Go To Market Strategy
Go-to-market strategy is, at its core, a value storytelling challenge — the goal isn't just to announce what's new, but to make customers understand why it matters to them. My GTM work focuses on translating product capabilities into clear customer outcomes, building multi-channel programs that move audiences from awareness to adoption, and equipping customer-facing teams with the positioning and messaging they need to have confident conversations. The examples below show end-to-end GTM ownership across product launches, feature rollouts, and platform migrations in a B2B SaaS healthcare technology environment.
New Product Launch: Ontada Health Patient Portal
In 2023, Ontada launched its new patient portal, Ontada Health, which required a strategic transition for existing oncology practice customers and their patients. I led the development of the GTM communications and the comprehensive toolkit designed to facilitate this migration and encourage platform adoption.
Strategic Execution & Deliverables
Primary Goal: Support the migration of oncology practices and their patients to a new digital health platform. Creating materials that could be used across a rolling implementation schedule.
Approach: The account manager enablement toolkit was deployed across the customer-facing team, equipping team with consistent messaging and reducing ramp time for practice conversations.
Enablement: Created a centralized toolkit for Account Managers to facilitate practice conversations, featuring customer presentations and strategic talking points.
Product Expansion
Supported the 2024 launch of the eRegistration module by socializing the new functionality through FAQs and detailed information sheets.
New Functionality Launch: Problems Tab in iKnowMed
This marketing and communications plan details the strategic rollout of an optimized diagnostic interface for Ontada's electronic health record, iKnowMed. The launch aimed to improve provider satisfaction by reducing clinical "clicks" and streamlining the capture of ICD-10 and billing data.
Strategic Execution & Deliverables
Primary Goal: Enhance operational efficiency and care quality by simplifying diagnosis charting.
Approach: Leveraged a multi-channel "awareness-to-adoption" strategy, utilizing Physician Champions, live demonstrations, and targeted email campaigns.
Enablement: Developed a comprehensive toolkit for customer-facing teams, including video walkthroughs, user guides, and internal FAQs to ensure seamless practice transition.
Timeline: Orchestrated a phased four-month rollout, starting December 2021 through February 2022, to socialize benefits before final release.
Key Outcomes For Users
Efficiency: Consolidated diagnosis charting onto a single screen with automated coding.
Personalization: Introduced "favorite" tagging for frequent diagnoses to speed up daily workflows.
Accuracy: Improved problem data capture to support more robust care plan development.