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.
Launch Messaging Architecture: Therapeutic Interchange (TIC)
Therapeutic Interchange is a clinical workflow capability in iKnowMed that automates payer-preferred drug substitutions at the point of ordering — reducing manual intervention, improving compliance, and creating downstream visibility across the orders queue and financial counseling workflows.
I developed the full messaging architecture for this launch, starting from BRDs and Jira documentation rather than a completed product brief or product interviews. Using an AI-assisted workflow, I compressed what would have been a multi-week input-gathering process into a single afternoon, with first drafts ready to socialize same day.
Strategic Execution & Deliverables
Primary Goal: Build a structured value framework that positioned TIC's clinical and operational benefits across four distinct stakeholder personas — Clinical Pharmacists, Providers, Revenue Cycle, and Practice Leadership — ahead of the May 2026 release.
Approach: Developed a messaging architecture designed to function as a cross-team source of truth — giving customer-facing teams consistent positioning for executive and practice-level conversations, while also providing internal teams the value language needed to build supporting collateral. The framework directly informed a promotional video, guided the integration of value statements into release notes, and equipped Product with messaging for stakeholder and customer conversations.
Output: A complete messaging framework adopted across GTM, product, and content teams — and used directly by the VP of Customer Success and Head of Product Marketing in executive customer conversations.
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.