results

30 patients/mo

Ramp-up target with projections to reach 200–500 in first six months

6+ Metrics

Framework to track referrals, conversion, patient satisfaction, and MyChart adoption

14 days

Target time-to-first-appointment established as key KPI

What I Led

Product Marketing Function Creation
Established the product marketing discipline and embedded lifecycle strategy into business planning for clinical launches.

Customer & Market Insight Alignment
Used segmentation, personas, and market intelligence to shape positioning and GTM plans.

Journey Mapping & Activation Planning
Built B2C and B2B activation strategies for internal referral sources, payers, brokers, and community partners.

Launch Collateral & Tools
Developed referral scripting, welcome kits, eligibility workflows, clinic collateral, digital intake tools, and landing pages.

Launch Readiness & KPI Framework
Partnered on readiness planning, operational alignment, and measurement framework to track access, ramp-up, and patient experience.

Competitive Benchmarking & Targeting
Incorporated actuarial data to inform phased enrollment and market expansion.

Referenced Materials

  • Product Plan: MultiCare Advanced Primary Care (October 2023)

  • Journey Maps – Referral and Onboarding

  • Competitive Benchmarking Report – Value-Based Primary Care

  • Launch Readiness Playbook

  • KPI & Metrics Framework for APC Expansion