Professional Case Studies
Developing a GTM and Product-Led Growth Strategy to Compete in an Emerging HealthTech Market
PX SaaS Platform | B2C/B2B | HealthTech
Role /// Head of Experience & CRO
Client /// Consumer Health Device & Software Brand (Anonymized)
Primary Stakeholders /// CEO, CMO
Enabling Sales & Complex Workflows ////////////////////
I developed a comprehensive go-to-market and product-led growth strategy designed to position the client as a category leader in an emerging health technology space—outlining clear pathways to accelerate onboarding, reduce time to value, and strengthen competitive differentiation as the market matured.
IMPACT
Conducted an in-depth competitive landscape analysis, surfacing critical gaps in brand awareness, adoption readiness, and product positioning compared to early entrants.
Developed a holistic GTM plan including pricing recommendations, messaging frameworks, and feature prioritization based on consumer and B2B research.
Designed PLG-informed onboarding and in-app guidance workflows to reduce friction—proposing frictionless data capture and personalized progress nudges to drive consistent engagement.
Built actionable recommendations for cross-channel brand launch sequencing, education campaigns, and self-service adoption strategies.
Created detailed roadmaps to accelerate digital adoption, optimize customer lifetime value, and differentiate the experience beyond device capabilities
MY PROCESS
Unlike prior plans focused narrowly on incremental features, I combined PLG principles, product experience design, and marketing strategy into a single cohesive roadmap—ensuring readiness to scale and defend market share.
What I Changed—and Why It Worked ////////////////////
Up to 50% reduction in onboarding time-to-value compared to leading competitors
25–40% faster activation of core platform features
Significant improvements in brand preference and conversion at launch
OUTCOMES
What Limited Results Before
The team had limited experience in integrating PLG, product strategy, and customer research to drive sustainable growth in a competitive SaaS and device category.
Ready to build product-led growth strategies that win in emerging markets? Let’s turn product strength into market share.