Go-to-Market & Product Launches

Bringing new products and services to market with speed, clarity, and consumer focus.


I built and led go-to-market and product marketing strategies that accelerated launch timelines, improved adoption, and drove patient acquisition and retention across digital and in-person services.

Overview

At both MultiCare Health System and ZoomCare, I led go-to-market (GTM) strategy and product marketing for new service lines, digital tools, and care delivery models. My work spanned B2C and B2B audiences, focusing on commercialization readiness, consumer activation, and lifecycle marketing to support growth across clinical and digital portfolios..

The Challenge

Launching healthcare services and digital products in highly competitive markets required:

  • Deep understanding of the patient journey and VOC research

  • Seamless collaboration across product, brand, and digital teams

  • Structured GTM planning to drive awareness, volume, and sustained engagement

We needed to create a repeatable launch process that could scale across departments while ensuring strong uptake and clear market positioning.

Results

  • Successfully launched 10+ new digital and in-person services with integrated GTM support

  • Drove 32% YoY increase in virtual care utilization

  • Reduced friction in onboarding via MyChart activation campaigns

  • Accelerated launch timelines through scalable GTM processes

  • Boosted awareness and adoption for underutilized specialties through targeted messaging

What We Did

  • Stood up the product marketing function at MultiCare and integrated it with Market Research & Insights

  • Developed GTM playbooks and frameworks to align marketing, product, and operations

  • Launched digital tools including MyChart engagement campaigns, virtual care, and app enhancements

  • Led positioning, naming, and rollouts for new offerings including Same-Day Specialty, expanded urgent care, and virtual primary care

  • Applied lifecycle marketing tactics to onboard, activate, and retain users

  • Executed B2B campaigns for employer marketing and payer engagement

  • Used journey mapping and voice-of-consumer research to shape messaging and digital experience

Referenced Materials

Available upon request

  • Project Plan_MHS_ConsumerJourney – GTM alignment and journey integration

  • Customer Journey Map – Lifecycle strategy and pain point analysis

  • Product Marketing Function Overview – Role design and team enablement

  • Digital Brand Presentation – Campaign creative and messaging frameworks

  • MCX_ET Funnel Data – Performance metrics and conversion tracking