GO-TO-MARKET LAUNCH · Project Management
Launching Educational Products Across Multi-Stakeholder Audiences
Spearheaded go-to-market execution, UX workflows, legal/regulatory approvals, and campaign tracking across three prostate cancer education platforms.
role
Project Coordinator
Tools
Smartsheet
Figma
WordPress
Microsoft Word, Excel, and PowerPoint
Google Analytics
SKills
GTM Execution
Project Management
Segmentation
CRM Management
Quality Assurance
Resource Allocation
User Experience Design
timeline
6 months
CONTEXT
from fragmented resources to a connected care ecosystem
As Project Coordinator, I worked with Tolmar Inc. to manage the end-to-end lifecycle of a multi-platform pharmaceutical marketing initiative centered on Rubraca, their advanced prostate cancer (aPC) treatment. Tolmar's aPC education landscape was splintered across patient, caregiver, and health care professional (HCP) audiences.
Beyond the emotional weight of a diagnosis, navigating treatment support can quickly become another challenging stressor. While IncreMENtal served as the central patient-facing experience, the broader launch ecosystem also needed to support caregivers and oncology professionals who had their own distinct user needs.
LAUNCH OBJECTIVES
reducing informational friction across the treatment journey
From the initial kickoff to launch day, I cross-functionally led the development of these educational products and their respective go-to-market campaigns — aligning Creative, Product, Sales, and Development teams. Every decision required regulatory review while simultaneously maintaining audience clarity across three parallel launches.
The fragmented education experiences lacked cohesion and clear audience pathways. Dense clinical jargon, scattered resources, and little emotional resonance made it difficult for an older audience with varying digital fluency to engage.
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COMPOUNDING CHALLENGE
We did not have previous launch intelligence. Before a single GTM decision could be made, we had to build the research foundation from scratch, while still managing two parallel launches on a compressed timeline.
The following strategic objectives shaped every decision:
Relaunch IncreMENtal
Transform the patient-facing experience from a dense, fragmented info hub into an empathetic, accessible education platform anchored in patient comprehension and trust
EXTEND THE ECOSYSTEM
Launch Care Partner Corner (for caregivers) and aPC Central (for HCPs) as purpose-built platforms with audience-specific UX, messaging, and content architecture.
Build CAMPAIGN Analytics Infrastructure
Establish clean UTM taxonomy and performance tracking from zero to enable post-launch measurement, attribution, and future optimization.
Zero Regulatory Exposure
Integrate MLR (medical, legal, regulatory) review as a hard dependency at every content milestone, ensuring all three platforms launched 100% compliant with pharmaceutical marketing guidelines.
TARGET AUDIENCE
one patient experience, three connected touch points
Rather than building one platform for everyone, we mapped three audience profiles with distinct informational needs, emotional states, and digital fluency levels. Each audience was then routed to the platform designed specifically for their role in the treatment journey.
here’s a deep dive into our audience
SCROLL ON THE CARDS
PATIENT
IncreMENtal
Relaunch
WHO ARE THEY
age: 72
lower digital fluency
retired > less day-to-day interpersonal engagements
PAIN POINTS
lacking accessible support community
clinical information overload
PRIMARY AUDIENCE
Needs reassurance, approachable education, and lower-friction treatment guidance
CAREGIVER
Care Partner Corner
New launch
WHO ARE THEY
age: 68
tech-savvy
elementary school teacher
PAIN POINTS
struggling with being a pillar of support for husband while working
seeking centralized, practical resources for treatment care
SECONDARY AUDIENCE
Needs practical support systems and centralized resources during emotionally stressful decision-making
HCP
aPC Central
New launch
WHO ARE THEY
patient’s oncologist
specializes in aPC but is not familiar with Rubraca
PAIN POINTS
time-constrained and credential-aware
needs efficient clinical resources
👨🏾⚕️
TERTIARY AUDIENCE
Needs structured, credible clinical resources optimized for speed and information retrieval
KEY MESSAGES
the human experience around treatment
After conducting focus groups with real aPC patients, caregivers, and HCPs, our research confirmed that clinically dense messaging actively drives disengagement in our primary audience. Patients responded more strongly to approachable lifestyle education and social community framing, reinforcing that emotional accessibility was a stronger engagement driver than clinical completeness.
The message strategy shifted away from clinical authority toward community, comprehension, and emotional accessibility. We also generated a specific tone calibration per audience.
6
CLEAR NAVIGATION = LOWER FRICTION
Message clarity was reinforced through information architecture decisions. We simplified pathways, plain-language headers, and progressive disclosure of clinical detail.
