Early Adopter & Customer Feedback Programs
Skills: Customer Insights, Program Design, Market Validation
Designing a Scalable Customer Feedback Program for Product Innovation
How I built Caregility’s early adopter program — transforming raw user insights into a structured, repeatable system that shaped product strategy and strengthened hospital relationships.
My Role
Quick Stats
8 hospitals participated in the early adopter pilot
Biweekly feedback loops built cross-functional alignment
40% faster feature validation and roadmap iteration
Customer collaboration improved retention and brand trust
Process Design & Scalable Programs | Human-Centered Marketing | Cross-Functional Alignment and Leadership
The Marketing Challenge
When launching new telehealth devices, Caregility faced a challenge that extended beyond engineering — how do you prove product-market fit in an industry that traditionally resists change?
Hospitals were accustomed to rigid, one-size-fits-all telehealth solutions. We needed to design a program that made them part of the innovation process, collecting valuable feedback while creating early champions for the brand.
The challenge wasn’t just technical — it was about building trust through storytelling and participation. The goal was to show hospitals that Caregility listened, adapted, and co-created solutions that truly worked in their environments.
As Senior Product Marketing Manager, I designed and led Caregility’s Early Adopter Program, bridging product management, sales, and customer success. I built the framework from the ground up — defining goals, engagement structure, and feedback reporting cadence — while ensuring the experience felt collaborative, professional, and high-value to participating hospitals.
My Approach
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Program Design
Built a scalable framework outlining participant criteria, onboarding, and engagement cadence to ensure meaningful participation.
Messaging & Positioning
Crafted internal and external messaging to brand the initiative as exclusive and collaborative, creating excitement around participation.
Storytelling Through Data
Translated user feedback into narrative-driven reports, turning raw data into persuasive stories for leadership and engineering teams.
Feedback Systems
Built standardized feedback forms, templates, and visual dashboards to track insights across product segments.
Advocacy Enablement
Empowered participants to become brand advocates by showcasing their input in future product updates and case studies.
Execution
Hosted weekly customer touchpoints with CTOs and clinical user champions to collect data and user experience feedback.
Consolidated feedback into actionable feature request reports shared directly with engineering and leadership.
Built a lightweight dashboard in Microsoft Teams that fed into Jira to track feature requests, impact scores, and resolution timelines.
Partnered with marketing to integrate success stories and testimonials from program participants into future launch materials.
Eight hospitals participated in the initial early adopter phase, leading to a wider user group initiative open to all active customers, which created a continuous loop of field feedback and iteration.
Reduced feature validation time by 40%, accelerating roadmap decisions and engineering efficiency.
Helped shift Caregility’s brand perception — from vendor to partner — through transparency and collaboration.
Built an internal process template, later scaled across other product lines to standardize customer-driven innovation.
Strengthened cross-functional alignment: marketing, product, and sales shared one source of truth for customer insights.
Impact
What They Said:
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“Michael has a natural ability to manage and support customers and partners—an invaluable skill in any role."
Kelly McDermott, CMO
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“Michael’s structured, collaborative approach during product development helped align technical teams and accelerate a successful launch."
Bin Guan, CTO
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"Deep industry knowledge, product marketing expertise, and ability to work effectively across interdisciplinary groups made him a genuine pleasure to collaborate with"
Jess Clifton, Director of Marketing
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"A rising star marketing professional with a strong blend of technical knowledge and creative energy. He brings everything he can to his work, with determination and a passion for excellence."
Bryan Schnepf, VP Product Marketing
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"Delivers what sales teams need to win. The enablement tools, positioning documents, and trainings he built helped us close deals faster. His work consistently improved our conversion rates and customer engagement.”
Pete Metzger, SAM South East
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"User groups and customer advocacy was something totally new to Caregility - Mike designed a scalable and repeatable structure that made an imediate impact on how the company interacted with customers to drive new features and updates."
Heidi Steiner DNP, RN
Product Manager, Caregility
