Case Study: Scout Health

GTM Strategy and Commercial Leadership for Point-of-Care Diagnostics

Company: Scout Health, Point-of-Care Diagnostics Role: Head of Marketing and Commercial Strategy Scope: Commercial Strategy · Stakeholder Engagement · Sales and Marketing Alignment · AI-Enabled Operations

Scout Health is developing a rapid point-of-care STI diagnostic with the potential to meaningfully change how testing is delivered in clinical settings. With a product launch on the horizon, the team needed more than a marketing plan. They needed a structured commercialization strategy, a sharper value proposition, and the operational infrastructure to validate the market before launch.

I stepped in as Head of Marketing and Commercial Strategy and built it from the ground up.

The Situation

• Complex, technical messaging that made it difficult to articulate Scout Health's value proposition to clinical and commercial audiences

• Misalignment between sales and marketing leading to inconsistent outreach and communication

• Limited buyer insights, making it difficult to engage and convert key distribution partners

• Manual data collection and analysis processes consuming time that should have been spent on strategy

What I Did

Discovery and Data Strategy

Before building any outreach or messaging, I focused on getting the data foundation right.

• Defined a structured data segmentation strategy and optimized how customer insights were collected and analyzed

• Leveraged AI to streamline data collation, cutting manual effort by 50% and saving 60 hours of work

Key Stakeholder Engagement

Conducted direct outreach and in-depth interviews with clinical leaders to surface real market needs and pressure-test Scout Health's positioning with the people who would ultimately decide whether to distribute the product.

Messaging and Value Proposition Development

Simplified Scout Health's messaging so it could do what it needed to do: land clearly with clinical buyers, distribution partners, and investors at the same time.

• Developed a narrative that translated a technically complex product into a clear, compelling value proposition

• Aligned how the internal team talked about the product with how the market needed to hear it

Digital Marketing Execution

Designed and tested paid and unpaid digital campaigns with hyper-personalized content built around the buyer insights gathered during discovery.

End-to-End GTM Execution

• Developed an integrated marketing and sales strategy with clear alignment across internal teams

• Defined distribution and channel strategies to optimize market penetration

• Crafted public health initiatives to position the STI test within broader healthcare frameworks

• Secured letters of intent from prospective clinic distribution partners, establishing early commercial proof points ahead of market launch

The Outcomes

• $6M in funding secured

• Letters of intent signed with new enterprise healthcare organizations

• Expanded partnerships within existing accounts, including MedCor

• 80%+ improvement in partner engagement.