5
HCP efficiency and credibility
aPC Central delivered clinical information with zero consumer-oriented framing, respecting the HCP's time and reinforcing professional trust in the brand.
4
Built Around Shared Care
Care Partner Corner positioned caregivers as active participants in the treatment journey. With resources that respected their own emotional burden, caregivers are not an afterthought.
3
Community Is a treatment resource
A sense of community brings in authentic engagement. The connective thread of our campaigns reminds audiences that they are not alone in this journey.
2
LIFESTYLE OVER CLINICAL DENSITY
Non-branded, lifestyle-oriented content outperformed traditional clinical messaging. Content that fits into real life resonates more than content about treatment mechanics.
1
EMPATHY BEFORE INFORMATION
Given that a diagnosis is a life event before it's a medical one, we lead our messaging with emotional acknowledgment . Education builds trust only after connection is established.
eblasts
Existing Rubraca subscribers were identified as a high-intent audience for IncreMENtal and Care Partner Corner. These eblasts introduced the platform's educational resources and support content, creating a natural pathway from product engagement to deeper audience consideration.
print media
Print placements extended the campaign beyond digital channels. Featured in publications such as JAMA Oncology and American Nurse Journal, the shield-against-progression concept met healthcare providers and patients within trusted industry environments where clinical information is actively consumed.
EXPLORE SOME PAGES →
As an early touchpoint in the campaign journey, these display ads helped HCPs better understand where Rubraca fit within existing treatment pathways. The creative was designed to generate interest, reinforce key messages, and guide users to aPC Central where they could access more in-depth clinical resources. In parallel, a dedicated set of banner ads distributed across search placements and Tolmar-owned digital properties was developed for aPC patients and caregivers, serving as another path for users to reach the educational products.
Available in both static and animated formats, the assets captured attention in crowded digital environments while maintaining the credibility expected by audiences. Working closely with an external development partner, I guided multiple rounds of iteration to strengthen message clarity and audience engagement
display ads
Strategy is only as effective as its execution. The following assets illustrate how audience insights and messaging decisions were translated into real-world experiences, creating consistent touchpoints that supported engagement across the broader ecosystem
Eblasts | PPC | Display Ads | Print Media
CAPTURE ATTENTION
Search, display, and print placements introduced the education ecosystem to users already navigating treatment-related questions.
AWARENESS
Audience Paths | Platform Routing
Route the right audience
Segmentation guided patients, caregivers, and HCPs toward the platform designed for their role in the care journey.
CONSIDERATION
Care Partner Corner | IncreMENtal | aPC Central
Deliver education and support
Each website’s UX balanced accessibility, trust, and clinical clarity around distinct user needs.
ENGAGEMENT
Track and optimize
Standardized UTM infrastructure created cleaner attribution across launch touchpoints and future reporting.
Performance Baseline | UTM Tracking
MEASUREMENT
CHANNEL STRATEGY
developing the consumer journey with effective gtm strategies
While Tolmar had established strong clinical credibility, the broader education ecosystem was less optimized for audience-specific engagement, navigability, and long-term support behaviors. We devised a channel system that moved each audience toward the platform designed for their role in the care journey.
PHASE
MO. 1
MO. 2
MO. 3
MO. 4
MO. 5
MO. 6
Strategy
Content Development
UX + Ad Design
Development
QA + Launch
MLR Compliance
PHASE 01 · MONTH 1
strategy
align internally and establish campaign pillars
Stakeholder interviews with Tolmar surfaced business objectives, regulatory constraints, and education gaps across audiences. Our market research established the foundational knowledge that we used to enhance Tolmar’s positioning in the aPC market.
DELIVERABLES
~3 M
AMERICAN PROSTATE CANCER PATIENTS
3
AUDIENCE SEGMENTS
• Stakeholder discovery sessions
• Audience profiles
• Campaign brief
• IA architecture
• Accessibility standards
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PHASE 02 · MONTHS 2-3
content development
Draft, review, revise across three simultaneous platforms
Content development ran in parallel across IncreMENtal, Care Partner Corner, and aPC Central. Each platform required audience-specific tone, vocabulary, and educational depth, with every asset moving through drafting, client review, and MLR approval before advancing.
ASSETS PRODUCED
• Email campaigns
• PPC copy
• Wireframes
• Print + booth placements
• Publication assets
• Banner ads
• Web copy
MLR review embedded at every draft milestone
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DEVELOPMENT SCOPE
PHASE 04 · MONTH 5
development
Code, integrate, monitor across devices and markets
Development ran against a dependency-mapped QA plan. Every build milestone tied back to compliance checkpoints and cross-device testing, while UTM codes were integrated before activation so channel performance could be isolated from day one.
