Go-to-Market & Product Launch
Launched a scalable value-based care model for medically complex patients
🏥 $6B MultiCare Health System 🕤 9-month initiative 🧑🤝🧑 Product Marketing, Clinical, Operations & Digital
Impact at a Glance
30 patients/mo ramp-up target achieved, with projections to reach 200–500 in the first six months
14 days target time-to-first-appointment established as a core KPI
Scalable model built for expansion across regions, payers, and complex populations
6+ metrics framework created to track referrals, conversion, patient satisfaction, and MyChart adoption
Overview
As CMO, 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. Over nine months, I established the product marketing discipline, embedded lifecycle strategy into operational planning, and aligned clinical, operational, and marketing teams. The launch achieved a 30-patient-per-month ramp-up target, set a 14-day time-to-first-appointment KPI, and created a scalable framework to expand across regions, payers, and complex populations.
The Challenge
MultiCare was introducing a new care model with narrow eligibility criteria, no mass advertising, and a need to educate diverse internal and external stakeholders. Success depended on building a referral-driven growth engine, coordinating across multiple functions, and accelerating patient onboarding — all while ensuring the model could scale.
Before
No existing product marketing function for new service launches
Limited coordination between marketing, operations, and clinical teams
Complex eligibility criteria requiring highly targeted communication
No unified patient or provider onboarding journey
Short runway to launch in a competitive value-based care market
After
Established the product marketing discipline for service line launches
Embedded lifecycle planning into operational and clinical workflows
Built targeted activation strategies for internal referral sources, payers, brokers, and community partners
Designed and implemented a streamlined patient onboarding journey
Created a scalable GTM framework for future APC clinics across regions and payer segments
“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
Bottom Line
By embedding product marketing discipline into operational planning and aligning cross-functional teams, I launched a new care model that met its ramp-up and access goals, positioned the organization competitively in the value-based care space, and created a scalable framework for future growth.
What I Led
Product Marketing Function Creation – Established the discipline and embedded lifecycle strategy into business planning for clinical launches.
Customer & Market Insight Alignment – Applied segmentation, personas, and market intelligence to shape positioning and GTM plans.
Journey Mapping & Activation Planning – Built B2C and B2B activation strategies for 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.
Strategic Alignment
This initiative directly supported MultiCare’s growth strategy in value-based care, expanding into a competitive market segment, improving access for high-need patients, and building a repeatable GTM model to accelerate service line launches.