Case Study: Go-to-Market Leadership — How I Helped Launch a Behavioral Health Tech Product Across the U.S.
Client: Philips Healthcare
Role: Program Manager, Ambient Experience Behavioral Health Innovation
Timeframe: August 2022 - March 2023
Location: U.S. & Netherlands (remote/international collaboration)
Quick Snapshot
Project Type: Tech-enabled healthcare product launch (hardware + software)
Scope: Product strategy, go-to-market leadership, implementation, and client training
My Role: Program Manager leading product rollout, stakeholder engagement, and operational delivery
Impact:
78% increase in U.S. sales pipeline
60+ clients in pipeline within 5 months
$4M–$6M projected client value
Reduced ED length of stay for behavioral health patients
Improved safety + experience for patients and clinical staff
Overview
Philips’ Ambient Experience technology had long been used in radiology settings across Europe & America. I was hired to lead the strategy, development, and launch of a U.S.-based behavioral health application of the product — designed to transform how emergency departments care for pediatric and behavioral health patients in crisis.
This solution used immersive visuals, calming audio, and interactive media to naturally de-escalate patients and reduce the need for sedation or restraint. My role included product development, cross-functional program delivery, and go-to-market execution — ultimately helping bring the solution to hospitals nationwide.
How I Led the Product from Concept to Scale
1. Product Development & MVP Design
Partnered with product teams in the Netherlands to translate clinical needs into technical requirements
Developed the MVP based on real-world feedback from hospital pilot programs
Created clinical and operational use cases to align with U.S. care standards
2. Go-to-Market Strategy & Sales Enablement
Collaborated with marketing and senior leadership to build a scalable GTM strategy
Represented the product at national healthcare conferences as the U.S. subject matter expert
Partnered with sales teams to pitch the solution to executive stakeholders and hospital systems
3. Client Delivery & Implementation Leadership
Led all aspects of client onboarding and implementation, including scope, scheduling, install, and training
Worked directly with client-side facilities & construction teams, clinical leaders, and executives
Coordinated across Philips internal teams — software, hardware, construction, and training — to execute seamless installs
Developed SOPs and support processes to ensure ongoing client success
4. Operational Strategy & Process Development
Built end-to-end implementation workflows and service escalation protocols
Established pricing models, quoting processes, and delivery guidelines in collaboration with leadership
Designed and delivered live training for clinical staff during go-lives
Results & Impact
78% growth in sales pipeline within five months of product ownership
60+ U.S. clients in pipeline by end of pilot phase
$4M–$6M projected client value, driven by product readiness and GTM execution
Enabled safer, more humane behavioral health care in emergency settings
Created scalable, repeatable delivery models for future product growth
Key Themes
Go-to-Market Strategy: Owned end-to-end planning from pilot feedback to national launch
Cross-Functional PM Leadership: Managed software, hardware, marketing, and install teams
Founder-Facing Execution: Acted as the face of the product for buyers, stakeholders, and conference audiences
Client-Centered Operations: Designed scalable implementation and support models for long-term success
Mission-Aligned Impact: Helped shift how hospitals deliver care to behavioral health patients in crisis
Testimonial
Screenshot of performance evaluation from Head of New Product Development from Philips Healthcare
Final Note
While Philips ultimately chose to refocus on its radiology portfolio, this project left a lasting impact on how immersive tech can transform mental health care delivery. I’m proud to have led a product that blended innovation, clinical outcomes, and strategic growth — and to have built the foundation for scale in a complex, highly regulated market.
This project is a strong example of how I help founders and organizations bring powerful products to life—backed by strategic clarity, cross-functional leadership, and scalable operations.