Live stakeholder demos
Forms and confirmation messages
Mobile layouts and states
Responsive design across three platforms
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PHASE 05 · MONTH 6
quality assurance + launch
Performance analysis into optimization loop
LAUNCH CHECKLIST
Following regulatory approval, final QA ensured every asset met brand and compliance standards before launch. Once live, UTM tracking provided visibility into channel performance, helping the team evaluate results and refine future content, messaging, and distribution strategies.
Cross-device QA
Full compliance sign-off
UTM integration across channels
Analyze performance against KPI benchmarks
✓
✓
✓
✓
PHASE 03 · MONTHS 3-4
ux + ad design
Visual direction, responsive design, and legal approval
The design process was iterative by nature. Frequent live website demos, UX reviews, and collaborative working sessions refined both the platform experience and supporting campaign ecosystem.
TOOLS
↓
Google Analytics
Figma
Microsoft Office
Adobe Illustrator
GANTT CHART
TIMELINE
six months, three products, and 40+ interdependent scopes
After the projects kicked off, execution became less about managing individual tasks and more about maintaining alignment across a rapidly evolving program. Working closely with Tolmar, external vendors, and global stakeholders, I continuously balanced competing priorities.
RISK
No baseline analytics — GTM and design decisions without user behavior data
MITIGATION
Opened project with structured stakeholder research, audience profiles, and segmentation strategy before UX work began
RISK
Regulatory non-compliance on any campaign asset or platform
MITIGATION
Embedded MLR compliance checkpoints at every content milestone as hard dependencies in Smartsheet. No milestone would close without a sign-off.
RISK
Timeline slippage across three simultaneous workstreams
MITIGATION
Built schedule float into timeline, mapping critical path dependencies to surface potential obstacles
RISK
Post-launch attribution gaps limiting performance measurement
MITIGATION
Deployed standardized UTM taxonomy before campaign activation
RISK
Stakeholder misalignment on UX direction across domestic and international stakeholders
MITIGATION
Ran iterative feedback loops with Tolmar throughout design, not just at launch
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RISK MITIGATION
embedding safeguards before execution
The launches carried significant operational complexity from the start. Tight timelines, cross-continental markets, and strict pharmaceutical regulations meant delays in one area could quickly impact the broader rollout.
Integrating these safeguards into our workflow early on had created stronger alignment across teams. Our deliverables continued to move along without disrupting launch readiness.
IMPACT
an award-winning campaign that speak for itself
FIERCE PHARMA MARKETING AWARD — FINALIST 2025
Our go-to-market launches were recognized industry-wide, earning the project a 2025 Fierce Pharma Marketing Award Finalist distinction! The IncreMENtal, Care Partner Corner, and aPC Central programs deliver a more intuitive, trustworthy, and efficient experience. Complex information is now structured logically and presented with clarity, allowing all audiences to access critical resources with confidence.
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WHAT WE INHERITED
Educational copy that felt dense, overly clinical, and difficult to navigate
No existing analytics or user data to diagnose platform weaknesses
Zero performance benchmarks to measure improvement against
User interface was not designed around patient comprehension
Caregiver and HCP audiences without guided support
×
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WHAT WE BUILT
A clearer, empathetic IncreMENtal experience that users connect with
Research-led campaign strategy grounded in stakeholder input
Standardized UTM tracking for clean performance measurement
Information architecture rebuilt around accessibility and user intent
✓
✓
✓
✓
✓
Two supporting platforms for caregivers and HCPs
3
fully compliant Platforms Launched on timE
200%+
USER SIGN-UPS
Benchmarks
2025
FIERCE PHARMA MARKETING
AWARD FINALIST
product DEMO
IncreMENtal
aPC Central
Care Partner Corner
what this reinforced
✦
Learn to embrace ambiguity
No prior launch data meant no inherited assumptions. Early on, the absence of benchmarks felt like a blocker. When in reality, it forced sharper thinking. Breaking larger unknowns into sequenced objectives kept the team moving without waiting for certainty that wasn't coming.
✦
Anchor the story before scaling it
IncreMENtal gave the clearest problem to solve: helping patients navigate complex treatment information without feeling overwhelmed by it. Keeping users at the forefront of our operations, that single human anchor kept three parallel workstreams oriented when decisions got difficult.
✦
STAKEHOLDERS ARE A DESIGN INPUT
The difference between feedback loops at the end versus throughout is the difference between a revision and a rework. Embedding stakeholder alignment at every milestone consistently closed the gap between what the team built and what the work actually needed to be.