Go-to-Market Strategy & Product Launch
Skills: Product Marketing, GTM Strategy, Launch Execution
Blending Creativity and Strategy to Launch Caregility’s Adaptive Telehealth Solutions
A results-driven go-to-market strategy that brought flexibility, trust, and innovation to hospital virtual care programs.
My Role
Quick Stats
4,000+ units sold in the first two quarters
8 Hospitals in the early adopter program
$1M+ in recurring revenue pipeline
Built groundwork for AI-ready care delivery
Strategic Product Launch Execution | Storytelling That Translates Technology Into Value | Cross-Functional Alignment and Leadership Under Pressure
The Marketing Challenge
Coming out of the COVID-19 pandemic, hospitals were fatigued by complex, high-cost telehealth systems. No company had yet built a solution that balanced affordability, scalability, and clinical trust — and hospitals weren’t accustomed to adopting this kind of technology at scale.
The challenge wasn’t just to launch a product — it was to change perception. We needed to communicate that virtual care could be both simple and sophisticated, while giving the sales team the tools to translate that story across technical, clinical, and financial audiences.
As Senior Product Marketing Manager, I worked cross-functionally with product, design, and sales leadership to develop a unified launch framework that combined strategy, storytelling, and design.
My Approach
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Positioning & Messaging
Crafted the “Adaptive Telehealth” and Virtual Care narrative — emphasizing accessibility, simplicity, and scalability to resonate across hospitals.
Creative Direction
Oversaw design of visuals, photography, and marketing collateral that conveyed a high-end, trustworthy look and feel.
Pilot Program Design
Structured early adopter programs across 8 hospitals to gather insights and validate key messaging in real-world use.
Sales Enablement
Developed decks, comparison sheets, and scripts to ensure every salesperson could confidently articulate the value proposition.
Launch Communications
Developed internal and external communications, including email campaigns, webinars, and training sessions.
Execution
Directed creative for all launch materials, including videos, spec sheets, and product photography.
Facilitated biweekly customer feedback sessions to refine positioning and inform roadmap decisions.
Delivered internal webinars and field training to over 70 partner sales reps nationwide.
Developed dashboards in Salesforce and GA to monitor lead activity and unit adoption.
Launched two new virtual care endpoints (APS100 and APS200 Duo), establishing Caregility’s Adaptive Telehealth Systems portfolio and positioning the company as an industry innovator.
Achieved 4,000+ units sold in the first two quarters, driving revenue acceleration from $1M to $30M over three years.
Created a consistent visual and narrative identity that made Caregility’s hardware feel premium, credible, and easy to deploy — a look and tone that resonated with hospitals.
Built a repeatable launch model adopted company-wide, improving internal collaboration and accelerating future product releases.
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
Caregility
