Molecular Designs
Healthcare Marketing Operations Transformation
Full Stack Marketing and Marketing Operations | Oct 2023 - Present
Challenge
Unify marketing operations across three distinct healthcare companies while improving lead quality and sales efficiency.
Solution
Architected enterprise HubSpot CRM with custom lead scoring, implemented data-driven campaigns, and developed AI-powered tools.
Strategic Thinking
Business Context
Three recently merged healthcare companies with siloed operations, inconsistent branding, and no unified marketing infrastructure. Target market spans reference labs, hospital laboratories, and physician office labs, requiring tailored messaging for C-suite executives and lab managers across diverse clinical environments.
Strategic Approach
Built unified marketing operations foundation first, consolidated CRM, standardized processes, then layered demand generation. Developed persona-based campaigns targeting technical buyers (lab directors, quality managers) and economic buyers (CFOs, practice administrators) with differentiated value propositions for diagnostic automation and workflow solutions.
Key Strategic Decisions
- •Prioritized CRM consolidation and sales enablement before demand gen campaigns
- •Developed custom AI tools (quote generator, lead scoring) to demonstrate marketing-sales alignment
- •Created brand architecture that allowed company-specific positioning under unified operations
- •Segmented outreach by lab type (reference, hospital, POL) with tailored content addressing unique pain points
- •Built thought leadership program positioning the company as diagnostic workflow experts rather than product vendors
Lessons Learned
“In multi-company portfolios, operational excellence must precede campaign execution. The 55% sales productivity improvement created executive buy-in for larger marketing investments, proving operational value opens budget conversations. Complex B2B healthcare sales require balancing technical credibility with business case messaging.”
Technologies & Skills
Project Collateral
Healthcare Marketing Case Study
B2B case study using the Challenge, Solution, Result framework to build trust with enterprise buyers. Translates complex technical solutions into business outcomes for lab directors, with quantified ROI metrics and customer testimonial.
Beyond the Bench Publication
Thought leadership whitepaper positioning four products as one unified ecosystem versus fragmented multi-vendor alternatives. Addresses pain points at each workflow step with incremental adoption messaging to lower buyer friction.
Simplicity Connect Mockup
Product UI mockup created for sales enablement before development. Visualizes the cloud-based LIS dashboard with operational metrics lab managers care about, demonstrating ability to translate product vision into tangible sales collateral.
Simplicity Connect Sales Sheet
Bottom-of-funnel sales collateral using problem/solution format to address common buyer objections. Covers integration complexity, support response times, and pricing transparency to help close deals.
LinkedIn Ad: Lab Efficiency
LinkedIn ad creative for Simplicity Panel targeting lab managers. Clear value prop headline with product-in-use imagery and strong CTA.
LinkedIn Ad: Growth Potential
LinkedIn ad creative emphasizing scalability and growth. Professional imagery positioning the product for decision-makers evaluating lab expansion.
LinkedIn Ad: Social Proof
Social proof ad variant with benefit bullet points. Dark background for feed standout, targeting late-stage consideration buyers.