A major diagnostics company sought to reintroduce its cancer screening solution to a new audience; one unreached at scale by existing awareness and access efforts. The initiative required not just a launch plan, but a complete rethink of how to communicate value, build belief, and drive adoption across a fragmented market landscape with a unique solution.

Challenge

The business faced a pivotal moment: a new audience, a known value proposition, and no unified strategy to connect the two. Messaging varied across functions, evidence generation lacked focus, and the absence of tailored sales tools left teams struggling to engage decision-makers effectively. Without a cohesive framework, opportunities were lost to communicate both the clinical and economic impact of the product for the long term, beyond only a year at a time.

Solution

In collaboration with cross-functional partners, I led the development of a unified go-to-market framework that transformed how the organization positioned its cancer screening solution.

We introduced a long-term positioning strategy that differentiated the product in a crowded diagnostics landscape and developed a detailed customer segmentation model to guide prioritization, messaging, and engagement. Together, these insights shaped a consistent internal and external narrative, aligning evidence generation, sales enablement, and marketing around shared strategic goals.

This work replaced fragmented messaging with an evidence-based story that built confidence, accelerated sales conversations, and strengthened the company’s readiness for sustained market growth.

Results

Sales velocity increased, messaging aligned across teams, and evidence-based decision-making became the standard. The new framework unified cross-functional stakeholders, improved early-funnel conversion, and positioned the business for scalable, partnership-driven growth.