The Problem
A Thorne-backed health tech company with a first-of-its-kind diagnostic device, a regulated category, and buyer audiences ranging from clinical providers to direct-to-consumer wellness customers, each with different workflows, trust thresholds, and price sensitivities.
The Insight
Competitive assessments and client feedback loops revealed the real blocker: providers weren't hesitating because of the device's performance. They were hesitating because integrating it into their existing workflows wasn't clear enough. The work needed to address that friction directly, not just talk louder about the product.
What we did
Defined positioning and built GTM architecture across all buyer segments. Led cross-functional planning with product, sales, and engineering to align launch timing with real workflow readiness. Ran competitive assessments and client feedback loops that informed pricing strategy. Produced and executed the full marketing mix: paid channel management, promotional campaigns, in-product content, sales decks, ROI collateral, and educational materials, tailored to each audience's distinct decision-making criteria.
The Result
A product marketing foundation that didn't just launch the device. It helped shape it. The work contributed to the market validation and commercial readiness that led Thorne HealthTech to acquire Drawbridge and fold the technology directly into their product line.
That's the clearest possible signal that the go-to-market strategy worked: the acquirer didn't just buy the product. They bought what the product had become in the market.
Recognition
Thorne HealthTech acquired Drawbridge Health and integrated the diagnostic technology directly into their product line, validating both the device and the go-to-market strategy that brought it to market.